A. Mail will “generally” out-perform email, if for no other reason than, 1) It has higher delivery, and 2) It doesn’t get lost in the clutter of someone’s email in-box.
But here’s a caution: Success using Service For Life!® is not “only” about which medium you use (mail, email, etc.), but in the quality of your Power List. For example: An email version sent to quality power list members will probably out-perform a mail version sent to a compiled list of homeowners from a title company. It’s quality of Power List AND quality of contact that counts.
We added the email and social media versions, not because I believe email is better than mail, but for TWO main reasons…
1. Email/Social Media may be the only option for many agents with very limited/no budgets – so it’s either email/social media contact or nothing for them. Certainly an email and Social Media contact system is significantly better than no contact at all.
2. I had a lot of requests from agents who wanted to send mail to their highest-quality clients and send email to everyone else (and some wanted to send both to everyone) – then post to social media. I consider this a very smart strategy.
We spent more than 6 months researching and designing our email/social media template for the highest readership and response possible. We use great content (designed to go viral), multiple direct-response offers with an easy way for readers to contact you (just click on a link), client recognition and appreciation, involvement devices, referral programming, real estate Q&A, and trivia question.
But we have NOT eliminated the print version in favor of email – we’ve simply enhanced Service For Life!® with a completely integrated online/offline system.
So it’s not a question of “either-or” but more of how can you use BOTH mail and email to continue to provide value to your Power List, building a deep relationship that stimulates more referrals, word of mouth, and repeat business.