Direct Mail Strategies: Low-Cost, High Return Approach (1)

Direct Mail Strategies: Low-Cost, High Return Approach This article consists of two short excerpts from the book, Marketing Without Megabucks: How to Sell Anything on a Shoestring. In all, there are 37 pages of material on direct mail in the book. The same material, with updated postal costs, is also included in Grassroots Marketing: Getting Noticed in a Noisy World. Get your own copy of either book by clicking the link at the bottom of this page. By Shel Horowitz Please note: this article is based on postage prices in effect at the time the book was written. To succeed, you should make money if 1/2 to 1% of your recipients become customers. These rates of return may sound low, but mail actually draws better than many other media. Consider a display ad in a publication with a circulation of 80,000 or a radio ad that reaches 100,000 listeners; you’d be ecstatic if you got 400-1,000 new customers (1/2% of 80,000 to 1% of 100,000). Let’s assume a fairly expensive route: a one-color, five-sheet package sent via first-class mail. Your printing and mailing cost per prospect to deliver this sizable chunk of information is 60 cents or less for photocopying, a penny for the envelope, and 29 cents for mailing, 90 cents for the whole thing. If you rent a mailing list, add four to ten cents per name....

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