Simply Noted's Direct Mail Strategy: The Best Copy for Automated Postcards, Rick Elmore

Summary

In this episode of the Garlic Marketing Show, Rick Elmore discusses the resurgence of analog direct mail and its effectiveness in achieving high acceptance and conversion rates. Elmore, an entrepreneur with a background in sales, shares his journey of creating a handwriting robot to automate personalized notes. He highlights a solar company's success with direct mail, including the use of QR codes for tracking and pre-selling. The conversation covers strategies for nurturing client relationships, the importance of list curation, and the creative use of direct mail for prospecting and follow-up. Elmore emphasizes the value of handwritten notes in a digital age and how they can be integrated with automation platforms for a personalized customer experience.

Takeaways

• 😀 Direct mail, particularly handwritten notes, is highlighted as a powerful marketing tool with a 99% open rate.
• 📈 The script discusses achieving high conversion rates on tough lists through personalized direct mail strategies.
• 🤖 The guest, Rick Elmore, shares his journey from an MBA student to creating a handwriting robot, showcasing the evolution of direct mail technology.
• 🔗 The importance of nurturing existing client relationships and using direct mail for account-based marketing (ABM) and business development is emphasized.
• 🌟 A solar company's success story is shared, where they use QR codes in handwritten notes to drive prospects to landing pages, enhancing campaign tracking and opt-ins.
• 📊 Metrics such as open rates and opt-in rates are discussed, with the solar company achieving 2-4% response rates and 1.5-2% opt-in rates from cold lists.
• 💌 The script underlines the effectiveness of handwritten notes in standing out in a digital age, where physical mail can be a novelty and capture attention.
• 📝 Tips for effective copywriting in direct mail are provided, recommending brevity (40-60 words) with a strong call to action.
• 🔄 The potential for using direct mail for follow-up and nurturing client relationships is explored, including automating the process through platforms like Simply Noted.
• 📦 The script mentions the creative use of direct mail in various industries, such as real estate, where agents use it for 'farming' top clients.

Q & A

What is the main topic discussed in the episode?

The main topic discussed in the episode is the effectiveness of going analog with direct mail, including strategies for achieving high acceptance and conversion rates, using handwritten notes, and leveraging automation and follow-up techniques.

Why did Rick Elmore decide to focus on handwritten notes in his business?

Rick Elmore decided to focus on handwritten notes after learning during his MBA that they have a 99% open rate. He saw the potential for increasing his sales success by getting in front of clients more frequently through a personal and effective medium.

What is unique about the technology Rick and his team have developed?

Rick and his team have developed a handwriting robot with a gantry-based system, lead screw technology, and auto paper feed. They've also built their own handwriting engine, which allows them to recreate handwritten notes at scale.

How does the solar company mentioned in the episode use handwritten notes for prospecting?

The solar company uses handwritten notes for prospecting by including a QR code in the notes that directs recipients to a landing page. This allows them to track the success of the campaign through QR code scans and opt-ins on the landing page.

What are the engagement rates like for the solar company's direct mail campaign?

The solar company's direct mail campaign has seen engagement rates ranging from 2% to 4% in terms of response rates when tracking QR code scans, and 1.5% to 2% opt-in rates on the landing page.

How does Rick recommend using direct mail for nurturing current relationships?

Rick recommends using direct mail to nurture current relationships by sending handwritten notes to clients periodically, such as two to three times a year, to say thank you, nurture the relationship, and encourage more referrals and better online reviews.

What is the role of Simply Noted as an automation platform?

Simply Noted serves as an API-first automation platform that allows businesses to automate the sending of handwritten notes. It integrates with other tools like Zapier, allowing for personalized note sending based on various triggers and events.

What is the recommended approach for writing the copy in a handwritten note?

The recommended approach for writing the copy in a handwritten note is to keep it short and sweet, with 40 to 60 words. It should include an introduction, a strong value proposition, and a clear call to action.

How often should businesses send handwritten notes to the same list?

For current clients, it is recommended to send handwritten notes two to three times a year. For cold prospects, it depends on the value of the ticket item and whether additional investment in retargeting makes sense.

What is the significance of QR codes in the context of this discussion?

QR codes are significant as they provide a trackable and interactive element in direct mail campaigns. They can drive recipients to landing pages or provide redemption codes, allowing businesses to track engagement and campaign success.

How long does it take to set up and send out the first handwritten note using Simply Noted's platform?

It takes just a couple of minutes to send a single handwritten note using Simply Noted's platform. For larger, automated campaigns, the setup time can vary but once automated, the process becomes part of the marketing or customer experience funnel.