While I am very much against using direct mail for lead generation, I think it is a fine way, as you so artfully put it, to maintain relationships with your previous clients. As you noted, the key is to keep it as automated and simple as possible.

Thanks again for reading and for posting… jump in any time!

I have been enjoying you blog posts and thought I might add a different perspective to this one. I am sure that you are aware of service like quantum mail that can handle everything for you, for basically the same per piece cost you quoted in your post. This will changes your cost basis per lead by removing the 6 hours of processing time you factored in and change your ROI. You can bsically set the whole year up in much less than 6 hours. However,that is not the real issue. The real issue is having the proper expectations and working a complete system to achieve them. Direct mail required to face judgement on a quid pro quo basis will almost always fall short. However, as a part of of an overall strategy that is designed to create top of the mind awareness and build a consistent pipeline of business, it can be very effective. When I speak of an overall strategy as you know, success is increased by the more personal the touch: email, snailmail, phone call, face to face. You mentioned in your drip campaign piece that this is a relational business, so when you set your expectations for your activities as building relationships with potential customers in order to build the all important pipeline of business, a blend of media can be very effective. The problem in most cases is that folks do the mail and wait for the phone to ring vs. including the other forms of touches. Try to supplement your direct mail with phone calls and face to face visits into both your sphere and your farm and you will build the pipeline. Thanks for the opportunity to comment.