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Episode 1475:
Matt Wolfe shares expert advice on growing a direct mail marketing list, blending traditional techniques with modern digital strategies. Learn how to effectively engage your audience through personalized outreach and build a list that delivers results, despite the dominance of online marketing.
Read along with the original article(s) here: https://evergreenprofits.com/grow-a-direct-mail-marketing-list/
Quotes to ponder:
"Direct mail can be one of the most personal ways to connect with your audience, cutting through the digital noise."
"Growing a direct mail list isn’t about numbers it’s about quality engagement with your ideal customers."
"When digital marketing becomes oversaturated, direct mail can make a real impact by reaching customers where they live."
Learn more about your ad choices. Visit megaphone.fm/adchoices
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[00:00:26] This is Optimal Work Daily.
[00:00:28] How to Build a Targeted Direct Mail Marketing List While Growing Your Email List by Matt Wolfe of EvergreenProfits.com
[00:00:37] Last year we managed to grow a pretty decent sized list of addresses that we've been using for direct mail marketing.
[00:00:43] These are physical home addresses where we can ship letters, goodies, sales messages and promotions.
[00:00:48] It's not quite as quick and easy to mail as an email list. There are printing and shipping costs involved.
[00:00:54] However, when we mail our email list, we may see a 10% to 20% open rate.
[00:01:00] With direct mail marketing, when we mail our list, people are excited to be receiving something in the mail from us.
[00:01:06] We obviously don't know the exact open rate when it comes to direct mailing, but I can guarantee it's a heck of a lot higher than 20%.
[00:01:12] I'd venture to guess it's somewhere close to 90%.
[00:01:15] We've really built this direct mail list in two ways and both strategies have grown our email list in the process.
[00:01:22] How to Win at Direct Mail Marketing with a Free Plus Shipping Giveaway Offer
[00:01:26] The first strategy we used to build our mailing list was a free plus shipping offer.
[00:01:31] With this strategy, you are basically telling people you'll give them something for free in the mail if they just cover the cost of shipping.
[00:01:37] We recently sat down with David Sinek from Paleo Hacks to discuss how he used the free plus shipping model to sell over 400,000 cookbooks.
[00:01:46] The idea is that you break even on the cost of the book and the shipping while collecting home addresses and email addresses.
[00:01:52] We created a free plus shipping offer over at Evergreen Wisdom and about 17% of the people that land on the page take us up on our offer to get a free copy of the book.
[00:02:01] We charge $6.95 for the book, almost the exact cost for us to print and ship the book itself.
[00:02:08] Other than building a direct mail marketing list and an email list, we had an additional benefit to this strategy.
[00:02:13] After someone placed their order, we were able to offer them the ability to add a subscription to the Evergreen Profits letter to their order.
[00:02:20] Since we already got their credit card details in the first step, we didn't need to ask for anything again.
[00:02:25] Customers simply had to click yes or no and it would add our upsell to their order.
[00:02:29] We added about 20 new Evergreen Profit letter subscribers just through this promotion.
[00:02:34] This is sometimes referred to as one-click upsell and is a feature that you should look for when making decisions on what tools and software to use when running this kind of offer.
[00:02:43] Here's how you can emulate a free plus shipping offer.
[00:02:46] 1. Think of something that you can give away for free and determine your costs to produce and ship it.
[00:02:52] In our case, it was our latest book.
[00:02:54] Our printer charged about $3 to print the book and about $3.50 to ship the book.
[00:02:59] 2. Create a landing page.
[00:03:02] The page should talk about the benefits of the offer as well as offer it for free if they just cover shipping.
[00:03:07] We used ClickFunnels to build ours.
[00:03:10] 3. Link the landing page to a simple checkout page.
[00:03:13] We like Thrivecart for the checkout page because it's the simplest to use and has the most powerful feature set we've seen.
[00:03:20] Forward any sales emails over to whoever is fulfilling the physical product that you're shipping out.
[00:03:25] 4. Create any upsells that you might want after the book offer directly inside Thrivecart.
[00:03:31] It's a super simple strategy.
[00:03:33] Once we had our book created and we knew our costs, we had our pages, our checkout, and our fulfillment system dialed in within a matter of a few hours.
[00:03:42] 5. Direct mail marketing and how to do a free giveaway in exchange for something.
[00:03:46] The second strategy that has worked well for us was another free giveaway, except this time we didn't charge for shipping.
[00:03:52] We simply asked for a favor and in exchange we'd mail them something.
[00:03:56] In our case, we were asking people to subscribe and leave a review for our podcast.
[00:04:00] After they had done those two steps, they'd fill out a quick form and we'd mail them a teaser strategy guide from the Evergreen Profits letter.
[00:04:07] This allowed us to kill multiple birds with a single stone.
[00:04:11] We got new podcast listeners, got a ton of reviews, collected shipping addresses, collected email addresses,
[00:04:16] and with each freebie we sent out, we also included a little sales letter that promoted our Evergreen Profits letter.
[00:04:22] All said and done, it cost us about $1.50 per person to mail them a little sample strategy guide.
[00:04:28] So for a cost to us of $1.50 per person, we got a physical address, email address, a new podcast subscriber, a review,
[00:04:36] and an opportunity to pitch our program to them in multiple ways.
[00:04:40] I'd say that's pretty good value for the money.
[00:04:42] This was also super simple to set up.
[00:04:45] It's almost the identical process as the book giveaway except that we didn't have a checkout page.
[00:04:49] Here's how it works.
[00:04:51] 1. Think of something you can give away for free that will be inexpensive to produce and to ship.
[00:04:57] It can even be a typed letter in an envelope like we sent.
[00:05:00] 2. Create a simple landing page that explains the details and steps of the giveaway.
[00:05:05] Make sure to collect name, email, and shipping address.
[00:05:09] 3. Forward any orders for the freebie over to your fulfillment company,
[00:05:13] or if you're keeping it small, print out the letter yourself and pop it in the mail when someone fills out the form.
[00:05:18] It's as simple as that.
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[00:06:49] And thank you to Matt. He's been doing digital marketing since 2005, full-time since 2009, and started his first podcast over 10 years ago.
[00:06:59] Today, he focuses on educating, consulting, speaking, and helping others find success through the medium of podcasting,
[00:07:06] and also helps fellow online entrepreneurs drive more traffic to their offers, leveraging paid traffic and SEO.
[00:07:12] He has books on WordPress, traffic, and more.
[00:07:16] And to hear his podcast, search for the Hustle & Flowchart podcast wherever you listen.
[00:07:21] Great guy and a real friend of this show, so definitely check out his work.
[00:07:26] But that'll do it for today.
[00:07:27] Thank you so much for listening and for being a subscriber.
[00:07:30] Have a great start to your week, and I'll be back with you tomorrow where your optimal life awaits.