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5 Tips To Improve Your Yellow Letter Conversion Rate

Direct mail isn’t dead. In fact, it is one of the best ways to jumpstart your business and generate leads. One of the reasons that investors have stayed away from direct mail is the cost. It is no secret that direct mail can be an expensive proposition. If you do not know what you are doing and execute the mailing poorly you will be disappointed with the results. On the flip side you can quickly make your money back, and then some, with a well-executed campaign. The difference between success and disappointment is often in the little things you do. The type of envelope or the way you address it makes a bigger difference than you may realize. There is great success to be head with direct mail if done right. Here are five tips to improve your yellow letter conversion rate.

• Envelope First. There are two main options with a direct mail campaign: postcards and letters. There are pros and cons with either option but generally speaking a yellow letter envelope is most effective. A double-sided postcard can be less expensive and give the reader two chances to read your information but also looks and feels wide ranging and generic. A letter, on the other hand, has a personal look and feel to it. The recipient is more likely to open a letter with a local return address than stop to read a glossy postcard. A hidden secret to improve open conversion is to handwrite the address. For just a few more dollars your letter can feel like it is sent by a real, local person in your area. If the envelope isn’t read you have no chance of securing a deal. The envelope is like the first ten minutes of a movie in that it is when you generate interest. The letter can be outstanding but if the envelope is poor it won’t make a difference.
• Keep Letter Short & Sweet. We live in a short attention span era. Whether we are talking about TV or social media there has been a shift in how content is digested. This thinking must be applied when you consider your letter. Instead of the traditional letter format with an introduction followed by three or four paragraphs you need to keep it short and sweet. Put the attention on a few key ideas you want and focus on them. It is a good idea to use bullet points or lists instead of actual paragraphs. If you do not think you can put this together you should seek out the services of a professional copywriter. They could write the letter for you typically for a fraction of what you would expect. Just like with the envelope this made add an additional expense but in the end, it is worth it. If the letter is quickly discarded you eliminate any chance of converting that lead into a deal.
• Targeted List. You can’t get the results you desire without a targeted list. Your goal with any type of marketing is to convert leads to deals. It is not enough to simply get your phone to ring. The calls you get should be for properties in markets you really want. In keeping with the theme, you may pay a little more for a targeted list but ultimately it is worth it. There are companies that can produce lists for almost any niche you are interested in. If you want out of state landlords, homeowners in foreclosure or absentee owners you can find them. Start by picking the market and working from there. Even if the list is small it is better to focus on a narrow list than to expand it with zip codes you have no interest in. Spend some time finding and shaping your list rather than blindly mailing without a real purpose.
• Local Phone Number. Everything you do with your letter should have a local feel. People who receive your letter are much more likely to call if they see a local area code rather than a (800) number. It is understandable if you don’t want to give your cell phone and mix new leads with your existing business. The way around this is by using google voice or another automated service. Whatever you do it is important that you are ready to handle the call volume as soon as your letter is sent. Most callers will not leave a voicemail or answer a call if it is returned. If you don’t talk to them when they call your chances for conversion decline dramatically.
• Prepare A Call Script. Every incoming call should be treated like it is the one that will change your business. You need to be ready to act and know what to say every time your phone rings. It is a good idea to have a script or an application ready. You don’t have to read it line by line but you should be ready to answer a few common questions or complaints as well as get the information you need to move forward. The more prepared you are before the phone rings the smoother the conversation will go and the more confidence the caller will have with you.

By focusing on these five items you will see a dramatic increase in your direct mail conversion rate.

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