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What is the response rate for direct mail?
According to Direct
Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer
mailings—considerably higher than industry expectations, and surging past
electronic mail's response rate of just 0.12%.Jun 13,
2013
The above information is several years old now so we can take
it for what its worth. I was surprised also because I always thought that is
was around 2 percent. Another surprising (but perhaps not so much when one
thinks about it), it highly surpassed digital, electronic mail. Now to prove my
point, let’s ask another question:
What is the response rate for direct mail with item inside?
My
answer is, I’m not sure, but from what I found on the web, it is well over 50%.
I’ll let you do your own research. Ask yourself about the times when you
received an envelope with a certain “bulkiness” to it, something (what could it
be?) was inside making the envelope bulge. You knew something was inside and
you opened it, right? I can’t imagine anyone throwing something like this away
without at least finding out what it was, can you? I remember receiving a bulky
letter and on the inside I found a candy mint taped to the letter stating: “It
doesn’t cost a mint to…”. You can do something similar with a penny or even two
dimes and say “When I started I didn’t have two dimes to rub together. Even if
this is your situation, I can help”. With an envelope that has a clear window
with a real dollar bill showing certainly works well. If you haven’t used these
ideas with your mailings lately, I suggest that you give it a try; you’ll be
glad that you did because leads and sales ultimately result.
When someone opens the mailing piece and finds a mint or even
a dollar bill, when they consume the mint (if they do) or use the dollar, do
they “remember” you and your business? My answer is, “not likely”. So let me
get to the “triple whammy” or “3 for 1” effect.
When someone
opens your envelope because it is bulky, you’ve gotten farther than most people
do with direct mail; that is #1. Now with whatever you’ve used for the bulkiness
and how it relates to the contents so it is a memorable and relatable to the
receiver will determine if the person takes action. If so, that is #2. Are you
ready for #3, the one thing that truly gives you more “bang for your direct
mail buck”, the thing that sets you apart from others who just do steps #1 and
#2 which only yields the results of only doing #1 and #2; the something “extra”
that may make the difference between failure or success?
Here it is.
When you do this, I promise you that you’ll get results and add to the duration
of time in which you get results. Include an imprint on the item which created
the bulkiness. You could include a pen with your imprint, a coin that requires
the recipient to come in to your store to redeem it, or even the mint I told
you about earlier could have an imprint on the wrapper. However, my choice of
item would be the pen or something similar which has an advertisement (your
imprint is the ad) which would be seen for a longer period of time so your
recipient is reminded to visit your business. The mint or coin has immediate
impact but the imprinted item that offers prolonged use has the stronger and
longer marketing impact.
So when you
consider the cost (investment) of direct mail, my thoughts are to add a bit
more time, thought and creativity in your mailing pieces along with an
imprinted item; which will increase the cost but the overall positive income
resulting from doing it this way will be well worth it.
Direct Marketing: Strategy, Planning, Execution
Ter Scott
Say Thank You with Imprinted Travel Mugs and 10% Goes to Charity
This week's Charity Promo: Travel Mugs and...
Ter’s Marketing Tip: Say Thank You.
OK, I hear some readers saying that this is common sense,
but I will share what my friend Dexter Yager states which is: “common sense isn’t
so common”. And I will go one step further to emphasize my point and ask you when
was the last time you said the words “thank you” and/or when you did it was
done with sincerity and intent?
So now that we agree that it is important to show our
appreciation we need to ask ourselves some “good” questions. When I think of
asking questions I think of the question system; take these and answer them:
Who, What, When, How, and Why.
I will share a few of my (quick) answers to each but with
you knowing your business; I’ve left 3 blanks for you to fill in with your
answer.
Who? Prospects,
New Customers, Current Customers, _______________ , _______________ ,
_______________ .
What? Imprinted Coffee Mug, Real Dollar Bill, Donation on their
behalf, _______________ , _______________ , _______________ .
When? Payment of item, special purchase, milestone, _______________
, _______________ , _______________ .
How? Telling them, telling them in public or in the media,
special notice sent to their home (instead of their business), _______________
, _______________ , _______________ .
Why (which should probably be our first question)? For
giving referrals, for number of years doing business with our company, when we
notice them in the news for doing something, _______________ , _______________
, _______________ .
I’ve always said in my marketing classes and now in my
workshops and seminars, “Advertising is a noun; marketing is a verb”. Marketing
requires your action. Taking a few moments to complete this “assignment” will
garner results for your business almost immediately.
Ter Scott!
1. Request more details and price break down on this week's Charity Promo.
2. Prepay for your order (we'll give you your total cost)
3. We'll donate 10% of the base price to a charity of your choice!
Buy Imprinted Promotional Products and 10% goes to Charity!
Introducing...
MyImprintRepDOTcom Charity Promos!
1.
Say “yes” to our weekly promo.
2.
You tell us what you want on your item and
the charity and we’ll tell you your total prepayment.
3.
We donate 10% of the base price to a charity and
your order is on its way!
Get better pricing on imprinted promotional items and
we’ll
even donate 10% of the base price to
a charity of your choice!
Here’s how it works.
Every week we present a selected item such as an imprinted
pen, coffee mug or something similar. You’ll still have all the variety of
options like colors, imprint options etc. just as you would with any promo item. And, on some weeks we'll even have exclusive specials for industries like cleaning, nurses, auto related etc. (You can still order if your business is involved in the industry is some way; contact us).
If you want to take advantage of the week’s promo, let us
know the details of the item; how many, your imprint etc. and we will tell you
the total of your order for prepayment which will include tax and shipping. Also
tell us the charity you want the 10% to go to; otherwise we will donate to one
of our popular charities.
We will then donate 10% to a charity of your choice!
These prices for the same item elsewhere you’ll find to be
much less; sometimes almost half!
So get a great deal and donate to charity!
Get these notices in your email box along with a great
marketing tip every Monday! (To get great marketing tips and see what the
weekly promo is, be sure to “Follow by Email”; register somewhere on this page.
We look forward to helping you help others with
MyImprintRepDOTcom Charity Promos!
Ter Scott
PLEASE NOTE: At this time, MyImprintRepDOTcom Charity Promos! is not on our www.MyImprintRep.com site but only offered here in weekly emails or by returning to this site.
This is another reason to ask: Is MyImprintRep YOUR Imprint Rep?
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