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Portfolio > Economy & Markets > Economic Trends

Mail campaigns that actually work

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How often are you in contact with your clients? Three or four times a year? Do you put all your clients into the same contact campaign? Did you know that even a low volume contact campaign should include 10 or more points of contact each year? And your ideal clients should be getting a higher volume contact campaign, which can include 18 to 58 or more points of contact each year. Sound impossible? It’s not. Sound too time consuming? It shouldn’t be.

First, choose your contacts. Divide your clients, prospects, professional referrals, friends and family into two categories: ideal contacts and non-ideal contacts.

Ideal contacts are people who are or could become ideal clients, as well as those who could refer ideal clients. Accordingly, non-ideal contacts are people who are not currently and aren’t likely to become ideal clients, and could not refer ideal clients.

Next, choose your message and frequency. A high contact campaign should have at least 58 points of contact each year. Some examples include a weekly economic update, financial articles or newsletters, a birthday card or client anniversary card, and holiday cards for Memorial Day, Labor Day, Thanksgiving and Christmas or New Year’s.

A moderate contact campaign should include at least 18 points of contact each year. Send a monthly economic update instead of weekly, in addition to your other points of contact. For a low contact campaign, which should have at least 10 points of contact each year, send an economic update once a quarter, in addition to your other mailings.

Finally, choose your delivery method. The age, occupation and geographic location of your contact may factor into determining whether they prefer to receive their information through e-mail or postal mail. A good rule of thumb is weekly correspondence should be electronic – make sure to give prospects a way to opt-out. Everything else should be done with postal mail. Postcards are acceptable for this and less expensive than cards or letters.

Brian Clark is vice president of sales & marketing for Peter Montoya Inc. and HOARD Client Systems. Both companies specialize in marketing for financial services. He can be reached at [email protected].


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