Business
Today’s guest is an expert in direct mail. Ryan Dixon from REI Print Mail is on the show today to share the secrets of direct mail as a marketing technique. Ryan talks about direct mail compared to some of the other marketing strategies, some of the unique products they offer at REI Print Mail that set them apart, and some best practices for using direct mail to get the most return for your money. Key Takeaways: [1:05] Brian and Ryan discuss whether direct mail is dead, in light of things like mass texts, RVM, and cold calling. Ryan talks about the idea of silos of marketing techniques, and how once one fills up, people move to another marketing technique. [3:10] Brian and Ryan talk about the pricing of direct mail, versus the pricing of other marketing techniques. When you consider response rate and the fact that people can hold onto a mailer and follow up later, the cost per lead is generally pretty good. [4:55] REI Print Mail has been around for 27 years, and their unique products and experienced coaches have allowed them to lead the industry for the last 15 years. The best practices of uniqueness, quantity, and consistency get them great results. [6:50] Ryan talks about some of the unique products they’ve invented and have available for their clients, including the street-view mailer and AccuText, which will eventually be tracked in the REI Print Mail software. [10:55] Another recent invention is the sky-view image that will provide an aerial view of the neighborhood or area surrounding the house that can be included in the mailings. [11:50] Ryan talks through the process of what direct mail coaching looks like for people who come to them for help. They consider how many deals you want to get in a given time frame, your budget, who will be following up, etc. [13:30] Brian talks about his own experience with direct mail and some of the obstacles and challenges he encountered without the help of a coach. Ryan shares some tips on the most successful lists and where to get them. [17:20] Ryan and Brian talk about the most effective types of direct mail. This really depends on the area you’re in; you want to send something that will stand out. In a highly saturated area, you might want a larger postcard. Occasional letters are also beneficial. [20:00] They also talk about what type of verbiage is most effective. “Fair offer” is a successful phrase right now, but the most important thing to remember is to get your point across in very few words. Keep the design simple as well. [21:27] Once you’re ready to get started, you can log into the website and create your login or you can reach out to Ryan directly. The initial session is important to set the trajectory of your direct mail. Set a meeting with one of the coaches and start there, that’s the best way. [22:56] Ryan talks about how the pricing breakdowns — they also have a pricing tool on the website you can use. You can use the coupon code “reilive” for 10% off of everything, including printing and any of the services. Mentioned in This Episode: Meetings Daily REIA Show REI Facebook Page Brian’s Book REI Print Mail Gc Power Mail Ryan’s cell: 314-458-6041