Online Lender Can Prosper With Direct Mail
Just because you do business online doesn’t mean you can’t use direct mail as a big part of your marketing mix.
Mailer Name: Prosper
Date Mailed: February 2016
The peer-to-peer lending platform, like much of its online and offline competition, wants to find new borrowers. So, the #10 outer teases some benefits and includes a testimonial. But the letter is an interesting departure from the norm. It runs for only two paragraphs. A large section below urges the prospect to “take advantage” of nine bullet-pointed benefits.
Some touches are more familiar. A bar graph on the back of the letter illustrates interest savings. And, a faux check is enclosed in the package as well. This is a time-honored direct mail technique that works here for three reasons. First, it lets the customer visualize their loan. Second, it has a call to action in mouse type. And third, it also includes a “non-negotiable” disclaimer.
Another important factor in this direct mail piece’s success is the heavy card stock insert. It gives the package some heft, makes it harder to bend, and therefore, intrigues the prospect. Both sides offer reminders of the benefits of a loan, and how to respond.
You can view the entire Prosper package to see how it drives customer to consider improving their finances. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
Regardless of how you reach out to customers, always make benefits as clear as possible to understand.