The Mail Sandwich
One of our PhoneMentor clients challenged me about calling around a direct mail and email campaign he was preparing. Whilst still uncertain of the exact form the direct mail piece and email would take, what concerned him more was how he would follow them up. After thinking of how to get maximum response from these forms of marketing, here’s what I shared with him:
Call your contacts before sending mail / email. That way you can establish correct contact, correct contact details, address, email, everything. In addition, the mail / email ceases to be an unsolicited surprise for them.
Be clear, specific and certain at all times with your contacts:
“I will be sending you a letter /email highlighting issues that business owners and directors have been sharing with us lately, just to find out whether they merit any discussion between us. Here’s what I intend to do: If it makes no sense to do this or you’re not comfortable with this you will be happy to tell me so, yes?” It’s very important to get agreement here.
Confirm the address /email address and explain you’ll be calling regarding the information in 48 - 72 hours to see if it has been received and find out if the content merits any further contact between you. All you’re looking for is a “Yes” or a “No”.
If your contact deems it more appropriate to speak in several weeks or months time then set a time and date aside for this. Ensure that they are happy with that, again, agreement is all important. Confirm at what time in 2 or 3 days will make sense to call again. Confirm the time and date you agree upon by email (including the information you’re sending by email).
Our client was very happy with this and is now implementing the Mail Sandwich approach.
Call +44 208 133 0702 or +44 203 348 8702
Email: shaun@phoneforbusiness.com
Copyright: Shaun Gisbourne 2009
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Great stuff, Shaun.
Getting agreement is so important. Otherwise you’re wasting your prospect’s time and yours. They’re also much more likely to resent, dismiss or delete whatever you offer them if you don’t ask for agreement/permission beforehand.
A good and simple idea that people often forget - as someone often on the receiving end of information by post and email, I would much prefer the person involved phned me up in advance - that way I am more likely to actually read their info.
You’re spot on, Shaun!
I was told this advise a few years ago and when I did a direct mail campaign, I did exactly what you’re saying - and it worked well.
The problem now is, that Royal Mail has complained about the smelly egg sandwiches I keep sending in the post, and I still cannot get the sandwich into Outlook Express…….
I really hate both ends of this approach. If you are going to interrupt my day by calling, at least make it worth my while. “Please keep an eye out for my email” is a waste of my time. Similarly, don’t harass me by calling to see if I have read the email. Get yourself a decent email marketing system that tracks whether I have read the message and whether I clicked on any of the follow up links.
Thank you all very much, Neil, Nikki, Angelika and Tom for your comments.
Tom your point is especially thought provoking. How much sense does it make to email (assuming you already have the email address that is), if you’ve no idea whether what you can send is likely to hold any value for someone? The point of making a quick call in advance is part of a focused effort to either tailor information or omit sending it altogether and wasting people’s time with valueless information. Email marketing has its place certainly. What it fails to do is establish is any likelihood of value, either in information or relationship terms. A call can achieve both these aims and the people involved can be clear, specific and certain about where they stand by being informed rather than sending unsolicited emails and hoping.