Delivering the Best Direct Mail Piece to Your Prospects

Each week, your prospects are busy receiving mail everyday. Here are seven suggestions that will help your direct mail piece stand out amongst the junk and prove effective.

⦁    Personalization. ‘Dear Stacey’ hits home better than ‘Dear Neighbor.’ Use the word ‘You’ often, and don’t be afraid to incorporate personalized details into your messaging. Something along the lines of… More Corner Pointer homeowners have refinanced through me than…” The more you can relate to them personally, the more attention your message will receive.

⦁    Testimonials. When doing business with anyone, in any industry, trust is key. When someone is looking for mortgage lending services, they want to know they can trust you with their home life decisions. Include testimonials whenever possible. Be sure they’re real people providing real feedback. And always make sure you have a signed release from testimonials first before you make these statements public.

⦁    Use a P.S. In a direct mail piece, the P.S. is one of the first elements read by your recipient. And if it’s not the first thing read, virtually all people will read the P.S. versus the meaty content in the middle of your pitch. Use your P.S. to restate your offer or repeat your call-to-action.

⦁    Give direction. Don’t be afraid to tell your recipients what to do. If you don’t have a call-to-action, your mail piece will never succeed. Instruct your reader to visit your website or return a form, for example.

⦁    Include an opening line. Like the P.S., you can be assured that everyone will at least read your opening line. This simple introduction will determine if your recipient keeps reading or throws your mail piece in the trash. Keep your opening line focused on the reader and make sure it previews your offer. A good opener may sound like this: ‘My notes show that your mortgage payments are due to increase soon. Before your rates adjust, you can get a stable, fixed rate on a refinance now. Read on to find out how.

⦁    Prepare for skimmers. Skimmers are people who don’t actually read your mail piece from top to bottom. Rather, they peruse through your content, sometimes in a random order. Bulleted lists, subheads and call-outs are effective for catching a skimmer’s attention. However, be sure these bullets and subheads make sense and fit the content. If they don’t, they may distract your top to bottom readers.

⦁    Remember your envelope. Some of your recipients won’t read your mail piece, but they will still see your envelope whether they open it or not. Studies have shown that envelopes with hand written addresses with a first class stamp are most likely to get opened.

Titan List is a full service Advertising and Design agency specializing in Mortgage Marketing, Direct mail Postcards, Search Engine Optimization and Website / Graphic Design. Established in  1998, Titan List has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.