A better direct mail campaign was needed

When our reverse mortgage client contacted several years back they where scratching their heads on how to improve their plain sales letter and achieve better results with a direct mail campaign. Well we went over a few strategies and explained that most people are visual and they have an attention span of a nat (we didn't harm any nats during this). This mortgage company been successful during the mortgage boom (like that was hard) was finding it pretty hard to find the leads with a successful direct mail campaign.

The challenge was to execute a compelling campaign that put this mortgage company in front of the right target market and establish the company as a reverse mortgage provider.

Not losing sight of the fact that an unknown company needs to first earn the trust of its target prospects, a direct mail campaign can't make a direct sales but by providing key visual information on the direct mail and envelope the company was starting to see a successful track record.

Achievement

 B2C direct mail, a response rate of 1-4% is typically viewed as a success. Ours did achieve the results it was looking for and continues to roll out the same results every time.