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Fri, 22 Jul 2011 16:40:34 +0000

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Fri, 29 Oct 2010 08:49:30 +0000

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Tue, 30 Mar 2010 20:53:00 +0000

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Comment on Don't Call It a Comeback: Six Ways Direct Mail Will Thrive in the New Year by John Schulte

John Schulte — Sun, 17 Jan 2010 22:16:51 +0000

When using direct mail, or any marketing tactic, make sure you have an idea of what the Long Term Value of a new customer is, and what is an acceptable cost to acquire these new customers. Some people new to direct marketing use direct mail one time and say it didn’t work for them because the amount of initial sales from new customers didn’t pay for the mailing. Yet if they figured in how much a new customer would spend over the next year or years, they may find out that the effort was hugely successful.

If you are looking for direct mail marketing statistics to plan a successful marketing campaign, two studies are available from the National Mail Order Association, NMOA. They are, the DMA Statistical Fact Book, http://www.nmoa.org/catalog/dma/dma_stats.htm and the Response Rate Trends Report, http://www.nmoa.org/catalog/dma/dma_response.htm