Direct Mail - Landing page = Conversions? | Warrior Forum - The #1 Digital Marketing Forum & Marketplace

10 years ago

Originally Posted by nicknav

I'm trying to start generating leads for my solar company and would like to hear from the pros

The plan:
1. Use highly targeted leads list and send them unique piece of direct mail(all local)
2. Offer a free promotion & Direct them to my landing page.
3. Landing page: Have auto-playing explainer video and sign up form to the right.

What kind of conversion rates have you seen with this type of process?

Any advice is much appreciated.

Why when you have highly targeted leads would you take them back to an online process when you have spent money via direct mail?

Usually the best way to capitalise on the mailing effort is to follow up the mailing with a phone call.

If you set up the mailing right and also have some competent people calling you can re-enforce the message immediately by the telephone sales staff giving a third party endorsement for you.

This is how it could work.

If you mailed a small item like a bar of soap ... or some other power related 3d mailer then you can follow up with a phone call.

The follow-up phone call goes something like this...

"Hello did you get my mail?"

What mail?

"The one with the bar of soap"

(the mailing says we are a solar company but you don't know us from a bar of soap)

You can link the soap to how solar power is going to give them unlimited hot water during the colder months and how having some extra soap is always a good thing considering their hot water is so cheap now that they are going to be really enjoying it.

Another angle is mailing batteries but that can get tricky depending on where you are.

"Here are a few batteries for the kid's games"

Soon power is going to be so plentiful around your place because....

My advice.

Get them on the phone after you mail.

Kind regards,

Ozi

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eccj

10 years ago

Originally Posted by Oziboomer

Why when you have highly targeted leads would you take them back to an online process when you have spent money via direct mail?

Usually the best way to capitalise on the mailing effort is to follow up the mailing with a phone call.

If you set up the mailing right and also have some competent people calling you can re-enforce the message immediately by the telephone sales staff giving a third party endorsement for you.

This is how it could work.

If you mailed a small item like a bar of soap ... or some other power related 3d mailer then you can follow up with a phone call.

The follow-up phone call goes something like this...

"Hello did you get my mail?"

What mail?

"The one with the bar of soap"

(the mailing says we are a solar company but you don't know us from a bar of soap)

You can link the soap to how solar power is going to give them unlimited hot water during the colder months and how having some extra soap is always a good thing considering their hot water is so cheap now that they are going to be really enjoying it.

Nice idea with the bar of soap. It would also stay within the weight limit of first class mail with a single stamp. SO cheap, simple, remember-able, and something people will keep.

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TakenAction 10 years ago

It depends, I'd highly recommend testing but my best bet would be:

Snail mail direct mail pieces>> phone consultation

Don't one and done the campaign, make sure to follow up with other pieces and make other offers (maybe even smaller costing offers) to get them to start buying from you.

Anyways, are these leads you're going to use from people who have bought related items to what you are selling?

What is your LTV of a customer?
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Doran Peck

10 years ago

Originally Posted by nicknav

I'm trying to start generating leads for my solar company and would like to hear from the pros

The plan:
1. Use highly targeted leads list and send them unique piece of direct mail(all local)
2. Offer a free promotion & Direct them to my landing page.
3. Landing page: Have auto-playing explainer video and sign up form to the right.

What kind of conversion rates have you seen with this type of process?

Any advice is much appreciated.

You haven't provided any of the elements that are relevant to determining ROI or conversion

Content stuff.

The "messenger" ..your process for getting the content to the customer eyeballs doesn't cause ROI.
....any medium ( or messenger) can be used effectively, or used poorly...its what the messenger presents, that determines everything.

So with that being said, you could probably get 100 pieces of advice from people here as to what you should include in your content.

I'm willing to bet that the best pieces will come from the people who have purchased your products before.

go interview them. what specific thing made them buy...and you might get different answers. What are the primary aspects of the product that people seem to gravitate to, or value most.

Your messenger should speak this same language that they speak to you and present these same ideas.

....You probably already kind of knew that...but..go actually do that exercise because your customers will write much of your content for you.

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Peter Lessard

10 years ago

To answer the question anywhere from amazing to total bombs.
Its really like me saying here is my plan

1. Put on baseball uniform and shoes.
2. Pick up a bat and walk to home plate.
3. Swing at ball when it is pitched.

What kind of batting averages have you seen with this process?

We can be more helpful about specifics but not so much in this case.

To keep with the same analogy I used though your batting average will go up with practice, testing and constant adjusting. As an example I would NEVER just put up a lander with an explainer video and hope it worked. I would constantly split test several landers, quickly replace the duds and keep the winners and continue testing. Same goes for the mailer and offer. Successful marketing is not a destination, its an ongoing process.

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nicknav

10 years ago

Thanks for the great responses.

The soap is good. I had a colleague once put a single asprin in envelope that he had good results with.

I do understand my process was vague, but I was trying to get an idea of what your success have had, not what mine will be. I know this will be a trial and error process and I agree with test, test and test. That is the definitely the plan.

For those of you who have done direct mail to landing page, what kind of conversion results have you seen?

Thanks
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Oziboomer

10 years ago

Originally Posted by nicknav

Thanks for the great responses.

The soap is good. I had a colleague once put a single asprin in envelope that he had good results with.

I do understand my process was vague, but I was trying to get an idea of what your success have had, not what mine will be. I know this will be a trial and error process and I agree with test, test and test. That is the definitely the plan.

For those of you who have done direct mail to landing page, what kind of conversion results have you seen?

The conversion results others can give you will not help.

Personally in one of my businesses we mail highly targeted packages to potential clients who are just like our existing clients.

The mailing list we generate through a cold call but we are not really calling cold because we have a type of referral system that helps us build the list of prospects in focussed areas.

We send a full sample pack with case studies of similar organisations (B2B) using the products and example of how they modified our offerings to suit their situation.

The mailed package contains samples, case studies, a DVD with training on product use, a written guide on suggested uses and how the product can replace existing products used. It has typical cost comparisons. fax order form, email order link and guide to using the online purchasing system.

The response rates are high with the split being of all respondents 41.2% use the online order system, 23.4% use the fax order form and 29% use email and 6.4% call us on the phone.

We follow up all mailed sample packs up by phone and email.

The mailings are done to suit the buying cycle of the institutions we mail these to and those buying cycles are publicly available if you know where to look.

Where we are not getting immediate response we get a trickle effect from the prospects we have targeted in their next buying cycle.

We follow up with the non respondents in the lead up to their next purchasing cycle.

Using this method has worked for us with a few industries and organisations we have identified as ideal fit for our products and services.

The initial package is delivered in a 3kg express courier pack direct to the target.

This provides additional information we add to our database as we are getting a variety of people signing for the deliveries and we take the POD and build a profile of the recipients adding them to our next round of contact.

We manage the whole process via a spreadsheet and CRM.

These are not volume mail outs but geared towards the growth rate we can handle.

Regardless of how they purchase the first time they are processed through the online system so the automation of order tracking, order followup and review and referral systems are triggered as is the system to allow them to repeat orders through the online system.

Ultimately most of the repeat purchasers end up purchasing via the online system but to take them there for their first experience with us as the sole route is not the most successful way for us.

You will need to test what works for your market.

Best regards,

Ozi