Podcast
Questions and Answers
What is considered a major challenge when using mail to contact prospects and customers?
What is considered a major challenge when using mail to contact prospects and customers?
- Ensuring the mail is delivered on time
- Getting the recipients to open and read the mail (correct)
- Selecting the right type of paper for printing
- Finding appropriate mailing addresses
What strategy is suggested to increase the chances that mailed materials are read?
What strategy is suggested to increase the chances that mailed materials are read?
- Including a personal note on the outer envelope (correct)
- Using bright colors and flashy designs
- Utilizing bulk mailing services
- Sending materials only once a year
According to the passage, what common phrase do people say when they come home regarding mail?
According to the passage, what common phrase do people say when they come home regarding mail?
- 'Did you send out the letters?'
- 'Was there any mail?' (correct)
- 'Have you paid the bills?'
- 'Is there anything important in the mail?'
Why might salespeople feel discouraged about mailing despite its potential value?
Why might salespeople feel discouraged about mailing despite its potential value?
What common item do most people look forward to receiving in the mail around the holiday season?
What common item do most people look forward to receiving in the mail around the holiday season?
What is the main reason for using different color and shape envelopes in mailings?
What is the main reason for using different color and shape envelopes in mailings?
What type of message does Joe Girard typically send in his holiday cards?
What type of message does Joe Girard typically send in his holiday cards?
Why is it important not to send mail at the same time as bills?
Why is it important not to send mail at the same time as bills?
What is included in the birddog recruiting kits that Joe Girard sends out?
What is included in the birddog recruiting kits that Joe Girard sends out?
What is the suggested approach for sending out regular mail to prospects?
What is the suggested approach for sending out regular mail to prospects?
Who does Joe Girard consider to be the best prospects for future sales?
Who does Joe Girard consider to be the best prospects for future sales?
How does Joe Girard ensure that his name is remembered in the households of his customers?
How does Joe Girard ensure that his name is remembered in the households of his customers?
What type of approach does Joe Girard advocate for effective mail campaigns?
What type of approach does Joe Girard advocate for effective mail campaigns?
When thinking about effective marketing via mail, what mistake should be avoided?
When thinking about effective marketing via mail, what mistake should be avoided?
How does Joe Girard feel about the use of routine third-class postage?
How does Joe Girard feel about the use of routine third-class postage?
Flashcards
Getting Mail Read
Getting Mail Read
The practice of making your mailings stand out and grab attention, ensuring they don't end up in the junk pile.
The Real Game in Mail Marketing
The Real Game in Mail Marketing
The most important aspect of mail marketing today is not just sending it out, but ensuring it's actually opened and read by the intended recipient.
Personalization in Direct Mail
Personalization in Direct Mail
Personalizing your mailings, like writing a handwritten note on the envelope or a personalized message, helps increase the chance of it being opened and read.
Consistency in Direct Mail
Consistency in Direct Mail
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Importance of Direct Mail in Today's World
Importance of Direct Mail in Today's World
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Intriguing Mail
Intriguing Mail
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Mystery Envelope
Mystery Envelope
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Consistent Mail
Consistent Mail
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Timely Mail
Timely Mail
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Soft Sell Message
Soft Sell Message
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Reactivating Customers
Reactivating Customers
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Quality Mail
Quality Mail
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Referral Incentive
Referral Incentive
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Power of Direct Mail
Power of Direct Mail
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Study Notes
Effective Use of Direct Mail
- Direct mail remains a valuable tool for contacting prospects, despite the prevalence of junk mail.
- Getting mail read is crucial to its effectiveness; simply sending it isn't enough.
- Personal notes on mailings, even those seemingly generic, increase the likelihood of being read.
- Many salespeople underestimate direct mail's potential.
Designing Effective Mailings
- Create mailings that are interesting and unique to avoid being discarded as junk.
- Use different sized and colored envelopes to attract attention.
- Avoid identifying your business on the envelope; create intrigue.
- Craft messages that are engaging and create a positive impression.
Sample Mailing Strategy
- Send 12 different pieces of mail per year using unique designs, colours, and shapes
- Personal messages should be simple, pleasant and non-salesy
- Each piece should showcase a creative design and appropriate artwork.
- Examples given include: "Happy New Year - I like you" (with business information), "Happy Valentine's Day - I like you" (with business information) etc
Timing is Key
- Avoid sending mail on the first or fifteenth of the month to avoid coinciding with bills and other mail.
- Target sending mail at times when recipients are likely home or thinking about their mail.
Leverage Existing Customers
- Prioritize nurturing existing satisfied customers as they are potential repeat buyers.
- Use holiday cards or other special occasion mailings as a cost-effective way to maintain contact.
- Craft mail items to suit the occasion and target existing customers based on previous purchases.
- Tailor and customize mail for different occasions to maintain contact
Return on Investment (ROI) Analysis
- Mail campaigns can be effective with creative and useful information within mailings.
- Creative, useful mailings can be highly cost-effective, generating substantial sales (e.g., $30,000 from 50 creative pieces).
- Direct mail is an excellent investment in a customer base, enabling brand recognition and customer loyalty.
Practical Application
- The tips provided can apply to various businesses, including energy management, appliance sales, jewelry, clothing, and travel.
- Examples of personalized direct mail: "How-to" tips, articles from local news and unique personalized calendars.
Importance of Personlization
- Personalize your mail for maximum engagement and impactful results; don't rely solely upon generic or pre-printed mailings.
- Addressing mail personally and hand-addressing each letter will produce higher quality returns on investment than mass mailers
- Investment in mail-marketing is a form of personal leverage. Cold calls are less effective; mail is a more personal way to contact prospects.
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