Posted in the Direct Mail Forum
#1 May 15, 2010
I am in the Financial Services industry, selling investments and insurance. I have a piece from my company encouraging financial literacy for families and encouraging them to teach their children at a young age. I've mailed to over 6000 households. Here's the kicker, I didn't have to pay for the mailing, it was FREE. All I did was pay for the names and addresses. I think overall, for being a compliance approved piece, its a pretty good piece. It has a coupon with a prepaid envelope to get more info on helping their financial literacy.
Ok, so, normally, when I have to pay for my mailings, I would mail multiple times to the same people (a "DRIP" campaign, but different pieces). But remember this piece is free. So, would you suggest I mail to all the nonresponders about a month later, with the same piece. That's where I'm leaning, since I already have the names, and the cost will be 0. And should I continue to mail to them the same piece monthly, or will their be diminishing returns since its the same piece?
Remember, I'm just trying to encourage young families to start saving for their futures now, rather than keep putting it off. If sales happen because its right for the family, great, but if not, I'm just there to answer questions. So this is not a "buy this now" type of piece.
Any input is welcome.
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