TL;DR
- Format lift: Letter beats postcard by 25-35% response
- Property photo inclusion: +34% response vs generic design
- Handwritten-style envelope: +27% open rate vs printed
- Situation-specific copy: +20-30% response vs generic "We buy houses"
Format Performance Data
We tested identical lists with different mail formats. Here's what the data shows:
| Format | Cost/Piece | Response Rate | CPD Range | Best Use |
|---|---|---|---|---|
| Postcard (4x6) | $0.38-0.48 | 0.7% | $3,200-4,800 | Volume follow-up |
| Postcard (6x9) | $0.45-0.55 | 0.9% | $2,800-4,200 | Volume, higher visibility |
| Letter (plain) | $0.65-0.80 | 1.1% | $2,400-3,600 | First touch, general |
| Yellow letter | $0.85-1.10 | 1.4% | $1,900-3,000 | First touch, warm lists |
| Handwritten-style | $1.20-1.60 | 1.6% | $1,700-2,800 | Highly targeted, probate |
The trade-off: Yellow letters and handwritten-style show higher response rates, but ROI varies by list quality. On commodity lists, the higher cost isn't justified. On AI-targeted lists, the premium format compounds with better targeting.
A/B Test Results: Real Campaigns
Test 1: Postcard vs Letter (Phoenix, 2,000 pieces each) - Postcard: 0.8% response, $0.42/piece = $1,050 total, 16 leads - Letter: 1.2% response, $0.72/piece = $1,440 total, 24 leads - Winner: Letter (+50% leads for +37% cost)
Test 2: Property Photo vs No Photo (Dallas, 1,500 pieces each) - No photo (generic): 0.9% response, 13.5 leads - Property photo included: 1.3% response, 19.5 leads - Winner: Property photo (+44% response, same cost)
Envelope Testing Data
For letters, the envelope determines whether your piece gets opened:
Client Results
“We tested property-specific vs generic postcards on identical lists. Generic: 'We buy houses in [City].' Property-specific: '[Property Address] - I'm interested in making an offer.' The specific version pulled 1.4% vs 0.9%. Including a Google Street View image of their property pushed it to 1.7%.”
— Denver investor, 71 deals/year
| Envelope Element | Test A | Test B | Lift |
|---|---|---|---|
| Address style | Printed (1.0%) | Handwritten-style (1.27%) | +27% |
| Color | White (0.95%) | Yellow (1.22%) | +28% |
| Stamp | Meter (0.9%) | Live stamp (1.08%) | +20% |
| Return address | Full company (0.85%) | Name only (1.05%) | +24% |
| Return address | Full company (0.85%) | No return (1.15%) | +35% |
Envelope winning combination: Yellow envelope + handwritten-style address + live stamp + no return address = highest open rate. But this combination also has highest cost per piece and may trigger "junk mail" suspicion in some markets.
Copy That Actually Converts
The Situation-Specific Approach
Generic copy ("We buy houses for cash!") has been mailed to death. Situation-specific copy shows you understand their circumstances:
Probate/Inheritance (27% lift over generic): "Inheriting a property comes with enough to figure out. We make this part simple - fair cash offer within 24 hours, close whenever you're ready, no repairs or cleanout needed. Happy to answer questions even if you decide not to sell."
Pre-Foreclosure (31% lift over generic): "If you're behind on payments, you still have options. We can close in 14 days - fast enough to stop foreclosure and protect your credit. No obligation to discuss what's possible."
Tired Landlord (22% lift over generic): "Done with tenant calls at 2am? We buy rentals as-is - you keep the security deposit, skip the turnover, and we handle whatever's broken. One call, no headaches."
Absentee Owner (25% lift over generic): "Managing a property from [their city] isn't getting easier. If you've thought about selling [Property Address], I'm a local investor who buys as-is. No agent fees, no repairs, close when you want."
Copy Elements That Test Well
| Element | Without | With | Lift |
|---|---|---|---|
| Property address in headline | 0.9% | 1.2% | +33% |
| Specific timeline ("close in 14 days") | 1.0% | 1.15% | +15% |
| "No repairs needed" | 1.0% | 1.18% | +18% |
| Seller's name in salutation | 1.1% | 1.25% | +14% |
| Your photo | 1.0% | 1.12% | +12% |
What to Test (Priority Order)
High Impact (Test First)
- List source (80% of results - test different providers/targeting)
- Format (postcard vs letter vs handwritten)
- Situation-specific vs generic copy
- Property photo inclusion
Medium Impact (Test Second)
- Envelope style (yellow vs white, stamp vs meter)
- Headline variation (problem-focused vs offer-focused)
- Call-to-action (call vs text vs website)
- Timing (day of week arrival)
Low Impact (Optional)
- Font choices
Testing Protocol
Minimum sample size: 500 per variant (1,000 preferred for statistical significance)
Control for variables: Same list, same mail date, same time period
Track to deal, not response: A mail piece with 1.0% response and 5% lead-to-deal beats 1.5% response with 2% lead-to-deal
Test one variable at a time: Multi-variable tests confuse results