Direct Mail

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Mar 12, 2007 11:48 am

What are the response rates to direct mail for seminars?  How about general prospecting?


We're getting about 1.5% in the office for seminars.  Just starting to try mail to prospect DNC HH's.

Mar 12, 2007 8:11 pm

What? A "plain vanilla envelope" mass mailing? I stopped doing those years ago because my results were terrible. Maybe your area is more receptive to them.


However, I promised myself that if I ever did another one, I'd do it along the lines of Ken Fisher. He has a column in Forbes and manages "mucho dinero". His mass mailing consists of large, oversized envelopes with a personalized letter and brochures. Effective? I don't know, never needed his services. But he did get me to open the envelope and read his material.


Can't afford to do that kind of mailing? Well, keep your same mailing budget, but do the "Ken Fisher" (KF) mailing to fewer people. For example, if your "regular" mass mailing budget allows you to mail to 1,000 prospects, but a (KF)-type mailing only allows for 300 prospects, try it. If you get a 5-10% response rate for the (KF)-type mailing, then you'll know you've got a winner!

Mar 12, 2007 11:22 pm
entrylevelFA:

What are the response rates to direct mail for seminars?  How about general prospecting?


We're getting about 1.5% in the office for seminars.  Just starting to try mail to prospect DNC HH's.





Direct mail for seminars is like trawling the sea floor for shrimp. You
get maybe 20lb of tasty shrimp for every ton of bycatch.



The key is targeting, HNW people do not waste time with junk mail. OTH
platelickers are dying to open up invitations for free dinners.



Better quality direct mail firms can help you with targeting and
scrubbing your list of people who attended previous seminars w/o
action.

Mar 13, 2007 7:46 am
AllREIT:
entrylevelFA:

What are the response rates to direct mail for seminars?  How about general prospecting?


We're getting about 1.5% in the office for seminars.  Just starting to try mail to prospect DNC HH's.




Direct mail for seminars is like trawling the sea floor for shrimp. You get maybe 20lb of tasty shrimp for every ton of bycatch.

The key is targeting, HNW people do not waste time with junk mail. OTH platelickers are dying to open up invitations for free dinners.

Better quality direct mail firms can help you with targeting and scrubbing your list of people who attended previous seminars w/o action.


My lists are very good, very high net worth people...basically, if they're plate lickers at least they're HNW plate lickers.  Just wondering what a general response rate is.


Oh, and all of my mailings are targeted.  I.E. I do a few of everything.  New movers, HNW, certain company employees, each with material specific to them and what I believe their needs may be. 


Thanks for the input guys.