You Have Got Mail Or Do You?
So many agents believe that all they need today is email to reach their prospects - and their clients. In my opinion, that's a convenient excuse for not spending the money for postal mail.
The statistics Winston quotes here show clearly that ignoring postal mail means ignoring more than 39% of your prospective clients. One comment on his post said "Yes, but you're reaching the other 61%." Maybe, maybe not. Perhaps a good number of people in that 61% prefer email because it's so easy to delete.
I know that when I visit my gmail account, I only go there to delete the mail. I only use that address when I have to leave an address in a place where I know the ads will soon follow.
Perhaps the numbers would be different if a poll was taken that included ONLY millennials.
I'm sure it would be different if a poll included only senior citizens, because I know many seniors who either don't own a computer or smart phone - or who check their email only every week or two.
We have members here who have proven that direct mail works and works well. Barbara Todaro comes to mind.
If you really don't want to use postal mail, don't use it. But don't try to convince others that it doesn't work, and don't think that you're reaching every potential client when you stick exclusively to email.
You Have Got Mail Or Do You?
These days, most people have phone and email access in the palm of their hands, via their mobile devices. So it’s easy to assume that direct mail is no longer a viable way to reach your prospects and clients.
Not so.
According to data by the Post Office, a whopping 39% of households prefer to receive advertising and special offers by mail rather than phone or email. Also, 43% favor direct mail over email when receiving correspondence from businesses and professionals they know.
So don’t make the mistake of dropping direct mail from your communications strategy. If you do, you’ll cut out more than a third of your market!
P. Winston Heverly, GRI, ABR, SFR, CDPE, CIAS, PA
We service all of Palm Beach County and S. Florida
513 N. Country Club Drive, Suite 200, Atlantis, FL 33462
Office: (561) 247-7376 - Fax: (561) 537-7223 - Cell: (561) 629-2660
Email: PWH@WinstonRealty.co - Web: WinstonRealty
Search: Atlantis, Boca Raton, Lake Worth, Palm Beach Gardens,
South Palm Beach, West Palm Beach
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