February, 2009
An Ode to the Self-Mailer
Insurance Firm Holds the Envelope
Challenge: BlueCross and BlueShield United of Wisconsin (BCBSUW) needed a strategic direct response program that would double sales for Personal Choice.
Solution: The first solution took the form of a traditional package, including:
- Two-color, two-sided 9˝ x 6˝ envelope
- Glossy, four-color, three-panel brochure
- Two-color, two-sided lift note
- Business Reply envelope
- Two-color, two-sided letter with attached reply form
Before unleashing the new, eye-catching mailer on the BCBSUW audience, they kicked off "part two" of the program to create and test a worthy direct mail opponent. Because packages almost always outperform other types of mailers, they were very happy with the first solution. However, they were challenged to base the second solution on an entirely different type of mailer, while using the same "comfort" concept.
Going for a dramatically different test opponent, they developed a three-panel, four-color self-mailer as an alternative solution. The design included straightforward copy; appealing photography; and a simple call to action in the form of a pre-addressed, perforated and postage-paid Business Reply postcard. Compared to the package, this mailer's copy was condensed and more to the point. Images, headlines, subheads and bullet points helped lead readers' eyes from left to right-where the offer was featured.
The self-mailer cost substantially less to produce and distribute. It was printed on a matte finish paper stock, rather than the traditional glossy. At less than 40 cents per piece (lists, creative, print and mail), the self-mailer concept was a very economical solution.
Both mailers contained the same offer: Use the postage-paid "EZ Reply Form" or call toll-free to receive a free fact kit.
Results: The self-mailer pulled 2.18 percent response compared to the envelope package's 1.14 percent, crowning the self-mailer as the new control.
Not only did the self-mailer campaign exceed BCBSUW's weekly lead-generating goal, but its cost per mailing was more than four times less costly per lead ($75 to $17 per lead). The results:
- 275,000 uninsured individuals received it (25,000 per drop)
- 4,694 leads
- 1.70 percent response rate
- Average of 235 leads per week
Adapted from Target Marketing
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The Highly Engaged Referral
Not all referrals are created equal. That's not to downplay any referral in any way, it's just that to convert the referred lead to a referred customer there is one factor that plays a major role.
That factor is the participation of the referral source.
In other words, the more engaged your referral source is in the process of making a referral, the more likely it is that the lead will become a customer. The logic is pretty simple really - when someone refers a friend to your business, you are ultimately borrowing the know, like, and trust they have built with the referred party. The more engaged they are, the more trust they lend.
So, from a practical, business tactic standpoint, you should build engagement into your referral process.
The more willing your referral source is to participate, the better the lead. Participation can mean picking up the phone and calling a prospect or creating a way to formally introduce your business. In the referral world a three way lunch would be the ultimate, while a name scribbled on a scrap of paper would be the unultimate, but some folks are so eager to get any kind of lead, they'll accept the latter.
Someone is doing your business a huge favor by agreeing to make a referral of any sort, but you've got to believe in you heart that you are actually doing them a favor by allowing them to introduce your valuable products and services to others who will benefit. If you can wrap your head around that notion, then you will have no problems devising ways to get your referral sources more engaged.
Source: Duct Tape Marketing
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Pre-Survey" the Prospect
Got a hot prospect meeting in the near future? Send the prospect a "pre-meeting survey" by mail the week before. Ask them to fax you the answers to specific questions (i.e., customer's needs, concerns, budget, time constraints, etc.). Target your presentation to answer these questions and you stand a better chance of speeding up the sales process and landing a new client. |
