SCENARIO: You are sending out 7,500 mailers every 3 months to the same list you purchased three years ago. You have three different offers you rotate among. Your piece is an oversized postcard with the same information about your business, only the offer changes. You are getting about 5 new clients each time you mail.
COST: $4,500 per mailing.
New client average spend: $500 each or $2,500 per mailing.
A quick calculation will tell you that this direct mail is not working. You are spending much more than you are bringing in. One factor though that we are not calculating is the lifetime client value, which when factored, may prove that this campaign is profitable.
But what could you do to make this campaign better?
There are many things that go into a successful direct mail campaign with the WHO (your target prospect) being first and foremost.
Then, after the WHO, you have the WHAT (your offer, your story, your reason why), the HOW (the medium for message delivery-many factors here), and finally, the RESULTS (everything needs to be measured for ROI, call tracking numbers a must).
Based on the generic information we have provided here, there are ways to tweak this campaign to get better results.
One of the things I?ve learned from my years of experience is, after determining your target market by analyzing your best clients and cloning them, and following that, making sure your piece gets delivered by the post office (lots of stories of missing ?bulk? postage mailings and two that actually happened to my clients in 16 years), grabbing the reader?s attention is paramount.
If your mailer is generic looking and you are mailing the same piece every time with nothing noticeable to grab attention, that piece of mail is going straight in the trash can. I can think of many mailers just like this that I receive now and do this same exact thing.
You need to set your self apart from every other mailer in my pile.
We have done mass mailings (beautifully designed pieces with fabulous offers) where the shear numbers forced the phones to light up like a Christmas tree. Of course, not all of the calls were qualified leads but the phone was ringing and that made the owner of the business feel good.
On the other hand, we have done mailings where the list was culled down much more specifically, where we could speak to the prospect in a more personal way, where because the list was smaller, we had more money to spend on the actual deliverables sent to the prospect. This method outperforms.
A recent client, mailing to only 200 prospects, received a 7% response rate from their campaign. Now, they did spend over $60 on each prospect, of which to many reading this right now is outrageous and usually where I will lose you, but a 7% response rate is awesome. Looking at the scenario providing in the beginning, the response rate is less than .07%.
You would want to keep doing mailings like this.
One of the keys to the equation is repetition. People need to see your message between 5-9 times before they take action to call. When your messages are spaced out over 3 months, you lose momentum. If you tighten up your mailing cadence, you should see better response.
Something that may be hurting this mailing is the age of the list. The average person in the US moves every five to seven years. Our economy keeps changing, people are out of work, incomes are changing, housing values are iffy. If your list is old, you could be mailing to the wrong prospects.
Source: http://www.creativedgemarketing.com/2013/01/should-you-stop-your-direct-mail-campaign/
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