Direct Mail Marketing Basics Part 3 of 5: Formatting Your Message

In part 3 of our 5-part series, we’ll take a look at the different methods that you can use to format your direct mail message. Each option has pros and cons that we’ll be discussing to help you make the best decision for your business.

Postcards – Marketing Postcards can make for an attractive option and have the highest direct mail read rate. Their small size means they’re great for attracting attention, as they tend to stand out from the rest of the mail. While they don’t offer much room for text, they can be a cost-effective way to deliver a brief message to a lead or to thank a previous client.

Letters – Letters are great when you want to tell a story, offer testimonials, or personalize your sales message. Their larger size means that you can offer a longer sales pitch which can help you sell your service more effectively. Additionally, the letter format allows you to include other elements in your direct mail piece. For example, you can offer magnets or calendars that help people remember your business long after the letter has been discarded. Also, a letter gives you the opportunity to use a reply envelope so people can obtain more information about your services.

Brochures and Booklets – These make for the most visually appealing mailings but are also the most expensive. As such, you should make sure that if you use a brochure or a booklet, you’ve done your homework first. Pick your target market carefully—an affluent zip code, for example—and have the printer create a small number of brochures. Then, test it on just a portion of your potential customers before committing to large printing costs. If you find that brochures merit the expense, they’re a great way to share information in a visual way with your mailing list.

Flyers – The larger format of a flyer makes it a good choice when you want to communicate a lengthier sales pitch but unlike a letter, they do not lend a personalized feel. As such, they tend to work better for general announcements. If you do decide to use them, they provide a lot of choice: they have many folding options, you can print on the front and the back, and you can even coat them for extra protection from the elements.

Once you’ve decided on the formatting you’d like to use, the next step is to craft your message. In part 4 of this series, we’ll discuss how to write effective sales copy for your direct mail piece.

Celebrating 15 years in Business! Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and 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.

The Ugly Word: Marketing

Let’s face it. Many people have a negative perception of the word marketing. Oftentimes the connotation is that in marketing, people are subjected to advertising or promotions that are unappealing or not geared toward them. This is particularly the case with mortgage marketing where the implication is often that the content is disingenuous or even impersonal. Yet marketing can be beneficial if it’s done correctly–namely, if it’s personal and geared toward the right audience.

The first issue—creating personal marketing—is something that can be easily done with a little forethought as you design your marketing materials. Obviously, you want to personalize your message. This means that you want to avoid those, “Dear Valued Client,” mailings. Instead, use your client’s first name. Additionally, consider using photos in your marketing materials not only to make them more appealing but also to add a personal touch. And if you have time, include a handwritten note on your direct mailings. For example, “Hope the new house is working out great!” Making a genuine effort to be warm and engaging in your promotional materials will pay dividends when it comes to generating new business.  Promotional marketing can include: direct mail pieces,marketing postcards, social media and branding.

As for gearing your marketing approach toward the right audience, think in terms of market segmentation. For instance, the type of marketing materials that you would send to a potential homeowner would differ from those you might want to send to a past client who you helped to buy a home 2-3 years ago. In the latter case, you might decide to send out a promotional piece mentioning great rates on Home Equity Lines of Credit. This approach is more likely to yield benefits to not only yourself, but also to those who could really use your services.

The important thing to remember as a mortgage marketer is that how you choose to market yourself determines whether the word is “ugly” or not. By focusing on providing personalized, segmented marketing, you can do your part to remove the negative connotations from the word and have people appreciate your promotional efforts.

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and 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.

Social Media: Seven Ways to Let the World Know You Exist Online

You've worked hard to make your website the best representation of your business and brand. You've written content that sells who you are and why potential clients should work with you. You've provided material that is engaging and informational. You've done all the necessary steps to ensure your website is a successful marketing tool. But does anybody know about it other than you?

Website marketing is not a sit-around-and-wait-to-see-who-visits type of marketing. Like anything else you do, you have to work hard and put in the time and effort to see results. Below are seven ways to let everyone around you know they can find you on the web. Having a strong social media presence is essential in today's business.

⦁ Your website needs to go everywhere. If you advertise any part of your contact information, your web address should be included as well. Think classifieds, business card and even your email signature.

⦁ Use offline methods to promote your site. Some examples could include:  marketing postcards, door hangers, car magnets, and other marketing material.

⦁ Get other websites to link to your site. Reach out to your contacts such as colleagues, appraisers and realtors, attorneys, etc. and ask them to link to your site (and in return you can reciprocate the favor). This will not only be another way to promote your website, but it will also help improve your rankings in search engines.

⦁ Use your domain’s email address in all business that you do. If your site is ⦁ www.xyz.com, then your email should be ⦁ you@xyz.com. This helps people easily identify the two together and it helps build your brand.

⦁ Enroll the help of a blog. Unique content helps with your search engine rankings, so take advantage of the power of a blog. A blog allows you to offer fresh, relevant, regular content to your visitors. If visitors are attracted to your information, they are more likely to follow future posts, hang around your site and promote your site to others.

⦁ Consider a pay-per-click advertising campaign. Designate part of your marketing budget to various search engines. They will publish your link on relevant sites and web search results and you only pay if someone clicks on the link to your site.

⦁ Word of mouth marketing. Don’t forget how powerful your own voice can be. Tell prospective clients, friends, family, current clients, referrals, and partners about your site.

Don’t let all your hard work go to waste. Utilize all the ways in which you can help promote and drive traffic to your site.

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and 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.

Mortgage Marketing, Direct mail and the Death of the Mortgage Broker

 If you have survived the housing disaster and are still a mortgage broker, be proud of your efforts to stay afloat in this tough economic recovery!  It certainly has been a roller coaster of new rules and new regulations to follow.  

Most recently with interest rates still low and real estate values slowly improving in pockets across the country.  Investors from overseas still love owning American real estate!  From Canada to as far as China investors have horned in some amazing deals. Cash is still KING when it comes to real estate and if you do not have a lot of cash to purchase with or put as a down payment, what are your options?

Mortgage Brokers for years now have helped bridge the gap between retail lending and wholesale lending.  What does this mean in laymen terms? Most potential homeowners now are left to go to their neighborhood bank to get approved for a home loan.  Mortgage Brokers are able to work with a variety of programs because they simple work with more than one lender. 

So how do you attract and find these clients that really need your help? Mortgage Advertising can simple mean a way to reach out to as many clients as possible.  You can purchase data lists with specific financial information to target a certain segment of the population looking to purchase, refinance etc. 

In our experience a direct mailer campaign or marketing postcards can be a quick and effective way to reach hundreds of potential clients.  Even with social media and online advertising taking center stage these days.  Do not rule out a simple blast of mortgage mail by email or by direct mail.  Those pesky little marketing postcards we all get do still work and will make your phone ring. 

Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and 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 - Data Lists, Design, Printing, Mailing, and Postage.