The easiest way to increase your direct mail response rates is to make your packages more personal. Given the choice between reading a flyer and reading a hand-written note from a friend, most people will read the personal note first. Here are some ways to make your direct mail packages more personal. (more…)
You will succeed at business-to-business direct mail sales lead generation if you master three calculations, and your response rate is not one of them. Your response rate tells you only a small part of what you are doing correctly. (more…)
I could tell you that the average temperature in the 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. (more…)
One advantage of direct mail is that you can test your hunches. Before you spend your entire budget on a campaign that your gut tells you will work, you can test and find out. Things to test include (more…)
Cost Per Qualified Lead measures how much you must spend to attract one qualified lead. Remember that anyone who responds to your offer is called an inquiry. But not all inquiries are qualified to buy. Not all become customers. (more…)
Cost Per Inquiry measures how much you must spend to generate one inquiry. But remember, an inquiry is not a lead. Or a prospect. An inquiry is simply someone who has responded to one or more of your direct mail pieces. (more…)
Cost Per Thousand (CPM) is one of the most common measurements in advertising and direct marketing. It tells you how much you must spend to communicate your sales message to one thousand people. By the way, the M in CPM stands for (more…)
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