How To Perform A Snail Mail Campaign To Move People Into Your Online Funnel!
Janice R. Means, MBA Monday, February 13, 2017
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This process works best for business to business scenarios and not as well for business to consumer type offers. This should be used when your niche market is hard to identify using online keywords and/or you are trying to target a specific geographic area. If you have a great online target, this is not for you.
Your funnel is already up and running and you are lacking entries. You need a different strategy that alludes the online gurus because your niche is just a bit unique. You have validated that the offers do appeal to the target audience when the audience is located.
For offline target campaigns, it can take five to nine times for someone to recognize the offer or your name and act on it. This process will plan for seven, eight, or nine (7, 8, or 9) messages to your targeted list with postcards with the call to action to request the full educational/offer online. Once they are online you can move them through your funnel. Some would call this an offline drip campaign or pre-funnel campaign.
We recommend you use postcards so that they are most likely to be read. They’ll usually glance at each side before they toss the card into the trash. Closed mail is frequently tossed without ever being opened.
The best size for the postcards is 4.25” x 6” because it’s the biggest size you can use and still use first class postcard postage. The postcard postage is usually $0.15 less than a traditional first class stamp ($0.34 vs $0.49). Depending on the volume of cards you plan to send for each iteration, there are also services that can use pre-sort to save additional postage and that is a topic for a different article.
Just as you would for online, you will create a free education or information offered. The offer should include at least seven (7) unique points and as much more that you feel are of value.
You will put at least one (1) valuable education piece on each card – depending on the complexity of the items, you can include a few more. You want it to be enticing enough for them to want to know more—just like online. Include a call to action to request the other xx tips online at an easily accessible URL. We recommend that you do not use a QR code or if you do use a QR code to also include the URL as well. Since you are sending these to businesses, they will probably use a computer versus their phones.
Depending on your market and their sense of humor, you can create a final card that states, “I SURRENDER” with a white flag. You can include a comment that you hope they enjoyed your tips and that you will stop bothering them for now. The surrender is sometimes a way for them to come back to you.
Here are two condensed examples for businesses that we’ve used this method for before.
Computer Support/Hardware Support/MSP/Network Support company. Their cards started with, “Keep this card by your computer.” They titled them, “10 Things to help prevent viruses and malware on your computers.” Each card provided two or three (2 or 3) recommendations that do not require additional support to prevent unintentional infections.
An example of their tips, “Do not open attachments from people that you were not expecting an attachment from.” Their card then instructed them to request all 10 tips via online. They send the tips out via email it in a format that can be printed and posted next to computers. Once they’ve gotten their contact information, then move them through the appropriate funnel.
Phone service/installation/support company. Their cards were titled, “10 things your phone system can do to grow your business.” Each card provided two or three (2 or 3) ways that the majority of phone systems can be used to improve your relationship with your customers. An example of their tips, “Make sure you enable your voicemail, record an outgoing message, and of course, return any messages left.” Their card also instructs the reader to request all the tips in a single format via online as well. They also move them through the appropriate funnel as well once their potential customer enters their information online.
Ideally, you have already created your mailing list for this as it’s a niche you want to approach and you’re having trouble reaching them online. If not, there are a number of databases available to pull business data by geographic location or by industry type. The database provides physical addresses and a few other bits of relevant data. We’ve pulled both geographic and industry data for clients before. All databases do have a few inaccuracies. We’ve seen the fewest returned cards from those that created their own mailing list based on data they collected. However, it depends on the size of your niche if that makes sense.
Plan the frequency to send out the postcards based on the target group. Usually once, twice, or at most, three times a week is often enough. If you send more often, they could all end up being delivered at the same time which decreases the opportunity for response.
Print enough cards for each business on your list for the entire set of seven, eight, or nine (7, 8, or 9) cards that you have developed. NOTE: if you are delivering the cards weekly, you could space out the physical printing as well. This may allow you to print fewer cards as some will have responded early in the campaign and you could remove them from your mailing list. If you are doing three per week, you’ll need to print them all to be ready for the next mailing.
We suggest you print labels for your cards. If your volume is high enough, you may find a printer that can actually print the addresses the cards as they print the cards for you to save some time and possibly money. Some printers will also have the option for pre-sort and postage savings as well.
Depending on your funnel and target offer, we’ve done the list send out two different ways. The first way sends all of card 1 out to the entire list on the first mailing. All of card 2 out to the entire list on the second mailing. And, so on through all the sets of cards.
The other option is to start a portion of the list on card 1 on mailing 1. On mailing 2, those that started will get card 2 and another portion of the list will start on card 1. On mailing 3, the initial group gets card 3, the second group gets card 2 and a new group gets card 1. You continue this process until you get through your list and your cards. This allows more of a rolling process.
Both techniques work. Some feel the second option allows more of an even response to the cards. It can really vary just like an online free offer can sometime fluctuate.
Tracking tip: You can provide a different landing page for each card to know which card is really pulling in the most responses.
Best of luck moving your offline niche into your online funnel.