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Junk mail lives on! With the “do not call” list in effect and lawsuits over faxing, all we have left are mail and e-mail. The good news is that techniques for direct mail are improving and you can start your own campaign with a small budget. Once the recipient responds to your mailing, you can then call!
One of the great new technologies is to tailor a direct mail piece to the individual. Lists are available for a large variety of specific demographics. Your own list can be created through drawings, contests and networking.
Postcards are an excellent tool for a direct mail campaign. Four color glossy designs are eye catching. You save the cost of printing and stuffing an envelope and the message is seen even if it is “filed” in the circular file. Oversized postcards with photo quality front and black back can be purchased for less than a quarter each!
If you have a lot of information to convey, a large format (11” x 17”) folded is a great method. I like to make the outside one color text and graphics with a motivating offer to look at the inside of the flyer. The inside should have four color photographs of your product or service as applicable with a dramatic call to action. Here is an example of some successful mailing for a manufactured housing community. The mailings were sent to people renting apartments in the area and one mailing moved four new tenants into the community. Click here to view the PDF.
One of the biggest costs of mailing is the postage. There are ways to limit that cost through bulk mailings and carrier route mailings. It takes more effort to set up, but the savings can be hundreds of dollars for even a 5,000 piece mailing.
These projects are custom quoted. Contact me for specific pricing. To give some examples, a 5,000 piece mailing, purchasing a mailing list, custom design, 11” x 17” 4/1 color, including postage would be an investment of about $2,500 or $.50 per piece.
Now you can work the numbers backwards. A one percent return (they call or stop by) would be 50 responses. What is your closing ratio on prospects? If forty percent, you will have twenty sales. What is your profit on twenty sales?C
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