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Direct Mail Pieces when Starting Out...

by thomharvey87
10 replies
I'm going to be starting with direct mail this upcoming week and from what I've been reading the suggested pieces to start out mailing is 1,000 to 5,000. I'm going to be sending post cards for B2B to a couple specific niches and the goal is to generate leads (have them call back) and then sell then marketing/Conversion Rate Optimization.

Any thoughts on this? I've read through a couple books but wanted to get an opinion from some of you guys who have seen success with postcards on here for B2B.
#direct #mail #pieces #starting
  • Profile picture of the author Robert Domino
    You have to be careful.

    5,000 is what they consider statistically significant, meaning with 5,000 or more you can start trusting the data somewhat.

    That doesn't mean you can't start with 500 to test the waters.
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  • Profile picture of the author Aaron Doud
    You can also have a small group (100) that you target with a specific series of mailings campaign.

    Read Chet Holmes' "Ultimate Selling Machine" for more thoughts on this.
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  • Profile picture of the author Voasi
    I would DEFINITELY not start off with that much. You need to have all your ducks in a row before your really start to ramp up your DM (direct mail) pieces.

    I've been doing weekly 50 piece mailings for one of my sales reps to a specific vertical. We've mailed 200 pieces so far (1 month test) for a total cost of $1000 and so far have closed about $6k worth of recurring SEO business, with another $8k in the pipeline. I anticipate closing $15k after all said and done.

    Since I feel comfortable with the sales copy and how well it's been performing, I'll hire more people and start ramping up the mailings.

    Having said that, money is DEFINITELY in the follow-up. We only had a few inbound calls from the DM pieces, but when we followed-up, the close rate increased tremendously - which is what I expected.

    I'm also assuming this is for you to generate leads for you offline business... But even if this is for a client, you should still do smaller tests to get the sales copy down and find a winning piece before you really start doing volume.
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    • Profile picture of the author ewenmack
      As Adam said above.

      Take some of the money you were going to spend and get a professional copywriter to take a look at it to get the message right to the right list.

      Those 2 things as well as your follow up will determine your success.

      Alternatively post your postcard here so we can critique it.

      Best,
      Ewen
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    • Profile picture of the author SashaLee
      Originally Posted by Voasi View Post


      Having said that, money is DEFINITELY in the follow-up. We only had a few inbound calls from the DM pieces, but when we followed-up, the close rate increased tremendously - which is what I expected.
      Hi there,

      Brilliant, and exactly pertinent advice. So many people depend on one mailer to be the magic bullet for them, when it's usually anything but.

      With phone follow up you'll find errors in the thinking behind your mailer.

      For example, we took the dollar bill letter one step further by attaching a REAL cheque ripped from a cheque book - handwritten and signed - to a direct mail letter. The cheque was for $100. The recipient could have cashed it if they wanted to. The letter was good. The client was nervous. The response was mediocre - I think 0.50-0.7% to a highly targeted list.

      On the phone follow up we found out something startling - the prospects actually thought the cheque was fake! The cheque couldn't have been more real.

      So, we addressed that in the next mail piece and moved the response rate to the letter alone up to just under 2%. Phone follow up to this mail piece loaded the company with so much business, we had to pause the mailing.

      All the best,

      Sasha.
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  • Profile picture of the author MelanieandMiles
    We use a mailing system that allows us to queue up a drip mailing campaign that mails out several postcards or greeting cards over a period of time... Automates the initial outreach and automates the follow up.

    We do send out much smaller batches to hyper-targeted audiences... But we've had great responses sending greeting cards to both past clients for repeat/referral business and to cold prospects, too.

    If you'd like to know more about the system we use, just PM me.
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    • Profile picture of the author dajuanfranklin
      Originally Posted by MelanieandMiles View Post

      We use a mailing system that allows us to queue up a drip mailing campaign that mails out several postcards or greeting cards over a period of time... Automates the initial outreach and automates the follow up.

      We do send out much smaller batches to hyper-targeted audiences... But we've had great responses sending greeting cards to both past clients for repeat/referral business and to cold prospects, too.

      If you'd like to know more about the system we use, just PM me.
      Can you send me a PM. I'm new and not able to send as of yet.
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      • Profile picture of the author MelanieandMiles
        Originally Posted by dajuanfranklin View Post

        Can you send me a PM. I'm new and not able to send as of yet.
        Not a problem at all... Sent over a PM just now. Let me know if you didn't get it or if you have any questions.
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  • Profile picture of the author TrumpiaTim
    I think it's also important to add something dynamic to these direct mail pieces as well. You have to think at the highest point of interest, what is the next step for the customer. It should be to either scan a QR code, text a mobile keyword, or go to a social media site where they can obtain more information on your offer.
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    • Profile picture of the author ewenmack
      Originally Posted by TrumpiaTim View Post

      what is the next step for the customer. It should be to either scan a QR code, text a mobile keyword, or go to a social media site where they can obtain more information on your offer.
      No.

      His call to action wanted is to pick up the phone.

      Best,
      Ewen
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