Getting Direct Mail Opened, Read, Responded To

Beach Broker · 01-06-2009, 11:45 AM

A couple things we have seen work well for us in our marketing efforts is to send out direct mail letter that look like they are coming from a real person and not some faceless institution. There are companies that will actually hand address each envelope as well as put a live stamp on it - then we put a hand written return address. So the recipient gets it, sees that it's not created by a computer and not junk mail and it normally gets opened.

One of the biggest problems with direct mail is that it is normally created to look so much like junk that it never gets opened. This method of using a white number ten envelope, an actual hand written address, a live stamp, and a hand written return address coming from a person and not a 'company' has worked very well for us to generate leads, these leads also convert at a higher close ratio.

Does anyone else have any tricks they use to get their direct mail responded to? Candy, or other things to make the envelope a little bit lumpy also helps with the response rate.

Best,

Beach

Frank Stastny · 01-06-2009, 12:48 PM

Originally Posted by Beach Broker

A couple things we have seen work well for us in our marketing efforts is to send out direct mail letter that look like they are coming from a real person and not some faceless institution. There are companies that will actually hand address each envelope as well as put a live stamp on it - then we put a hand written return address. So the recipient gets it, sees that it's not created by a computer and not junk mail and it normally gets opened.

One of the biggest problems with direct mail is that it is normally created to look so much like junk that it never gets opened. This method of using a white number ten envelope, an actual hand written address, a live stamp, and a hand written return address coming from a person and not a 'company' has worked very well for us to generate leads, these leads also convert at a higher close ratio.

Does anyone else have any tricks they use to get their direct mail responded to? Candy, or other things to make the envelope a little bit lumpy also helps with the response rate.

Best,

Beach

ss

I'm sure your method is very effective in getting the prospect to open the envelope. Once it is opened, I would think the message you convey is much more important to the success you achieve than having the return card hand addressed.

I have on occasion sent personalized letters to prospects. I print the letter on light gray, laid finish stationary and use a matching envelope. I have found that I got much better results using colored paper and envelopes.

I have never tried hand addressing the envelope. I use transparent labels which at a glance appears as though the name and address is printed on the envelope. Have you ever tried using them?

Adding something to the envelope to make it "lumpy" may be a good idea. However, when I asked about that at the post office I was told that doing so may dramatically reduce the number of letters that make it through their automated equipment. The "lump" may cause the envelope to be torn during the process making it undeliverable.

The one time I did try it I paid the extra postage to have the letters hand canceled. I don't believe that it was worth the additional cost.

jaugusta · 01-06-2009, 01:28 PM

I write the address by hand on all of mine. The return address is already printed on it though. I thought about making labels to save time and hand cramps, but the look of a real person I think could make a difference.

4milliondollaragent · 06-05-2009, 12:35 PM

I write by hand too. I know it increases response rates because I use the Prospect-Pro product by Advisors Pro-Shop.com, Advisor Agent Leads

Ive used the same letters each time Ive done a mailing, and done it with labels, windowed envelopes and hand written. The hand written makes people think you might be a friend, or at the very least, shows the prospect you take the time to make effort.

Prospecting is a key part to marekting as an agent. I know some guys who dont do it, and they are missing out. Since pretty much everybody needs insurance, you'de be supprized how many leads I've gotten from prospecting.

Its not the only thing I do to market of course, but it is a critical part to effective marketing.

Markingriffin · 06-05-2009, 12:47 PM

Place a small mint inside and they will open it, just to see what is inside.

Someone once made a post on the forum about this and I loved the idea.

djs · 06-05-2009, 01:49 PM

Originally Posted by Markingriffin

Place a small mint inside and they will open it, just to see what is inside.

But doesn't the chocolate melt? Or do you only mail in the winter?

My experience is that a handwritten envelope is the first flag that it is junk mail. In my tests, these have low open rates. This is a change of a few years ago, and is likely to be market / geography / product different. My suggestion is to sample a variety of methods.

My highest envelope opening / sales closing rate is with a window envelope that looks more like a bill. It is very professional, speaks to who I am. It is not plastered with a bunch of 'sales material' on the outside of the envelope.

I've done enough bulk mail (1000 a week) to speak to this for my products. Your experience may vary.

Franks letters would get an awesome response ratio, but I don't think he does it for sales, more as a thank you. Handwritten letters has a limit on how many prospect letters you can send out.

Dan

Markingriffin · 06-05-2009, 02:03 PM

Originally Posted by djs

But doesn't the chocolate melt? Or do you only mail in the winter?

Dan

Use a peppermint, not chocolate. LOL

moonlightandmargaritas · 06-05-2009, 02:12 PM

Originally Posted by djs

My experience is that a handwritten envelope is the first flag that it is junk mail. In my tests, these have low open rates. This is a change of a few years ago, and is likely to be market / geography / product different. My suggestion is to sample a variety of methods.

My highest envelope opening / sales closing rate is with a window envelope that looks more like a bill. It is very professional, speaks to who I am. It is not plastered with a bunch of 'sales material' on the outside of the envelope.

Let me let you in to the secret of successful direct mail...

There is no secret. Too many variables as to geography, product, demographics, etc. We can hypothethize all we want, but as Dan has eloquently posted, you've got to test, measure, adjust and repeat.

There's no other way to find out what works.

arnguy · 06-05-2009, 05:19 PM

4milliondollaragent, do you think you may be inviting a visit from the U.S. Secret Service for reproducing U.S. currency in your avatar?

stuy119 · 06-05-2009, 05:43 PM

Originally Posted by moonlightandmargaritas

Let me let you in to the secret of successful direct mail...

There is no secret. Too many variables as to geography, product, demographics, etc. We can hypothethize all we want, but as Dan has eloquently posted, you've got to test, measure, adjust and repeat.

There's no other way to find out what works.

True, but I'll tell you something that will at least get you a conversation.

Get your target list. Narrow it WAAAAAAAAAAYYYYY down to where you have only a list of your top prospects.

Now, rather than send out a generic mailer, personalize the letter for the intended recipient. Include a date and time you will call them to have a discussion about whether it is worth meeting to discuss their needs further. Send the letter via FedEx. (There aren't many people who refuse to open a FedEx letter to see what it says)

Call on the date you mentioned in the letter, 5 minutes prior to the time you mentioned.

You'll have a similar cost of mailing, better conversion rate, and a much more unified sales & marketing process which will lead to increased referrals (since you look like you know what you're doing).