Are email drips equal in RIO to snail mail drips?
December 19, 2009
When I established Worthington Realty about 1.5 years ago, I wanted to always be experimenting with what I could do to convert leads to closed sales. So I set out to have the best email drip campaigns as well as the best snail mail campaigns. I have had much more success from a snail mail campaign than I have had from an email drip campaign. I often question myself with what I am doing right, and what I am doing wrong!?!
The snail mail has a thick stock cotton style envelope. Inside is a high definition business card, high definition tri-fold resume & a typed letter about me on one side & how I can help on the other side. I feel the presentation even though I’m not in person and doing this by snail mail is so powerful that customers call; about 2 out of 100 mailers to be exact. Generally speaking, I usually list and sell the property. I ask myself the question, what if I implemented a follow up snail mail campaign after the initial mailing? I will report back with my results in a future post. Can I close more snail mail sales as opposed to just one mailer, why not 3 or 4 snail mailers, especially on quality listings?
The email drips seem to have less response than a snail mail campaign. Surely I have closed leads off of my website and then referred from those sales. BUT, my conversion rate is far less than 2% like the snail mail.
My take is simply this. Email drips do work, but are easily forgettable to consumers. Snail mails are more expensive but since the consumers are physically touching quality materials, they are not easily forgettable as apposed to emails. Your thoughts? So much for my quest to go paperless…
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3 Responses to “Are email drips equal in RIO to snail mail drips?”
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I don’t think 2 % conversion rate is that bad. I think it depends on what you are selling. Are you selling $100,000 homes or 5 million dollar homes, how may can afford the homes in your area. I think you might try something in between the 2 methods. For example use hard material like colored printer paper that is inexpensive. instead of snail mailing have it hand delivered. Drop the material on the door mat where prospect will have to see it and touch it to pick it up. Try this over a long period of time like once a month for 2-3 years, be consistent.
I think a balance of both snail mail and drip email are good. Drip email with a link to click through to our website and snail mail to our data base of people we know or have been in contact with.
I agree with Barry that a 2-percent conversion rate is not bad. Not only is it not bad, it’s actually pretty good.