If you send prospecting letters…
Do you use postal mail or email?
This week a real estate agent who had purchased some of my real estate prospecting letters called to ask whether she should send them by postal mail or email.
I told her that I hadn’t heard from any agents who had done a split test on that, so I couldn’t give her any statistics.
However, I did have some thoughts on it.
If the list is cold, then postal mail is the way to go. If you get a list of email addresses and just begin mailing to them, you can be labeled a spammer and get into a world of hurt. Plus, instead of making a good impression, you’re apt to be making a poor one.
However, if you choose to put a capture box on your website and invite visitors to opt in, then email is obviously less expensive. You can also email to anyone who has given you permission in any other way.
I also told her that I thought it was a good idea to mix it up. Some people will be more responsive to email and others will be more likely to read their postal mail. Some will read a letter over a post card and some will do the opposite.
If you prospect, what do you do?
Have you done any split tests to see which is more effective? If so, what were the results?
I’d love to pass this knowledge on to my customers, so – please share!