Question

Topic: Strategy

Cost Effective Follow-up

Posted by Anonymous on 3/12/2008 at 11:32 AM ET 125 Points
Our postal file contains less than 50% of email addresses. When we do follow-up efforts we end up touching a small portion of our list. Aside from being more aggressive in capturing email addresses, can anyone suggest a cost effective way of reaching those people who are left out of the follow-up? Thanks in advance for your input.
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RESPONSES

  • Posted by melissa c on 3/12/2008 at 4:34 PM Member
    I presume that you did direct mail first? If so, then how about a letter- it's much more cost effective than a full color postcard. It really depends on the type of business you are in. A letter may not get opened for one type of business but would for another. I used to work for a credit union and one thing we did was to send a letter out on our letterhead and matching envelope but we had a teaser message imprinted on the outside. It was a way to kick up the letter a bit but much less expensive than direct mail.

    Mel
  • Posted by michael on 3/12/2008 at 8:05 PM Member
    Depends on if you're talking B2B or B2C. We had a customer with this problem (B2B) and we just did fax fax fax. But we faxed a copy of an e-mail....with a note at the bottom that said "If you'd prefer to receive this information via e-mail please notify us via the website.

    It was effective and faxes aren;t that expensive.

    Michael
  • Posted on 3/15/2008 at 6:22 PM Accepted
    Something else you should consider is sending out a bulky packet. They are opened more often than flat mail.
  • Posted on 3/18/2008 at 1:09 PM Accepted
    Hello,

    How many contacts/companies are on your file?

    Are they customers, prospects or suspects?

    Do the 50% that you don't have email address for want to be contact via email or phone/DM? Some people don't want to be contact thru email.

    Send a DM to them and offer an incentive to give their email address or ask how they prefer to be contacted.
    There is a system called PURL's that allows you to create a personal URl for every person send a DM to. Joesmith@ xyz.com. When they go online they see a personalize landing page with several questions that you can ask them. You can ask them for their email address and where they are in the buying cycle.

    If your file is small, I would call them ask them for the information.

    Good Luck
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