Direct Mail
Post Cards, Letters, Variable Print, List Prep & Acquisition
The right message to the right target at the right time. Direct mail and direct marketing allow us to help clients deliver actionable offers and information. Whether the B2B or B2C arena, proper identification and targeting is driving results for clients in a number of categories.
Client’s count on Marketicity to provide intelligent direct marketing solutions to a host of objectives across a number of categories including banking, senior living communities and technology companies. We can provide brands insight and analytics that can specifically identify targets most likely to need or purchase their services. Direct mail also provides companies the unique opportunity to ‘reverse profile’ existing targets to help locate new potential targets through refining the list preparation and acquisition process.
Researching and establishing highly desirable targets takes time, effort and diligence but the reward for doing so can be very lucrative.
Some clients are intimidated by the perceived cost of executing a direct mail advertising campaign when they see that a response rate of 1-2% is considered successful. Yet this is a very similar successful percentage as many pay per click (PPC) campaigns.
The next items to be keenly aware of when developing a direct mail campaign is to properly identify and establish a ‘conversion rate’. Conversion rate is the number of responses that brands turn into actual sales. Here is an example:
Your product costs $50. You want to make $10,000.
You are going to get lucky and get a 2% response rate.
You will close the sale on 33% of those people.
$50 x 33% x 2% = 0.33
10,000 divided by 0.33 = 30,303
This means a client would need to send out around 33,000 mailings to achieve the $10,000. However, remember to include the cost of printing, postage and development to your equation. This means there is a need send out many more mailings to absorb these costs and still make a profit. With all that stated, direct mail is still one of the most effective ways to reach a consumer.
Interested in learning more about our approach to direct mail? Click contact or call.
