One of the most effective ways to sell products is to put a piece of mail in the hands of your target audience. Direct mail response rates typically range from 0.5% to 5% or more depending on product, price point, offer and list. If the message speaks to your audience, and if executed properly, direct mail can be a very effective distribution channel.
Advantages of Direct Mail
- Relatively unregulated vs. telemarketing and other marketing channels. With strict telemarketing regulations now in place, many companies are turning to direct mail to make up the difference.
- An opportunity to be truly creative - the sky's the limit!
- Scalable - Once tested and proven successful, direct mail programs can be rolled out to hundreds of thousands, or millions, very quickly
- It's trackable - Envelopes go out and orders come in. You will understand your return on investment to the penny.
Keys to Success
- Mailing the right offer to the right customers
- Scientifically testing and tracking results. Something as simple as a copy change can make or break your results with direct mail.
- List modeling - a science in and of itself. Involves building predictive models that target the right customers and increase your return on investment.
Challenges
- Cost - 50% or more of the expense in direct mail is postage. It's important to understand your expected response rate, average order size, breakeven point and complete profit and loss statement before getting into this channel.
- Lead time - as with any promotion, if you're going to do it right you'll need some time to plan and execute effectively
- Breaking through the clutter - Getting customers to open your envelope is more than half the battle.
Our Direct Mail Services
- Planning - detailed test plans - including package and list testing recommendations
- Budgeting - establishing cost-per-order targets for your business
- Demand Forecast - projected units sold and sales dollars generated
- Creative - concepting, design and copywriting
- Production - Printing and mailing your direct mail program
- List services - list rental, merge/purge, and mail file preparation
- Post analysis - including ROI analysis and rollout recommendations
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