Simon Payn's Effective Customer Newsletters

What is Your 'Why'?

Today I'm going to talk about something that will help you grow your business more quickly and - perhaps more importantly - make it easier for you to get up each morning and go to work. 

I'd really like you to do the exercise at the bottom of this article - and put the results in your newsletter. 

Here's the thing: 

People don't buy what you do, they buy why you do it. 

This isn't my idea. It belongs to Simon Sinek. You can see him talk about it in his presentation at a TED conference. I urge you to watch the video below (click on the image to go to Youtube to watch it). 

Here's the thing. 

Lots of people sell insurance. 

Lots of people sell real estate. 

Lots of people sell whatever it is you sell. 

And...there are lots of people who need what you have to offer. 

BUT...to stand out from the crowd and to become the go-to person in your town, you need to do more than match a commodity to people who are looking for a commodity. 

As Sinek says: The goal is not to do business with people who need what you have - the goal is to do business with people who believe what you believe. 

That's because our brains are wired to respond to emotions, not logic. 

Your passionate "whys" will slice straight through to the limbic brain, bypassing the rational mind. 

And that's a good thing, because it destroys the competition. 

So, you might have some logical ideas about why people should buy real estate, insurance or whatever from you. 

But what their brains really respond to are the emotional "whys" behind what you do. 

With that in mind, here are my "whys" - the reasons why I make newsletters. 

When you've read them, I want you to think about what your "whys" are - and them write them down and put them in your next newsletter. 

Why I do what I do

By reading our materials and buying our products, I want the following to happen for my clients... 

• I want to help my clients to become famous in their markets so that when people think of real estate, insurance or whatever it is they do, they think of my client.
• I want to help my clients build life-long, satisfying relationships with people who know them, like them and trust them.
• I want my clients to experience what it is like to have people coming to them for business, rather than them having to go out and hunt down business.
• I want my clients to get pleasure marketing their businesses by sharing their knowledge and experience with others.
• I want my clients to be secure, knowing that they have a list of people who will want to do business with them.
• I want my clients to love their work because they will be in a business with long-term, satisfying relationships.

These are the things I want for my clients. 

This is why I do what I do. 

Now...what are your "whys"?

Write them down. Send them to me, if you like. 

And then put them in your next newsletter. 

I promise you will feel better about what you do and your customers will love you for it.

 

8 Newsletter Tips from Our Clients

Today I'd like to share with you some of the ideas that Ready to Go Newsletters members have come up with for their own newsletters.

As you know, we've been running our Newsletter of the Year contest - and we've had some good entries.

I'll be announcing the winner in the next couple of weeks, but here are some things that members have implemented.

Using the newsletter as a business card

As soon as they meet a potential new client, this entrant provides that person with a copy of their current newsletter and asks if they may put them on their newsletter mailing list. Action idea: Keep copies of your newsletter with you; and ABC: Always Be Collecting - that's how you build your list.

Personalizing it with local, relevant information

Almost all the people who entered the contest did this. Real estate agents put local market conditions, for example. Community news and information is something any business can add. Action idea: Add something relevant to your clients to encourage them to read the newsletter.

Contests with prizes

Although the newsletter already comes with a quiz, some entrants went further and added their own contests with prizes. Some got these prizes sponsored by other businesses. This increased the number of people contacting them about the newsletter - building important relationships. Action idea: Prizes are a great way to get people to engage with you - they're a useful motivator!

Giving space away to charities

One entrant gives space away to local charities to advertise events. It's a way to make the newsletter relevant while creating a feeling of goodwill in the community. Action idea: Community groups are glad of the free publicity - it's a win-win.

Links worth sharing

An entrant with an email newsletter put in useful links. This encouraged people to share the newsletter with their friends. Action point: the more useful, relevant information you include, the more action people will take.

Getting the most out of the content

Entrants put the newsletters on their websites and used the articles in other advertising. You're welcome to use the content however you like, so why not make the most of it? Action idea: Your marketing doesn’t just stop with newsletters - the more ways you can find to reach people with useful, interesting information, the better.

Multiple versions of the newsletter

I've said many, many times that relevance is key. One entrant makes three versions of the newsletters to various types of clients and other contacts. Action idea: How can you tweak the newsletter to make it relevant to different types of people?

Extra communication

One entrant used the email newsletter system to communicate with clients after storms hit their area. As this entrant is in the insurance business, they were able to tell clients that they were there, ready to help them. Action idea: don't just wait until it's newsletter time to contact your clients. If you think they need you know, contact them right away!

And in summary...

There seems to be one thing that all the entrants have in common - how much they do! The thing about newsletters is, the more you put into them, the more you get out of them. That's why I make these newsletters 100% editable...because I know that the more of yourself you add, the better results you get.

 

Show that You're Real In a Few Simple Words

Check out this post on the 37Signals blog. It shows an automated "thank you" message that a particular website sends after someone has made an online order.

Big deal, you might think. Why is the wording of this email (and others like it) so important?

Here's the thing: people like to do business with people, not machines. 

Of course, a lot of communications - like the one in this article - are automated messages or "form" letters. But that doesn't mean they have to sound like it.

Just small tweaks to the language can make a a message sound more human. And when you do that - showing that there's a real person behind your company - you start to build a connection with your clients.

Then - as I so often say - those connections lead to relationships, which lead to long-term profits.

Announcing...The First Newsletter Marketer of the Year

 I'm delighted to announce that Patty Wagner, of MAS Insurance LLC, in Colorado, has won our first Newsletter Marketer of the Year contest. She wins an Apple iPad.

Patty won for three reasons:

• Excellent results from her newsletters
• Excellent use of the customization features - she really made the newsletters hers
• Excellent and innovative marketing techniques using newsletters.

Below is her contest entry. It's worth reading all of it to learn a thing or two, but I've highlighted the parts that I think are most interesting.

And if you don't think this applies to you because you're not in insurance...think again. They things that Patty has done are relevant to ALL industries.

Below I've written about some customization she did that really made a difference.

There are also links to four months of her newsletters, so you can take a look at them.

I'll post again in the future with news of the runners up.

Describe your business before using newsletters

(Tell us about any issues you had about getting clients, making sales or developing your business.)

In developing our business we use workshops, monthly postcard mailers and networking.  These avenues will create additional business but they are expensive and slow going.  Marketing gurus always suggest having a newsletter as part of your marketing strategy.

We used another newsletter service for a short time. It was poorly formatted, impossible to edit, quite boring, and worst of all no one even cared about getting the newsletter.  It became apparent that a change to the newsletter was a priority.  Thank goodness for the internet – HELLO Simon.  It was exactly what I was looking for.

Insurance is a touchy subject to broach with people at networking events.  Once they find out your in insurance bodies stiffen, eyes glaze over and they fumble for an excuse to get away.  Ok not all the time but the newsletter has become a great ice breaker and has softened the image of the business.

Describe your business after using newsletters
(Tell us how your business changed. Did you get more clients? If so, how many? How much extra income did you make? Did they benefit your business in any other way?)

After starting your service in September 2009, we received positive responses from our clients. And some clients actually had the guts to mention how bad the old newsletter was. Ouch! 

Every one seems to enjoy a different part of the newsletter.  Some enjoy the Sudoku puzzles, while others are crossword diehards.  Some parents actually acted on the North Pole postmark article and appreciated that something for children was included.  Got some chuckles from ‘Resolutions of Past’.  Women loved the ‘Food Rules to Live By’ – they want more diet tips.  And we received more written testimonials and inquiries about our Financial Literacy Lectures.

But of course the best part is when both clients and prospects talk about the insurance articles.  “I remember reading…..”  That phrase usually converts to a sale.  Some comment they didn’t realize we offered a particular type of coverage, another sales conversion.  It has also created awareness of products they didn’t know existed.

Sales made as a direct result of a particular article:

¨    ‘Key Person Insurance for Small Business Owners’ – 2 business polices issued.

¨    ‘Time for a New Year Review of Your Life Insurance’ – 2 permanent policies and 1 term policy.

¨    The free report ‘Preserving & Enhancing Your Retirement Funds’ 1 annuity policy written.

¨    ‘The Three Supplementals’ article, March 2010 - 5 disability policies. Talk about swift action!

This is what we can directly attribute to the newsletter. This may seem modest to most, but huge for us.  Since September 2009 we have added 24 new clients.  Our clients mention our newsletter often in conversation and seem to appreciate receiving the newsletter.  This intangible benefit of a newsletter cannot be measured.

The business has benefited in other ways not expected.  We have found that giving a current copy of the newsletter in addition to our company brochure has produced more results then just the brochure alone.

In attending a meeting at our FMO (insurance field marketing organization), the head of the FMO was outlining marketing ideas to improve sales.  The last point he hit on was the benefit of producing a newsletter.  To my astonishment, he held up one of our newsletters as an example of how it should be done.  SNAP!  Received brownie points with the FMO.

In the March issue, we wanted to experiment with strategic partnerships by offering a spot in our newsletter for more referrals.  Too soon to measure a response but word did get around one networking group and the kissing up has now begun for those who want the business exposure.

Describe how you used newsletters to get these benefits
(Tell us how you distribute your newsletters, how often, and who to. Tell us anything else we need to know about your newsletter program.)

We distribute the newsletter monthly. The print version is for our clients.  We enclose a bonus flyer with the print version, eliminating an extra mail drop, saving on postage and envelopes. The email version is sent monthly to about 300 prospects; with a very low unsubscribe percentage.

An added benefit with the email version is the report produced for bounces and unsubscribes; an excellent tool.  Obviously a good barometer of who is really interested.  We met these people, so we can sometimes surmise why they unsubscribed and the next time we see them, we gently inquire and it reopens a dialog. 

Extra print copies are made to give out at networking meetings and have no problem getting people to sign up for the newsletter.  Print copies are placed in the ‘New Members’ bags at Chamber of Commerce luncheons.  I basically shove a copy in every hand every chance I get. 

When giving a 30 second commercial at referral groups, you are up against limited time and unable to expand on the topic.  The newsletter allows you to continuously provide those all important insurance tidbits which clients keep in mind when the time comes to get insurance.  It has woken them up to the need for insurance.  It has resulted in clients purchasing other insurance products making them repeat clients and has helped with client retention. 

The monthly newsletter has become one of our best sources for new business.  It has created that trusted advisor aspect we wanted and has made people gain confidence in choosing their coverage.

I didn’t realize what an integral part it would play in our business.  I cannot envision not having a newsletter.  The marketing gurus were right, having a newsletter as part of your marketing does produce income, we are proof of that.

Here are some of the excellent innovations in Patty's newsletter.

Engagement Devices (to encourage people to interact with the newsletter.)

Java Addicts - a cup of Joe on us when you send my assistant all the names of Santa's Reindeer and your address - and she'll send you a free Starbucks coffee card. (This was in the December edition, of course!)

Personality

A personal note from the insurance agent, including the words "I understand. I myself received a $150 per month increase [in health insurance premiums]." A great call to action that encourages clients to call him when their premiums rise.

Fun and interesting content

Local content: for example, information about Colorado's Long-Term Care Partnership, and the local chamber of commerce.

Articles by other local businesses.

Examples of Patty's newsletters

Download MAS Nov 2009 Newsletter

Download MAS Dec 2009 Newsletter

Download MAS Jan 2010 Newsletter

Download MAS Feb 2010 Newsletter
 

[Picture credit]

How to Be Like Oprah

I got the shock of my life on the internet last night.

There on my favorite news website was a big, blue headline: "Oprah Talk Show Going Off Air."

Now, I know she had Sarah Palin on this week, but it can't have been that bad.

I thought Oprah was stronger than that.

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Turns out, of course, that Oprah is - in her own way - going rogue. Doing a bit of that mavericky stuff.

Because instead of doing a show for that mainstream icon CBS, it looks like she's going to have her own cable channel - the Oprah Winfrey Network.

Betcha they'll be a talk show on there.

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Oprah, as we know, is one smart businesswoman. She's got a brand as big as Jupiter and more power (and probably money) than anyone in the media.

So it pays to take note of what she does.

So what is she doing? She's taking control of her own distribution. Instead of being a slot on CBS, she's going to own an entire channel. 24 hours a day of Oprah doing what she pleases.

SO WHAT LINKS OPRAH - AND YOU? Simply, that you can create your own distribution - your own network.

Now, I wish I could say this was all my idea. But Seth Godin blogged about it first.

Seth was talking about real estate agents - but it applies to any industry. Real estate agents, he said, should create their own publication (their own newsletter) rather than being forced to advertise in newspapers.

Imagine if a local business put out its own weekly publication. It needn't be fancy, but it does have to be interesting and relevant. Pack this publication with local news, what's on events, profiles of local celebrities, details of the H1N1 clinics, sports reports, pictures of newlywed local couples, reports on what the municipality is doing.

Sounds a lot of work - and it is. But imagine if that business joined with other (non-competing) businesses to share the costs.

Your publication would be the talk of the town. Indeed, an essential resource.

And which company would have unlimited space for advertising? The owner of that distribution channel, of course.

OK, I know this sounds crazy. But it's worth at least listening to what Oprah does.

Going rogue does make some kind of sense.

[Picture credit]

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Be mavericky with newsletters you can customize:
http://getreadynewsletters.com


Sign up to receive these message by email: http://www.tinyurl.com/30Emails

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Why Real Estate Agents (and Others) Need to Be Publishers not Advertisers

Once again, Seth Godin is speaking my language.

In a post today he draws our attention to the difference between renting eyeballs (the old media way, where you buy an ad that is shown to the readers of, for example, a magazine) and actually owning the platform - owning the magazine or other media.

He gives an example of the local real estate agent:

She can spend to run ads every week in the local paper, or she can use the same money to start a legitimate media channel, a digital magazine, say, one that cheers on the school and gives the local paper a run for its money. And oh yes, the only houses listed for sale are hers. It might take a lot of work and even some money. But what does she get? A platform forever.

This is what I've been urging my real estate (and other) clients to do. Make their newsletter into their own magazine...be a community hub (like this hypothetical bar or this funeral home). 

It's the route to owning the market.

Seth wraps up with this:

Compared to the cost of renting eyeballs, buying a platform is cheap. Filling it with people eager to hear from you... that's the expensive part. But if you don't invest in the platform, you'll be at a disadvantage, now and forever. The smart way to build a brand today is to invest in the elements of the platform... the product, the technology, the websites (plural) and the systems you need to make it easy for people to show up at your very own trade show. And then embrace these people and shoot for 90% conversion, not .5%.

Like most good investments, it's expensive and worth more than it costs.

Be a publisher, not an advertiser.

(P.S. When I last wrote on this theme, someone emailed me to say that yes, it's a good idea, but not practical. No real estate agent (or other) is going to do this. That's almost true. But I said in reply that the one that does do this - that does invest the time, energy and money - will clean up.)

Real Estate Agents: How to Make 4x as Much Commission

Here's another of my little charts. This one applies to real estate agents and mortgage brokers in particular - but the general idea applies to any business.

It makes a compelling economic case for keeping in touch with clients over the long term.

 

The chart shows the difference in commission earned by a real estate agent (or mortgage broker) who keeps clients for life compared to one who just does a single transaction with a client.

The difference results in four times as much earned in commissions.

How is it worked out?

Consider that a real estate career lasts 30 years.

The average time a family spends in one house is said to be 7 years.

So, over that 30 years, the family will move 4 times (4x7=28).

Instead of earning one commission over your career from one client, you earn four commissions.

Let's put some numbers on those bones.

If the median home price in the US is $180,000 and commission is 5%, the commission earned would be $9,000. 

So four times that sum is $36,000 - a difference of $27,000.

Of course, this doesn't account for commissions shared, and portions paid to the broker and your costs...but the result is the same. You earn a lot more money by keeping a client for your career.

Of course, keeping in touch with clients through newsletters is the best way to be top of mind so that they call you when they're ready to move.

So how much will it cost to keep in touch with them?

If you do it by email, the cost is practically zero, as emails cost nothing to send.

If you do it by mail, and you send newsletters every month, you are looking at an approximate lifetime spend of $576 per client. (That's made up of $1 per month to print the newsletter for 360 issues, plus 60 cents per month for postage.)

Of course, that doesn't include membership to a newsletter program, running at around $49 per month - but that program can be used for multiple clients. And - of course - results will vary, postage and printing costs will go up, and not everyone will get every client to come back every time.

But still...the economics are pretty compelling:

Commissions earned over lifetime per client: $36,000

Cost to keep in touch with client over lifetime: $576

Total commissions minus cost: $35,424

versus..

Commission earned with one transaction: $9,000

Cost to keep in touch with client over lifetime: $0

Total commission minus cost: $9,000

Difference: $26,424

Now, multiply that by the number of clients you might have, and the math is truly astonishing.

As I say, not everyone will get the same results - you could not do as well. Or, with rising house prices, you could do better.

But when you look at it, the investment in keeping in touch is so low and the benefits are so high that it's something you must consider.

Find out more about newsletters for real estate agents and mortgage brokers.

How to Use a Newsletter to Prove that a 'Commodity' Product Can Be Special

Here's a fascinating case study from a company that sends out a newsletter in every box of eggs it produces.

Yes, eggs that come with their own newsletter.

I'll give you what I see as the big takeaway first:

You might think that eggs is eggs. But, as we're told, some eggs are better than others - free range is better than battery, organic better than chemical. But with so many claims (many misleading) about eggs (what does "farm fresh" mean?), how do you make your eggs stand out? One way is by sending out a newsletter with each box of eggs to a) tell the story of the eggs and their producer, and b) build an unshakable bond with your customers.

The Country Hen claims to produce the best eggs in the United States. Here's what Kathy Moran from the sales department told me. (I'm telling the entire story, because it's important.)

Our owner, George Bass, started The Country Hen in 1988.  It was the first Organic, Omega-3 egg farm in The United States.  The only product we produce is an Organic, Omega-3 Egg.  However, I probably should mention, it is the best egg on the market.  I guess if it the only thing you are going to produce, it better be!

 

George had a unique philosophy, in 1988, with regards to creating The Country Hen.  He believed only the happiest, healthiest hens would produce "The World's Best Egg".  George exceeded all standards for egg farming and organic certification laws.  He was actually responsible for organic certification with regards to egg farming to become much stricter in the industry.  The Country Hens enjoy roaming freely through spacious, sunlit barns with outdoor porches attached.  The outdoor porches allow for outdoor access, but maintain our ability to completely control the safety of our hens from predators and any risk of disease.

 

The next thing George did differently was work with top scientists to develop The Country Hen's proprietary feed formula.  The over 10 organic ingredients in the feed formula is a very closely guarded secret.  It is what gives the eggs their exceptional nutritional value, great taste, and also acts as a probiotic for our Hens.  George, of course, insisted on milling the feed right here at The Country Hen farm.  Although it is a very expensive undertaking for a single farm, it gave George the ability to control every aspect of the quality of the raw ingredients and milling process.  Only recently, with all the human and animal grade food scares, do we truly appreciate the value of having our own feed mill.

 

Lastly, George took great care with The Country Hen packaging.  He only produces a half dozen size carton.  This is the way it was twenty years ago and it remains this way today.  Also, case sizes are only 15 dozen eggs.  This was so he could be sure his eggs remained fresh at store level and even in customer's refrigerators.

Finally, since the first egg carton, George also wanted his customers to feel a strong connection to The Country Hen Farm.  For this reason, he produced newsletters for every 6-pack of eggs.  The newsletters are printed every 4-6 weeks and have included many topics including:  nutritional information regarding the eggs, funny farm stories, backgrounds of Country Hen employees, hot button farm topics in the news (ie. recently ethanol), farm poetry, customer letters, etc...  [Here are some links to the Country Hen's newsletter content.]

Now, if you had a story like that, wouldn't you want to tell the world? Wouldn't that make your product different from every other product?  Wouldn't it make customers warm towards you and develop a bond with your product?

Kathy told me that customers complain if their eggs arrive without the newsletter:

We receive many customer emails, from loyal customers and new customers.  A high percentage of those are regarding our newsletters.  Customers love them.  The insert machine that puts the newsletters into the cartons was specially designed for The Country Hen.  Occasionally, it will act up, as all machines do.  We know instantly, if eggs got to the market without newsletters.  When The Country Hen started in 1988, it supplied only to stores in Massachusetts.  Now we supply stores from Maine to Florida and as far west as California.  The newsletters have become increasingly important as we have increased our geographic customer base.  This is because although we go from Massachusetts to all of these states, The Country Hen, still feels like the local egg farm to all of our customers.  This is because the newsletters keep them up to date with all the information on and about the farm.  Priceless!!

I haven't heard from the company whether they are able to quantify the value of the newsletter in terms of extra sales. But you can bet it contributes thousands of dollars to the bottom line.

[Kathy emailed me later with this information: We often do a cost/benefit analysis of our marketing programs to evaluate whether they should be continued.  Even though the newsletters are fairly substantial in cost, in twenty years, the discontinuation of the newsletters was never a consideration because of its obvious success and appeal with our customers....  When starting at The Country Hen, I would say that the success of this program was obvious in less than three weeks time.  That is how many emails, letters, and calls we receive regarding the newsletter.]

When I say that every company needs a newsletter (including funeral homes), this is what I mean. In a world of battery hens and commodity-crappy products, a great, personal story - well told - is going to win out. Don't you think?

Another Great Example of a Customized Real Estate Newsletter

It makes me smile from ear to ear when one of my clients takes the real estate newsletter I offer and really  makes it theirs.

Here's another example (click here for a previous one), this one from Marianne Derjean, who is with broker McGuigan Pepin, in Quebec,  Canada.

Here's what I love about it.

1. A "Message from the Presidents". Not just any message, but a report from a recent trip to a real estate conference in Paris, France. Not only is this an interesting article full of useful facts, but the "meta" message here is that these brokers are plugged into the international luxury real estate market. You'd want to hire people like that, wouldn't you? (The article mixes news about real estate, fractional ownership and the economy with a paragraph about how they spent their leisure time in Paris. A great way to make the tale more personal, strengthening their relationship with their clients by sharing what they did in their free time.)
2. A story about the company's trademark yellow golf flag, which is part of its logo and which flies outside its open houses. A neat little story that gives some insight into the company, while mentioning that one of the owners was a champion golfer. (I bet lots of their clients golf - great way to make a connection!) The golf flag is, of course, a great way to brand the brokerage- stands out from the regular lawn signs. (Plus: they also encourage reader feedback with a little competition to create a catchy phrase about the brokerage and the flag.)
3. An informative column on the current market focusing on pricing. Plus, another on why now is a good time to do renovations. Both are great up-to-date topics.
4. An article by a mortgage banker. This is a great way to get extra content for your newsletter - partner with a relevant, non-competing provider.
5. On their winter newsletter, not only do they wish people happy holidays, but there's a notice on the front page about the agency's Open Door Day. The position of the notice, on the bottom right corner of the page, is great for catching people's attention - and the freebie shopping bags they give away are a valuable (and timely) incentive.
6. Recognition to winners of a recent contest they held.

So, in summary, what this broker has done is take a ready-made newsletter and then personalize it with their own content to create a much stronger bond with their clients and a fraction of the price of doing the entire newsletter themselves.

That's why I'm smiling!

Want your own newsletter? Find out more about my residential and commercial real estate newsletters.

(Plus, I also have newsletters for the following businesses: mortgage, insurance, accountancy, financial planners.)

An Example of How Targeted Content in Newsletters Pays Off

I've said before and - watch out - I shall say many times in future that the number one rule for newsletters is: write for your reader. That's because if you make the content relevant to your readers' interests, they are more likely read your newsletter, engage with you and - frankly - buy stuff.

So it's nice to see some concrete evidence that changing a newsletter so that it directly matches the interests of the reader brings about a bump in results.

Marketing Sherpa produced an interesting report today about how Sprint used dynamic content to deliver content targeted at readers' preferences. Now, most small business aren't going to be investing in dynamic content (it requires an IT investment) but they can a) make sure their newsletter is targeted at their readers' needs, and b) produce several, highly targeted newsletters according to segments of their client lists.

Here are the takeaways from the Sprint results:

• Sprint had already started a move in its newsletters away from promotional material towards using them as a customer loyalty tool. (Smart move - people in general don't want to receive a bunch of ads.)
• They focused on new content and features to make the newsletter a benefit for existing customers.(Note the word "benefit" - you want to make your customers' lives better.)
• They wanted to offer the most relevant information - personalized content targeting each subscriber’s needs and interests.
• The team began using dynamic content features that would deliver a customized, highly targeted version of the newsletter to each customer, based on their wireless device, service plan and interest areas. They also adopted a rigorous testing strategy to optimize layout, content selection and subject lines.

Here are some of the results:

• Clickthrough rates are typically twice as high as those achieved through Sprint’s promotional email blasts.
• Dynamic content is a large contributor to the monthly results. For example, the personalized image of a subscriber’s phone (that links to that phone’s supplier)
• Although the newsletter is positioned as a customer-loyalty tool, it is outperforming the company’s promotional email campaigns:  The newsletter produces more than double the number of phone purchases and plan upgrades as that of promotional email campaigns.

You can read the entire report here.