Changing the situation | Use codes | Break the egg
Date March 13 2015
Interview Kevin Turner – Real Estate uncut
7.15-Kevin: Carl I think we should probably round this series out by with something
we touched on yesterday that’s is measuring the impact of each mailer
and how do you test that?
7.25-Carl: Yeah, well look Kevin, measuring the response rate of any marketing campaign is critical if you’re doing marketing where you can’t measure the results you need to seriously think about whether or not it’s right for your business.
So one of the ways you are able to measure with direct mail for example if you got a call to action is to use an offer code to people to quote a certain code a key word or something like that. That’s a great way to measure results that you’re getting back from it.
7.50-Kevin: How often do you test things like headlines, Carl?
7.54-Carl: It should be constantly, so one of my favourite ways of testing is what we call AB split set so let’s say for example you have a data base of 1000 people what you can actually do is segment half of it to receive one type of letter with a certain headline and the other half to receive it with different headline. That will then actually tell you which headline for example is going to perform better when you tally up the response levels.
8.17-Kevin: What have you found in your experience works best?
8.20-Carl: look I really enjoy story telling so if you take the angle of a story the loyalty will put out a headline like just sold, you know that kind of headline for the letter, whereas if you were to introduce it as you know Sally and Bob finally get to move on and then you have a story around the owners of the property and how they sold and what they are now doing it a much more compelling story for people to read.
8.42-Kevin: I guess to sum the series up to Carl, we said earlier in the week you can just do it with one mail ad you have to be consistent and have a plan.
8.51-Carl: Yeah, that’s right Kevin, look I think it’s really important that you look at this as a long term approach to growing your business rather than sort of injecting in the arm of today or tomorrow, so consistency in contract with your audience and consistency and discipline in your marketing
9.09-Kevin: Okay, well remember Carl provides very simple practical and very easy to implement principal about direct mail in is book.
9.26-Kevin: Carl Thanks for being our guest this week and all the best for the book and we look forward to catching you at some future time in the shows as well.
9.33-Carl: That’s great Kevin Thanks for having me on I’ve really enjoyed this week. Thank you.