[Lenders.Marketing]

Online Lenders Rely on Old School Marketing.

http://www.wsj.com/article_email/online-lenders-rely-on-old-school-marketing-1443736411-lMyQjAxMTE1NDA3MjAwNjI5Wj

If you don't subscribe to the Journal essentially a few things jumped out:

"Across all industries, the overall response rate for direct-mail overtures is 3.7%, compared with 0.1% for both email and social-media marketing campaigns, according to a recent report from the Direct Marketing Association, an industry group."

"Scott Sanborn, LendingClub’s marketing and operations chief, said in a recent interview that the mailers are more high-tech than they first appear. He said the company prescreens customers using criteria such as credit scores, so they can send more targeted correspondence. If a customer enters a code from the mailer, LendingClub already knows at least some details about that person’s creditworthiness."

“It takes two seconds to see if we can help you out,” said Mr. Sanborn. “You’d be pretty delighted at how simple and straightforward and seamless we’ve made that.”

[Drizzle]

Direct mail is a vital component of the overall marketing plan.

[YuliyaG]

You can rig the social media game in your favor to beat that 0.1%. For Facebook you can target people based on e-mail address or cell phone number. So, if you have a bunch of highly targeted / qualified e-mail addresses and cell phones (say old leads or old deals) it's a great and dirt cheap supplement to direct mail and cold calling. Google will be rolling out this same functionality. Except you can only target based on e-mail. But you can target folks across all Google services.