Question
Topic: E-Marketing
Combined Email Direct Mail Campaign
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To increase response rate, I’m incorporating variable printing & PURLs so I can include the couples names & wedding dates. I can’t afford to outsource the variable printing so I’ll choose an uncoated paper & leave a side blank so I can print myself.
我的主要source of leads is not very targeted. Brides register on a wedding planning website and can opt-in to receiving offers from local vendors, but the website does not collect information on which vendor is needed. Every few weeks I’ll download a csv file and sort the brides by the month of their wedding. Brides whose weddings are 9 months away, would get email A; brides at 8 months out, would get email B, etc. A few weeks after that, they’ll get postcard A, postcard B, etc and I would download the latest leads & start all over again. Hopefully this is clear. I’m certain it will be a logistical headache.
My questions are these.
1. What is a good length of time between each email/mailing?
2. Does size & format affect response rates? Ideally I’d like something that looks like an invitation in a colored, hand addressed envelope with real stamp. But that is time consuming and expensive. Since I’m using a PURL would a postcard work as well? The more expensive the mailer, the less frequent I can do it.
3. I don’t have any brand awareness so this will likely be the 1st time they hear of me. And in general brides have no idea how expensive wedding photography is. They get sticker shock when they see the price & are never heard from again Given that, should I focus my message on educating them about wedding photography, introducing them to my services or trying to get them to schedule a meeting (my end goal)? How should the message differ between each successive email, mailer & the PURL?