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Targeted Leads Facts:

We will sit with these artists in their studios as they shape precious stones and metals into beautiful jewelry discussing their views on the creative process, he says. An effective package can be created on a limited budget, and without artwork. Occasionally a reply card will be attached to a brochure.

 

This may complicate your printing or design stage, but it has one advantage for the respondent. If she saves the reply card, she may also save the brochure with its stronger sales message. If that's the case, then you have to divide any response percentage you'll get by five (20 percent is one fifth) in order to determine the percentage or number of sales your campaign will generate.

Advertising messages in envelopes get special attention. Since personal letters come in envelopes, and since every sealed envelope carries some mystery, envelopes are the preferred form for direct mail. You can tell immediately that mail without an envelope is advertising. Since they're not usually sealed, and since they don't contain individualized letters, self mailers are not quite as personal and don't involve the reader as much as a classic package does.

In most cases, self mailers have far less copy than direct mail in envelopes and thus fewer opportunities for strong written persuasion. Self mailers have a variety of uses, however, and so do their envelopes cousins: free standing inserts (FSIs), statement stuffers, and package inserts. Self mailers cost less to produce than a classic package, but they are written in approximately the same style, to accomplish similar goals. Since they have no envelope, an address and postage are placed directly on the advertising piece.

 

A successful response rate should be more important to you than an average one. Take two examples: First, when you determine your costs for an initial mailing, you could discover that you need more than a 3 percent response just to cover expenses. Second, consider that you're doing a lead generation pro gram and you know from experience that you will convert 20 percent of your leads into sales.

 

The lesson from these examples is that response rates are only relevant in terms of costs. Since advertising and production costs vary among businesses, so does the significance of a response rate. One way to identify a successful response rate is to work backwards by determining your advertising costs, then estimating the number of responses/ sales you need just to break even. You might decide, like many direct marketers do, that you're willing to conduct a campaign even if you expect it will not show a profit from the initial responses.

 

In this case you do it to build a customer base you can sell to again and again, or to generate leads to be cultivated later.

More about Direct Mail Marketing List.   See also: Business Mailing Lists and Internet Media .

Response Makers - Targeted Leads