Direct Mail Idea #4: The Consumer Wants Their Message Customized
A survey conducted by the USPS tells us that 43% of consumers want their marketing to be personalized and customized.
It has never been more important to sort your blue lists into a number of different categories; sort by buying power, interests, loyalty, by city and so on.
In doing so you will allow yourself to easily create a specific message to that particular audience. For instance, maybe you met a large group of your blue list at the church you attend. You can very easily create a personal piece that speaks to that one group. “As a member of your congregation I have a commitment to exceed your expectations as a real estate professional.”
These “I’m one of you” messages provide value to the reader and open you up as a resource to whom they can turn to with questions.
DID YOU KNOW? 58% will read your direct mail piece in either the kitchen or the living room? (USPS, Mail Moment Survey, 2005) Please scan the blog for previous direct mail tips
Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing. The book can be purchased on MyBlueGoose.com or Amazon
JenRan Realty, LLC - Woodstock, CT
This sounds like a good idea but a bit tedious. Wouldn't this require doing nearly each mailing individually in order to sort into different categories? How does one determine buying power without knowing the recipient?
I agree with the "I'm one of you," if they feel like you can relate to their situation they will call.
Oct 30, 2007 02:43 AM
Author of My Blue Goose, Business Dev. Exec. of Xpressdocs - Orlando, FL
It depends how you segment your lists Jennifer. Certainly this idea is meant for you to segment your larger groups of interests (50 or more). With companies like Xpressdocs, you can create a custom postcard, upload your mailing list, choose to have them send it out or you and the whole process will take about 15 minutes.
To answer your second question, this idea focuses on what I call your blue list i.e. farming list, sphere of influence etc. Not all of us keep as detailed notes on our past/present clients however some of us do. Categorizing by income isn't always possible.
Tedious? Yes, maybe sometimes. But when we talking about getting business, the effort is well worth it.
Thanks for the comment!
Oct 30, 2007 02:54 AM
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