Automated Save the Sale Postcards (ASSP)

How To Profit From Callers Who Don’t Buy (While You Sleep) They called, but didn’t buy. Your consumers may still be considering your product, doing their homework, or checking out the competition. With restrictive outbound telemarketing rules, how do you reach out to such consumers and save the sale? The answer may very well be [...]

How To Profit From Callers Who Don’t Buy (While You Sleep)

They called, but didn’t buy. Your consumers may still be considering your product, doing their homework, or checking out the competition. With restrictive outbound telemarketing rules, how do you reach out to such consumers and save the sale? The answer may very well be using automated save the sale postcards or ASSP for short.

What is ASSP? It is a system that automatically sends postcards to callers that didn’t buy. When executed properly ASSP campaigns can generate a three or four to one return. This means for each $1,000 you invest in ASSP you make $3,000 or $4,000. The great news is it is very inexpensive to add ASSP and you’ll know exactly what your return is provided you select the right ASSP partner. Very few companies offer an ASSP service; therefore you may want to check out Dial 800′s service called Boomerang to get a better idea of an effective ASSP program.

Regardless of which vendor you choose, here are six things that a vendor should have to make your ASSP program work:

1) Plenty of Toll-Free Numbers for tracking purposes

2) An easy to use toll-free call tracking system. Tracking your calls will show you the effectiveness of your campaign

3) Detailed call filters to separate the buyers. Two such filter that few companies have you should ask about are

a. A “New Calls” filter – This will remove anyone that has called you in the past so you don’t send out the same card to existing customers.

b. A “Unique Callers” filter – This filter will remove a repeat caller and ensure they only gets one postcard, instead of ten if they called ten times.

4) A system that allows you to reverse append the caller’s phone number and identify their full address to mail them a card.

5) Real people that can help you design the offer and the creative as well as setting up a/b splits to test different offers and creative approaches.

6) An integrated system with an on-demand printing company that sends the appended address information with your creative and prints everyday.

Finally, here are three success factors to help your ASSP program:

1) Speed – The consumer must get the postcard fast, usually within three to four days of calling.

2) Special Offer – You have to have a special enticement to motivate the consumer to respond to the postcard offer..

3) Test – Changing the offer and creative can have a big effect on ASSP, as it does with all advertising.

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Automated Save the Sale Postcards (ASSP)

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