Do you still use old fashioned snail mail to attract new customers and generate leads?
All of our focus for lead generation and prospecting is currently online. However, I have often wondered if a good old fashioned direct mail letter of introduction to an identified prospect actually cuts through all the email clutter and does a better job to warming up a prospect. Has anyone used this method of lead generation recently and successfully to drive new sales for an online product or service?
I don't use snail mail. The delay in reaching a prospect is too long. An email is much faster and cheaper.
I am. In Canada now, it's pretty much the only option of yesteryear, with our new Canadian Anti-Spam Law (CASL). It's illegal to send someone any kind of commercial email without having obtained their permission prior to July 1, 2014 when CASL went into effect. You're subject to up to a $1 million fine for an individual, and $10 million for a company. I'm starting to think old-fashioned mail may not be a bad thing. Everyone gets flooded with emails these days — we use it for too much, I think — and opening a letter and reading it is a novelty in the 21st century. Whether there's any return without following up, is the other question — but i suppose that applies to email marketing as well. If you send a letter and include a business card, you're at least putting something physical in the prospect's hands to perhaps keep you top of mind when they have a need.
Both options are really great, depending on the product/service.
Having said that, I have seen sometimes the emails going to the junk folder, so we really need to follow up.
In regards to snail mail, it looks more personal and shows the company is going an extra mile to get to the customer. but again, some people just trash the letter without opening.
I would say it would more or less depend on which customer are you trying to target. some customers prefer still the old fashioned method, some prefer emails.
Yes, my clients are successfully building direct marketing campaigns in the b2b, consumer and nonprofit sectors. We work with them in creating new prospects via direct mail, email, telemarketing and digital channels. Some do a single channel while others find excellent success with multichannel efforts. Please reach out if you would like me to prepare a targeted list recommendation for your next push for new customers.
Snail mail like any DM program is made up of three elements, List, Promotion and Creative. If you have a good list and a promotion that will grab the readers attention and it looks professional, the DM piece will work (whether snail or email). In fact, the rule of thumb on success is based on the following percentages, 40% is the list, 40% is the offer and 20% is the creative.
There seems to be a switch in that we now receive an overwhelming number of email promotions that we simply delete (toss in trash). While the number of snail mail DM pieces have declined and less is going to the trash. I'd venture to say that when a person receives a quality mail piece we now look at the piece before it goes in the trash, and if its something we're interested in, we will act.
As a consumer and a sales rep. I can see the positive to a snail mail to generate new leads. The cost to reach those people and grab there attention is extremely low. You can send out thousands of letters and get a 1% return on business. And only reach 5% of the criteria of demographics that you are looking for.
Where as with the right social media group that knows how to reach the right criteria of demographics that you are looking for, can reach 90% of them with at least a 9% return on business and makes your ROI much more affordable and worth the investment.
I have had success with snail mail---Especially if a $2.00 Jefferson is enclosed...They feel guilty not responding and taking the $2.00...I also agree that a well written letter gets through the e-mail clutter...Direct mail response is low in general, 2-3%, but a $2.00 bill or something like that helps...
I have used snail mail to successfully retain clients. I often send them a nice card or postcard when they continue my services, on their birthday's and anniversaries. Often times, I see my postcards on their refrigerators - which gets seen by other friends, etc. I use sendoutcards.com to automate this client retention process.
It often costs less to retain clients, build loyalty and increase referral/client advocates - then attract new leads. Consider spending some additional time and attention on converting satisfied clients into Raving Fans! (which can increase your sales force at no additional cost). Hope this helps.
It's never worked for me. I get my best leads from word of mouth/referrals.
We all get tons of emails daily. Most people delete emails from people or companies they don't know. Some for fear of viruses, and for others lack of time or interest. Snail mail can work to get their attention. I find that large postcards work well because there is nothing to open, so your message is staring them in the face. Make the reading easy with larger fonts and not too much information crammed on the card. Make it colorful and use both sides. It should get their attention.
Then follow up.
48% of sales people never follow up with a prospect.
25% of sales people make a second contact and stop
12% of sales people only make three contacts and stop