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Find the perfect direct mailing list to rent

Give them another shove

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In the good old days of 2 stage advertising we had a client who ran small newspaper ads. When he got the enquiries he simply direct mailed them the details. He ran so many ads others tried to copy him, but soon gave up due to lack of success.
The reason he made it work was that he realised the bulk of his budget went in generating the lead in the first place and by mailing the leads 5 times he got twice the response than if he had mailed them once without a huge percentage increase in cost.
We took this idea to a client that had a good on-line lead generation program and a reasonable conversion rate. However, he only ever emailed the leads once.
From the platform he used to send his emails he was able to know who opened the emails and who had clicked through.
We got him to resend emails at different times of the day to people who had not opened the previous ones with the same copy but a different Subject Line.
Those who had clicked through but had not ordered got a different email with a variation on the offer.
The result was that sales were boosted by 43.7% for very little work, just by giving your hot leads a little extra shove.

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