| I am a believer in direct mail. In the past I have built two | | | | ago: 3% - 4%. But the reality is in today's advertising |
| conventional businesses using direct mail as a vital | | | | climate, the typical consumer is being bombarded with |
| component of my marketing mix. My first major foray | | | | over 3,000 promotional messages daily and a mailer is |
| into this medium was with a tour and travel business | | | | lucky to receive a ¼ to ½ of 1% response. |
| that I founded and operated for 18 years. Our mailers | | | | (Response = acknowledgment of receiving your |
| exceeded a million pieces annually. Over the past 16 | | | | message and not necessarily making a "purchase" / |
| years, I started and ran a business-to-business direct | | | | joining your business.) |
| mail company having local, niche market direct mailers | | | | A couple of techniques which will better your response |
| in major Northeast, Central and Western states. | | | | rates: |
| Why I tell you this is to give you an understanding that | | | | 1. Plan on increasing the frequency of your mailings to |
| when it comes to this form of advertising, I have | | | | the SAME people (mailing list) at least on an average |
| extensive experience in the field. And the conclusion I | | | | of 3 or 4 times. This way, they get to know you as |
| have come to realize is that it is extremely expensive | | | | you incrementally build a relationship with each mailing. |
| compared to the return. Usually beyond the reach of | | | | (The problem with this is that it is extremely costly.) |
| the average network marketer. | | | | 2. Only mail out 10 or 15 pieces a day and make |
| Let's examine the costs involved. | | | | follow-up telephone calls to those who have received |
| First, you will need to rent a business opportunity | | | | the pieces. It is vital that you make these calls within 24 |
| seekers list. I have seen online rates around.10 for each | | | | hours of their receiving the pieces. This is a perfect |
| name (usually there is a minimum order or be prepared | | | | conversation starter: "Hi, this is ___________. I'm |
| to pay a surcharge). If you want the names and | | | | the one who sent you the home business mailer with |
| addresses on labels that could run you an additional 5 | | | | the homemaker at the computer. Do you recall getting |
| or 6 cents more. | | | | it?" Go for it, the conversation is now opened. |
| Second, you have quite a variety of options when it | | | | Recently I coordinated a co-op direct mail program |
| comes to printing. Here is an area where most people | | | | within our network marketing team. Each of us mailed |
| will skimp forgetting the fact that this is the MOST | | | | out 500 pieces. The response ranged from none to |
| important decision you will make. If you go with a | | | | awful. Of my two "star prospects", one wanted to sell |
| schlock stock and print job, what kind of impression will | | | | me the product we offer so I could resell it for him and |
| you give your direct mail recipient? Assuming you send | | | | the other is a tire kicker at best. Sending these few |
| a 6" x 4" postcard with black ink plus a second color | | | | mailers out (500 per co-op participant) was being |
| (forget the 4 color process) your cost could be | | | | extremely cost conscious as I kept the total cost for |
| anywhere from.15 -.25 per piece depending upon how | | | | the mailing list on pressure sensitive labels, the 2-color |
| many mailers you order. | | | | printing on heavy, glossy stock and shipping to $98.50 |
| Third, and this is the biggie, is postage. Currently | | | | per person. |
| postcard postage is.28 per stamp. | | | | The next time I develop a direct mail program for my |
| At roughly.60 per direct mail recipient (using the lower | | | | primary network marketing business, I will personally |
| printing cost), it would not be bad if the returns were in | | | | test it out with a minimum of 5,000 pieces. Based on |
| the range of when I first started mailing over 30 years | | | | the results, it will then be offered to my team. |