Here are some interesting statistics I think you’ll find valuable if you’re doing direct mail.
This information comes from the Godfather of Guerrilla Marketing, Jay Conrad Levinson.
Keep these in mind on your next direct mail project:
- 70% of your orders will come from your letter.
- 20% from your brochure.
- 10% from your order form.
- None of that will get read if they don’t open your envelope.
- Spend time thinking about copy and graphics you can use to get your envelope opened. Your mailing needs to bring in 2.2 times what it costs you.
- Be sure to calculate all the associated costs of your mailing.
- People forget 90% of what they read within a couple of weeks.
- That’s why it’s so critical to send repeat mailings.
- The most effective mailings incorporate other media as well. Follow up calls, emails, etc.
The most important factor in direct mail.
The key to making direct mail work starts in the list. You can send tens of thousands of direct mail pieces, but if you’re sending to an unqualified and cold list the likelyhood of seeing a positive ROI are slim to none.
Legendary direct marketer Gary Halbert is famous for preaching the idea that the most important aspect in marketing is having a ‘hungry market’. That is, if you’re marketing to people that aren’t hungry for what you’re offering, you’re really wasting your time and money.
There’s so much more to be said about direct mail. If you’re interested in learning more let me know in the comments below…