Like printed flyers, postal mail may seem out of style these days. But with all the digital messages constantly screaming at consumers, a warm greeting or even a clever solicitation in the mailbox can offer a nice break.
And if a trusted advisor sends just the right resource at the right time? Even better!
Direct mail is more memorable than digital. Immediately after receiving a direct mail piece, 75% of recipients can name the brand that sent it. Conversely, only 44% can immediately recall the sender of a digital ad. And direct mail captures an average response rate between 5% and 9%, versus only 1% of emails.
A compilation of direct mail statistics from various sources showed 41% of Americans look forward to checking their mail every day, including respondents of all ages. Furthermore, about 90% of direct mail pieces get opened, versus 20-30% of emails.
The fact is people like getting mail, and they’re more likely to recall the brand that sent it. There’s less clutter in a mailbox than in an email inbox or on social channels. And with less competition for attention, mailed messages are easier to focus on, comprehend and remember.
Mortgage marketing postcards stand out over other kinds of mail. According to the Data & Marketing Association, postcards get a higher response rate at 4.25%, while direct-mailed letter-sized envelopes garner a 3.5% response rate. Plus, they’re cheaper to mail than letters.
Mortgage marketers find it easy to make an impact with a bold, colorful image on the postcard face and targeted messaging on the back. And recipients can view and comprehend them quickly and conveniently. A letter in an envelope may require the recipient to put other things down to open and review. They are not as likely to go to the trouble and receive the full message if it looks like just another marketing piece.
Postcards, especially large ones with colorful images, stand out from the crowd. Even if mailboxes are not as full as they once were, mail pieces may still find some competition. An odd-sized, sturdy card is less likely to get lost in the mix.
Images that spark curiosity are even more likely to grab attention. Unexpected images that go beyond a generic home or people signing mortgage papers will likely lead to unexpected and memorable text.
Finally, because of the limited space, marketers are required to create succinct messaging for postcards. This practice makes it easier for recipients to grasp the message and understand the needed response quickly.
It’s always a good time to send mail. Whether the goal is to earn repeat business, engage new borrowers, or build referral partner relationships, mailed pieces can help. Here are some ideas to consider.
- Birthday greetings
- Thank you notes to borrower, buying agent and selling agent after closing
- A mortgage checkup reminder sent around a borrower’s loan anniversary date
- Holiday greetings sent either as part of client for life campaigns or to groups of clients
- Educational or motivational messages to targeted groups (a reverse mortgage message for clients ages 62 and older or renovation financing options for current homeowners, for example)
- Cobranded cards for new listings or recent sales mailed to groups according to zip code
Direct mail marketing can be automated with a mortgage CRM platform. Just as with digital marketing, mailed mortgage marketing materials can be deployed automatically through a mortgage CRM. There are three primary ways:
- Mail can be sent to individuals through rules. For example, if a prospect completes an online form requesting information but does not respond to calls or digital attempts to reach out, a rule can trigger a “thank you for your interest” postcard.
- Recurring deployments can provide a set it and forget it option for a message that repeats on a regular basis, such as an annual reminder to check credit reports.
- Campaigns or workflows assigned to individual contacts can deploy mail according to set parameters. These are usually either within a timeframe (maybe three weeks after the start of the campaign), part of an event sequence (maybe after three emails have been sent), or on a certain date (such as a holiday or the contact’s birthday).