Direct Mail Is Cost Effective And Easy To Do With
Pitney Bowes
Direct mail has been become an integral tool for
many marketers. Not only is it cost-effective, but
response rates can be quite positive.
A
Direct Marketing Association Response Rate Survey
of over 570 Direct Marketing Campaigns in 2004 found
that Direct Mail had a response rate of 2.73% -
capturing third spot overall and ranking higher
than e-mail, inserts, radio, magazine and other
highly used marketing mediums.
| OVERALL
RESPONSE RATES FROM MARKETING CAMPAIGNS BY MEDIA |
Media |
Average
Response Rate % |
| ____________________________________________________________ |
| Dimensional
Mail |
5.49 |
| Telephone |
5.45 |
| Direct
Mail |
2.73 |
| Catalogue |
2.23 |
| E-mail |
2.31 |
| Coupons |
1.71 |
| FSIs |
0.45 |
| Inserts |
0.45 |
| Radio |
0.31 |
| Magazine |
0.30 |
| Newspaper |
0.15 |
| Direct
response TV |
0.14 |
| Source:
Direct Marketing AssoicationResponse Rate Survey,
2004 |
Top
5 Direct Mail Tips
1.
Send several items for one low price. Include other
promotional items, flyers, and newsletters to the
direct mail. Make your 51 cents really count!
2. Be creative and take advantage of free space.
Advertising may appear anywhere on direct mail pieces
as long as it does not encroach on any of the reserved
areas.
3. Increase your response rate. Include a return
envelope or some type of reply mail card to your
direct mail - this can help boost your response
rate.
4. Reach your customer on the first try. Ensure
you have a contact name and use the right postal
code. That way, your correspondence will get into
the hands of the addressee - first time, every time.
5. Know how to properly address an envelope. The
Canadian Addressing Guide shows the most efficient
way to address mail.
__________________________________________________
Pitney
Bowes has the tools to help you create your own
direct mail! To find out how click
here or call one of our inside Sales
Reps at 1.800.672.6937 ext 6
|
