Continuing the discussion on direct mail, you want to know what mail is working to bring you new buyers and sellers. How do you do that simply and effectively?
Simply test mail piece “A” against mail piece “B” by dividing up your mailing list and then direct recipients to visit different websites or email you at a different email address depending upon which mailing piece they receive. Keep track of the analytics and tweak elements(s) in your new mailing each time, repeating the winner of each trial in the next direct mailing.
Review your direct mail results often and take note of how often buyers and sellers mention your direct mail pieces or ask them, “Did you receive my mailing about [specific topic]?”
Keep in mind that your clients may have been getting your direct mail for quite some time before they decided to sell or buy a home. Keeping your prospects in the loop for the long haul can reap dividends for you in the long run.
Let us know how you keep track of direct mail results.
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