Would you invest $100 for a $50,000 payoff?
@John McDermott and I were having an interesting discussion around direct mail. It's buried in a comment, but there's a great example of where Ronin can produce gobs of found money and keep a lot of it. John's original question is which converts better? Email or snail mail? But I expanded because it's a good example of Ronin's Leverage and thinking. 👇Here's my (modified) comment below👇 If they made a million last month on their email list and their open rate is 15%...that means 85% of folks didn't see it. Send a letter to their mailbox which reaches the other 85%. That's where the $$$$ is. In this example, multiple millions are likely on the table for the folks who never saw the offer. They are different tools. A hammer is not better than a screwdriver. You want to use the right tool for the job. Here's another job: Combining email and direct mail can be off the chicken...in the right situations. You can send an email with a very symptomatic subject line and then only send letters to folks that opened. Example: back pain keeping you off the golf course? Now, you'd likely make your pitch in the email... But could send by mail to because it is a different medium that gets much more readership. (but it's much more targeted than sending it out to all the golfers on the list.) Reading an email on an iPhone has 101 distractions. Getting a letter, much less. Just FYI: I only send snail mail to buyers' lists. And I've found an old fashioned 2 step is deadly effective. Send a T1 by mail, follow up like a maniac, and only resend letters to those who respond. *You can use PURLs to track but harder to find software to do it these days with so few folks using direct mail. (Personal URL.) *SMS works great today and you can ask them for their email. "Hi, are you here to get details on _________?" After they respond, "Yes." then "Good to see you, what's the best email?" *Simpleton option: (Because I am a simpleton, I've had great success just having them email us.)