Checklist: Marketing Through the Mail

Using the postal system can be an effective way to make those contacts because mail almost always is properly delivered, it can be automated, it is relatively inexpensive and it can eliminate time-consuming return phone calls.

Personal letters
Even in the age of electronic communication, nothing gets someone’s attention like a personal letter. The reader can read it at their convenience and usually a personal letter commands a certain degree of attention not found with other types of communications.

Personal letters are especially effective to convey a sense of personal attention and can be used to follow up on an initial contact or to thank someone. Ideally, the letter should address a topic that has already surfaced in earlier conversations and be used to demonstrate that you were thinking of the person and their needs. A good example is sending a letter along with a copy of an article that you saw in the trade press that addresses an issue facing the customer or prospect. A thank you letter for an order or a referral is also always appreciated.

Personal stationary, using stamps and making a few handwritten comments on a printed letter demonstrates that you thought enough of the reader to spend the time, effort and money to stay in touch.

Direct mail
Using direct mail can be similar to using individual letters, only on a less personal basis and sending the same thing to many people. Direct mail as a part of an overall marketing plan can produce results, but it can also be a waste of precious resources if not done properly. Here are some of the keys.

Download our checklist to get some ideas to help you use mail to generate business. And remember: Follow up, follow up, and follow up. Once the mail is sent, the true work begins.

Financial articles provided by WestStar Bank are for information purposes only and are not to be construed as tax or investment advice. Please consult with a tax and/or investment professional if you have any questions or doubts about any of the information contained in the articles.

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