Skim the Cream Lead Generation
Goal
Generate leads from paid or acquired email lists. Converting prospects into leads can be challenging. Factors that influence success include the quality of the prospect, the competitive environment, the fit of your solution, and the timeliness of your campaign.
Approach
Since these are prospects, start with email, which allows you to “skim the cream” with this more affordable channel. Then, use direct mail in your campaign to try to quickly convert holdouts on your list.
Suggested Campaign
WEEK 1 
1-3 Email Introductions
Flag the target’s presumed need or pain point and introduce your company/product/service as the answer—perhaps with an offer
WEEK 2 
Postcard or Letter Package
Start with the prospect’s needs and introduce your company’s solution—perhaps with an offer
WEEK 3 
1-2 Emails Recapping Message
Recap the earlier message, and introduce new support points
WEEK 4 
1-2 Emails with Social Proof
Reference the fact that others like the target have already responded and recap the offer
WEEK 5 
Last Chance Postcard
Design to drive urgency, perhaps with a more attractive offer
WEEK 6 
Last Chance Email
Further increase the need to act, perhaps with a more attractive offer
NOTE: As prospects convert, move them out of flow. After week 6, the remaining prospects may be “rested” and set aside for a future effort