The Most Profitable Direct Mail Campaign Ever

by 17 replies
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CNBC: Tech billionaire buys record-setting $201 million insurance policy.


The most amazing thing about this story is the marketers' persistence. It took them 4 years to reel this guy in and he probably made it all worth it in multiples!

Who says direct mail doesn't work???

What's even more amazing to me is that these folks clearly have their copywriting game down pat. Most billionaires operate on references for decisions like this. How many billionaires pick up a piece of mail, then "cold call" the solicitor? Don't they ask their billionaire friends?
#offline marketing #campaign #direct #mail #profitable
  • Maybe this is a great myth dispelled. We think this, but this could be a key article for people going after high networth people/businesses.
  • Incredible, thanks for sharing this with us I would have never seen it.
  • Direct mail is king!!!!!!!!!!!!!!!!!!!!!!!!!!!! If it can bring in a billionaire, it can bring in anybody!
  • Yep, direct mail works.

    These guys are at the top of the game.

    Why...I have heard...that among billionaires, their "open" and "response" rates
    are legendary.

    I'm willing to bet ya, Bee, that these guys have the most profitable direct mail campaign ever.
    • [ 5 ] Thanks
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    • They 1. use a call to action with a deadline. I'll bet that alone plays a large part in their success.
      2. Endorsed mailing: coming from your Uncle Sam.
      3. Very personalized: starting from your name all the way down to your social security number.
      4. Urgency: Pay one price now - or pay more later.
      5. Irrestible offer: for one small fee, get protection against foreign invaders and all your highways paved - that's a value regularly worth billions of dollars.
      6. Scarcity: offered in one mailing a year.
      7. Exclusivity: only offered to U.S. Citizens.
      8. Use of a strong guarantee: Paying will keep you out of prison.
      • [ 2 ] Thanks

    • Who says you need to hand write anything to get attention? I'd also scrap the idea of not including the sender's info, because it lowers response...lol
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  • Word on the street is Michael Dell bought it and the premium is $1.2 million PER MONTH.
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    • This just opened up a whole new world of possibilities for everyone
  • 4 years? I'd be interested in sneaking a peak at their funnel, what they were writing.

    Though I don't know if this one extreme example is proof that DM "works." That's to say, I believe DM does work, just don't believe one abberation proves the whole thing.
  • Unless you have another article this one proves nothing.

    What 4 years to reel him in? Where are you reading this? It just said he responded to some correspondence 4 years ago.

    Might have just been 'We are having a chat about wealth management in Starbucks Thursday night. Fancy joining us if you've nothing on?'

    What was the Copywriting that is down to pat? Their website is not that great so how do you know what they wrote?

    If I bought a mobile phone from Vodafone 20 years ago and now I have a dongle with them for a laptop does that mean it took 20 years of Marketing persistence for them to reel me in?

    If this is your only reference you make an awful lot of assumptions.

    Whoever this person is who bought the policy did not in the slightest get a cold letter last week and phone this week to take out the policy.

    You need to understand this simple fact.

    Direct Mail can build any business, is what you should take away from the article. Nothing more.

    Dan
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  • Ron!!!!! I am still laughing at the pic.

    You are 100% correct the best Direct Mail Campaign yesterday-today-forever is run by the IRS!!!!!!!!!!
  • billionaires read mail?? who wouuld have guessed it??
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