Postal Service Office of Inspector General (OIG) teamed up to study the circumstances under which email or direct mail was more effective. Scientists at Temple University’s Fox School of Business, Center for Neural Decision Making and the U.S. But if it increases the chance that recipients will open your mail, it’s worth all the time it takes. Yes, it sounds labor- and time-intensive, and it is. Don’t brand the envelopes hand address each. Use these for your sales letters, newsletters and other items printed on paper. In other words, if they put such little care into how they market themselves, I don’t think I’ll take a chance and hope that they’ll put more effort into marketing my home.īut they do get one thing right: they send it in a business-sized envelope without branding, and they send it consistently.Ī recent ANA/DMA study of direct mail response rates finds that the old-fashioned business-sized envelope (also known as “letter-sized” and #10) “produced the best median response rate overall – 15.1%.” Sometimes they don’t even bother to center the paper in the copier and the image is crooked. It appears to be an Excel graph that they’ve reproduced on their office copier.
Although I respect their consistency in mailing to me each month for the past three years, the report is ugly. I can’t for the life of me remember the couple’s name that sends me this report and I trash it after reading it. I enjoy learning what my home might be worth by comparing it to recently sold homes.
Real estate mailings update#
Every month I receive a market update from a real estate team here in town and that goes in the keep pile. When I separate my mail every day, I put the garbage-looking mail in one pile and the stuff I’ll read in another. Since trust is something high on the list of qualities that real estate consumers seek in an agent, maybe it’s time to add something “new” to the marketing mix. Interestingly, 43 percent more of the respondents trust direct mail than Facebook and other social media ads. Notice how all of the channels that have been pronounced “dead” top everything digital.
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