Questions to Ask Before Starting a Marketing Campaign
1. Is your marketing plan catered to your industry?
Ask yourself what other methods you are using to grow customer count. Are your methods targeted? Are you implementing many different platforms to drive in customers? Ex. Pay Per Click, Search Engine Optimization, Social Media, Direct Mail, Content Writing. Mudlick Mail has a variety of expertise in working with ALL industries and the offers that create the greatest response.
Remember: Our coupon library has your industries most compelling offers to take the guesswork out of your next marketing campaign. Remember to make the offer more/less aggressive depending on your goals.
2. Do you know what industries are using direct mail as a marketing tactic AND succeeding?
‘Direct mail usage for marketing campaigns equals or exceeds 60% for Utilities* (80%), Nonprofit (79%), Healthcare/Pharmaceuticals (67%) and Financial Services/Insurance (60%).’ Source- The Direct Mail Response Rates 2015
3. Is your average ticket price high enough to sustain the cost of direct mail?
Scenario #1: Your average ticket price is $10. You send out 5,000 postcard mailers (which can cost between $1800-$2000) with a really compelling offer on it and receive a response rate of 4% (200 respondents). If your gross profit is about 60% and after the cost of goods sold you actually make $6 per sale. You make $1200(give or take) from the direct mail marketing campaign. So technically, you lost money on this campaign. Note: This may be good results for a brand awareness campaign.
Scenario #2: Your average ticket price is $100. You send out a mailing of 5,000 postcards (which can cost between $1800-$2000) with a really compelling offer on it and receive a response rate of 2% (100 respondents). If your gross profit is about 60%, after the cost of goods sold you actually make $60 per sale. You make $6000 (give or take) from the direct mail marketing campaign. YOU MADE $4,000+ dollars back! YAY!
Moral to the postcard mailer story: Make sure that your average ticket price is high enough to sustain the cost of direct mail. Assess whether you are doing a strong acquisition campaign or a brand awareness campaign. For a brand awareness campaign (meaning you just want to get your brand out there for your ideal customer to see and not necessarily to make money on it) you have the option to put a semi aggressive offer or no offer at all. For an acquisition campaign, you are going to want to send bulk mailers with a strong call to action/offer. Note: Shared Mail may be the best option for you if you have a lower average ticket price.
Mudlick Mail offers a variety of marketing solutions to help grow your business. Speak to an expert today for a FREE consult, 866-213-3086 or provide us your contact details and we will respond within 24 hours.
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Compared to emails sent to existing customers, direct mail has 30X
the chance of receiving a response from the customer.
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