Normally I would send a legacy promotion mailing in September and follow it up with a telephone call in October.
I know the best times to promote legacies is when people generally make changes to their Wills. i.e. before the Summer and before Winter.
Does anyone have any experience in promoting legacies in January?
We want to get the promotion right, and it wasn’t going to be ready for September this year. Our communications plan is pretty tight up until January and so we are thinking about postponing the mailing until then.
If anyone has any advise I’d love to hear it.
As a willwriter who generates leads through mailings and phone calls, I would suggest that you leave the mailing until February. In January the postman is bringing credit card bills and that is a wonderful reason to bin mailings that involve spending money.
One thing that I have never tried, (because like many willwriters I disappear mid Dec to mid Jan because nothing is going on in our world!) is this:
A mailing that lands on the door mat in between Christmas and New Year with a message to ‘make a New Year Resolution to Make a Will (with a legacy)’. I would guess that such a mailing a this time is more likely to be read, because more people are at home with time on their hands and there seems to me less post generally to compete with.
A follow up phone call mid to late January to see if they made a resolution and if they did whether they have kept it, might trip a few guilt complexes into doing something.
Just a thought from ‘my side of the fence’ – good luck with whatever you decide.
That is a brilliant idea. Thank you so much for your knowledge.
I will definately consider changing the mailing date now.
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