This is a common percentage thrown around the industry. The fact is that the answer is both true and false.
The first question in any marketing effort should be: Who am I targeting? If you are sending a direct mail campaign to existing customers with a strong and clear offer you may well expect to receive a much higher response rate than 3%.
However, if you are marketing to a brand new demographic that has no relationship with your company; you may need to build that relationship before you can see higher return rates.
Furthermore, that new audience will require a different message than those familiar with your services. This means that your message needs to be tailored to your audience. With the right message to the right audience, you will increase the response rate.
The last piece is to track. In order to learn what works and what doesn’t, you will need to incorporate tracking mechanisms. This can be accomplished using special toll free numbers, PURL’s, coupon codes, landing pages and more.
I have a Resteraunt and was wondering if I should send out a couple offers like free delivery 20 percent of catering and buy one get one free entree, is that to much on a postcard or no. Thanks
I’m about to send out 10000 postcards and not sure what size to do and also of I should do presorted standard or first class, do you think presorted mail gets treated bad meaning not really guranteed
Great information. Thanks
Brad: Sorry for the delay. We had a glitch in our blog posts.
A good option is to keep to just one clear and simple offer and simply split the list in two to see which offer better resonates with your audience.
Also I would hit the audience multiple times. So, if your budget is for a 10,000 mailing, I would hit 5000 people twice instead of 10,000 once.
Make sure to add some tracking options with the mailing so as to track your results.
Please feel free to contact me for more information.
Dean Batson | Director of Marketing | http://www.AmazingMail.com
Office: 480-281-4829 | Cell: 602-633-4321
DBatson@amazingmail.com
Brad: To answer your second query… The only difference between standard and first class is priority and delivery speed. First class gets delivered quicker. There is no difference between how each piece is handled.
AmazingMail presorts all mail which results in shaving off some delivery time (Since the Post Office doesn’t need to spend the time doing it.)
Please feel free to contact me for more information.
Dean Batson | Director of Marketing | http://www.AmazingMail.com
Office: 480-281-4829 | Cell: 602-633-4321
DBatson@amazingmail.com