Are direct mail advertising capaigns still effective? If so, what is the best way to capture customers?

Answer 1

Absolutely. Direct mail is still very effective but it must be done with a clear marketing goal. I don't know what your business is but you need to come up with what you are trying to get these people to do and make it as easy as possible. To tell you a average response rate would be misleading b/c it completley depends on your offer and demographic. For example, a mortgage company may see a 1% response rate while a restaurant offering a free meal might see a 6-7%.

In regards to deciding what you want these people to do. Many times, it is good for a company trying to generate sales leads to include a postage paid reply card. That way, it is extremly easy for interested people to respond to you. They don't even have to pick up the phone. Of course, postage paid reply cards are more expensive to send, but you only pay for that return postage if they reply. Meaning, they are well worth it (if they fall in line with what you are trying to do.)

Just make sure you call to action is very clear and remember, consumer are motivated by WIIFM (What's In It For Me?) so, make sure you think that way when designing your marketing message.

Lastly, make sure to give the list you are going to use some good thought. Don't be broad. Be specific, direct mail companies work with list brokers. These list brokers can get suprisingly specific when it comes to targeting people. Try to be as specific as possible with the people you are trying to target and if they tell you they can't get that targeted move backward until it is possible and you have the most targeted list you can possibly send to.

Good luck with your efforts. Try email marketing too. Email marketing response rates are very good. The main difference with email is you really need to generate your own list. But once you have, that email list will be one of you most valuable assets. Think about collecting email address from your direct mail campaign. These guys really know their stuff when it comes to email marketing: EmailDirect.com

Answer 2

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Answer 3

Bottom Line....

Direct mail works best when there's a pressing and needed offer! (2% return is excellent)

It doesn't work well when you'er selling a non-urgent service. (< 0.5% return). They will toss it.

Answer 4

they show a 2%-5% return rate so you would need to make a mass mailing to make it profitable

Answer 5

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