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How To Reduce Your Direct-Mail Costs

For a business, advertising is a MUST, to reach out to new clients and to keep your loyal customers returning. Even though every business model is different, nearly all companies use some form of advertising, whether print, web, TV or radio. Direct mail is still the leader when it comes to print advertising, though it can be costly to convert the leads generated into actual customers for many reasons. That’s why it is wise to review your direct- mail strategy and, in some cases, revise it.

Direct mail is more than simply sending your special deals to a large mailing list. Direct mail is about sending targeted messages to targeted mailing lists. It is a common mistake among businesses to send to just any list available to rent or purchase. The resulting cost associated with such a random mailing is high, and the conversion rate is extremely low.

Postcards are a great solution for reaching a targeted list and provides the highest ROI (return on investment), assuming, of course, that you’ve selected the appropriate direct-mail resource.

Let’s explore the impact on cost and effectiveness in a typical scenario. Perhaps you want to launch a campaign advertising a special clearance event; you might decide to “do it yourself” by sending this special promotion to your surrounding neighborhood. If you want to send 10,000 postcards first-class postage will cost you $4,400 (at 44 cents per); 10,000 plain envelopes will run approximately $500; acquiring a mailing list can cost up to $250, unless you have already have one. Your total investment comes to $5,150, or 51.5 cents per home for 10,000 messages.

Clipper Magazine offers well-designed full-color postcards, printed AND mailed for just 35 cents per home, enabling you to reach new customers at the lowest possible cost.

The point: Direct mail works but can be costly to find the right solution to achieve your goal while fitting within your budget. When exploring options, be sure to consider all that Clipper Magazine offers at just pennies per household: postcards, inserts, menus and more!

This article was revised on 7/29/2010.

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Posted in Advertising and Direct Mail, Coupon Advertising.

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