Direct Mail Campaign And How To Measure Its Success
When a company is in the midst of economic downturn
, efficient cost management and customer acquisition are one of the most essential factors to sustain a company's growth and existence. In this situation, direct mailing plays a big role in preserving and gaining new customers.
A study says that direct mailing is one of the most cost-effective ways in marketing your business. Pitney Bowes even said that direct mailing can generate more sales compared to the advertising done on TV and radio.
ROI or return of investment can be used to measure the success of a business. ROI analysis gives us the picture of what is the lifetime value of a customer or the sales that the customer can give to a certain company over time.
The company can also use the so called "Cost-per-Piece" or "Cost-per-Lead" for measuring success though it does not give us a better view of the business compared to what ROI analysis can do. So, when your business is having a high ROI, for sure your direct mail campaign can also be considered a success.
Direct mail campaign should start with a small group and you can run small test mailings with this group. This is to let you have the feel of such marketing strategy and most likely to get a feel for your average response rates too. In mailing, try different kinds of approach, email templates and designs. If you are sure on the results, that's the time to expand your campaign to larger groups.
Having a larger group makes a greater probability to have positive results in your ROI. You should always bear in mind that every mail piece counts and it is important. Think that each mail you sent is also money spent so try your best in making sure that each mail can let you generate income.
One of the best ways to boost your ROI is to lessen on the hidden costs as you go along the process of sending your mail. What I mean with this is you try to lessen the cost of each mail you're sending like getting the services that DirectmailTools is offering for example.
DirectmailTools is a one-stop direct mail service so all necessary details and processes are just handled under one roof so you can minimize and save on administration costs. Since DirectmailTools is already known to the direct mail industry, it can also give you access to quite known and big-time digital printers in the industry which are of course way cheaper than the others.
Letting DirectmailTools handle the production of your flyers, promotional letters, and others can make you spend more of your time and money in improving your campaign and concentrate on running your business instead.
The first step in conducting a test mailing is to decide how many pieces you are going to send. Don't send too many of them for it will cost you a lot but don't send too small also for it will not give you enough responses to determine your response rate.
A good start can be to send between 1000 to 5000 pieces to your targeted clients. Mails around this number can mostly get you a sufficient number of responses for you to know your response rate.
There's no general rule that applies to response rates. They vary according to what products you are selling, what industry you are in, what kind of target market you are having, and many other factors. Credit card companies for example usually get a -0.2% response rate while nonprofit companies on the other hand usually get a 50% response rate.
Well, it doesn't mean that if nonprofit companies get more positive responses from the targeted clients, you'll already lose the enthusiasm of doing your marketing campaign. Don't be discouraged since this gives you an idea of your company's response rate from your targeted customers and measures your probable success rate in the days to come.
If there are some negative responses, through the direct mail campaign you can have an idea what are the things that needs to be changed or improved for you to satisfy your customers more and generate a much higher income soon.
by: Marc Trimble
Email Reverse Lookup The Right Way To Keep Your Email From Being Hacked Reverse Email Finder Is Great Choice For Your Searches Building A Targeted Mailing List Vertical Front Loading Usps Mailboxes Why You Should Work At Email List Building New Age Corporate Voice Mail Systems Best Ways To Keep Your Email From Being Hacked Use Reverse Email Lookup Finder For Your Benefits The Key To Thinking Of A Good Subject Line For An Email Strategies To Find People By Email Voice Mail Systems Offer A Variety Of Utility-driven Features How Can I Have Email Affixations?