... would you put something in the post to them?
Here’s an example of someone from 4 Alexandra Road, Sudbury, Suffolk, going to a website and looking through a few pages:
When you know for sure that someone at a home address has been to your website then all they need is an extra nudge to get them to reach out to you instead of a competitor whose website they have also been to.
That extra nudge comes in the form of you posting something to them within a day of them having visited your website.
The video below shows you examples of people from identifiable home addresses who have been to a website, including what they looked at page by page. To clearly see the detail within the video, please do click on Full screen or the Watch on YouTube options (which both appear on the right after you press play and hover over the bottom of the video).
Here’s the good news: you know that SOMEONE at a home address has been to your website.
The bad news is that you don’t know which individual person it was.
But there’s still interest from someone at that location, and they may not have made a decision to buy yet.
Your opportunity is to follow up with them before they go to a competitor.
The link below takes you through a few methods of using posted materials to those addresses …
This is by far our highest return on investment from marketing. Although leaflet drops were lower cost, the response rate was small, probably because we can only say so much in a leaflet. The packs, delivered to areas that we knew had an interest in solar panels, cost more but we got a lot more enquiries out of them.
Client: Solar panel installations
Location: Essex
Although I normally don’t do postal campaigns, knowing that someone in those areas had been to my website, it felt worth the effort of posting them myself. To see the results proved that it worked – it’s definitely a strategy I’m keeping to myself!
Client: Financial Advisors
Location: Manchester
On the surface it doesn’t make a lot of sense to get packs delivered to people who may only pay for one £35 session. In reality, those people need multiple sessions and they also tell their friends and family about [practice name removed for confidentiality], which brings in more new customers. This has been incredibly successful for us and although initially sceptical I’m so pleased to have been proved wrong!
Client: Chiropractor
Location: Kent
I really thought we’d wasted our money on postage initially but when those first enquiries came in and the people referred to the brochure, I knew that it had worked and obviously we’re carrying on with it now.
Client: Wedding Venue
Location: Surrey
I’m glad we didn’t send generic brochures out. The targeted nature of our letterbox campaigns clearly worked because we got more enquiries from people who said they’d had something in the post from us.
Client: Mortgage Advisors
Location: Somerset
As you know, we started this as an experiment in 2022 and it quickly showed that the brochures worked (because we ask people how they found out about us). People sometimes remark that it was a strange coincidence that they received a brochure a few days after they were searching for private jet flights.
Client: Private jet broker
Location: UK Nationwide