Direct Mail Response Rates Mislead if You are Careless

Written by Alan Sharpe

I could tell you thatrepparttar average temperature inrepparttar 150267 world is 60 degrees Fahrenheit. But that fact wouldn’t keep you from getting sunstroke in Cairo. Or frostbite in Tuktoyaktuk. Averages tell you only so much.

Direct mail results only tell you part of what you need to know. They tell yourepparttar 150268 percentage of people on your list who responded. That’s it. They don’t tell you if you broke even. If you made a profit. Or ifrepparttar 150269 sales people who followed up onrepparttar 150270 leads closed any sales.

Response rates are misleading if you read them incorrectly. For example, I recently wrote a fundraising package for a North American nonprofit. The letter, mailed to a list of 6,850 donors, generated 35 gifts (responses). Runrepparttar 150271 numbers and that’s a response rate of half of one percent, a dismal result. But this number is misleading because my client (against my recommendation), mailedrepparttar 150272 letter to everyone donor in his database, including lapsed donors who had not made a donation for years.

So I asked my client how many active donors he had in his database. Two hundred, he replied. That’s 200 active donors out of a list of 6,850 total donors. Runrepparttar 150273 numbers again, and you’ll see that my letter generated a 17.5% response rate when mailed to active donors, or, to put it another way, when mailed to a good list.

Another problem with response rates, valid as they are, is that you cannot use them for every industry. Takerepparttar 150274 Olympic Games. When a nation applies torepparttar 150275 International Olympic Committee, requesting thatrepparttar 150276 Olympic Games be held in their capital city, they need a 100% response rate to succeed. They need one “client” to buy their proposal or their mailing has failed.

Business Postcard Marketing: 35 Ways to Use It

Written by Alan Sharpe

Postcards are an effective way for many business owners and marketing managers to attract new customers and increase sales from existing ones. Postcards are inexpensive to produce and mail. You can produce one in less time than you need for a letter or self-mailer. You can use postcards in dozens of ways to promote your business.

  1. attract new customers
  2. generate leads for your sales force
  3. generate traffic at your trade show booth
  4. drive buyers to your website
  5. strengthen relationships with your existing customers
  6. secure sales appointments with qualified prospects
  7. announce a special offer
  8. nurture relationships with long-term prospects
  9. introduce new products and services to your customers
  10. persuade prospects to try your demo software CD
  11. increase traffic to your retail store
  12. invite clients to your event
  13. persuade prospective clients to invite you onsite to conduct a needs analysis
  14. announcerepparttar opening of your new business in a neighborhood
  15. announce a special offer
  16. win back inactive customers with a special promotion
  17. publicize your new business hours
  18. announce that you will be inrepparttar 149484 area on a certain date

Cont'd on page 2 ==> © 2005
Terms of Use