Marketing Post Cards
The number of responses is higher in program B than in pro-gram A. That is because Internet direct marketing increased the overall number of responses from 500 to 910, almost double the responses from mail alone. Notice that cost per response drops from $120 for program A to $80.77 for program B. The dramatic increase in responses resulted in an equally dramatic increase in qualified leads from program B, even though the original mailing quantity was maintained. This led to a corresponding increase in the number of sales and in total sales revenue.
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Marketing Post Cards info: Internet-enhanced direct mail lead generation.The mailing quantities are the same in both A and B. With all the direct mail statistics held constant, we can segregate the impact of Internet direct marketing. The cost of program B is $73,500 vs. $60,000 for program A. That is $13,500, or 22 1/2 percent, higher than program A. As you probably know, the economics of direct mail marketing are such that the more you mail, the less each mailing unit costs. For ex-ample, you might be able to mail 50,000 self-mailing pieces at a cost of $1.50 each. See also Marketing Post Cards.
Response Makers - Marketing Post Cards
