If you can’t decide whether to use email or direct mail, consider this information from Bob Bly’s monthly newsletter:
Want to boost your open rates? Then test direct mail against your
emails. According to the Data & Marketing Association (DMA), up
to 90% of direct mail gets opened, compared with only 20% to 30%
Source: Talon Newsletter, Sept. 2021, p. 2.
Instead of choosing between direct mail and email, choose both.
Email has the advantage of being inexpensive. However, much of it is deleted without being read.
Direct mail has the advantage of sicking around longer, along with the real possibility that more than one member of a household will read your message.
Just remember, whatever method you choose to reach out to prospective clients, consistency is the key to success. Sending one or two messages isn’t much better than sending nothing at all.
If you’re unsure about what to send, click here to discover how to craft a real estate prospecting letter that will build trust and attract clients.