11 Questions That Make Direct Mail Pay for Itself

A “bright shiny object” … is that all you need to get attention?

3. What Is Your Budget?
How many new customers do you need get this year and what are you willing to invest to get them? Not only do you have to get new customers to increase your revenues and grow your business, but you are going to lose customers that you are going to have to replace. No matter how good you are at running your business and how much people love working with you, you are going to lose customers that must be replaced. They are going to go to your competitors, they are going to relocate, and some will pass away.

With that said, now you need to determine how many new customers you need and how much you will invest on a monthly or quarterly basis to keep generating a steady flow of new customers while simultaneously keeping you old customers coming back and, if done correctly, keep generating referral business.

4. Who Are You Targeting?
In order to understand who your target market will be, it is important to understand who your best customers are. Do you have a strong understanding of who you customers are?

  • If you are a local business, how far do try travel to do business? If you are national, are there specific geographies that larger percentages of your customers are located in?
  • Are there specific demographics—such as age, income, family status or home ownership—that play a major role in whether prospects do business with you?

5. How Will You Follow Up?
What is the process that needs to take place for your company? Who will take the initial call?Can the sale be made on the first call or visit, or is it a complex sale that requires one or more sales calls and, like the contractor, estimate, plans and contracts?

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  • Bill Loeber

    Nice summary article. I think the single most important thing to consider (assuming this fits with your customer lifetime value model and marketing strategy) is thinking of a mailer as simply a tool to capture a prospect’s name and info. List building. Its a lot easier to get people to respond to a "free report" or something of value that to purchase directly from a mailer, especially these days. When I am starting a direct mail campaign, or advising on one, I always start with "name capture" as the goal, and unless I am dealing with a product that is low-ticket and of the type that might be purchased "right now", I push name capture pretty hard.