A good direct mail program needs to start with a good list. The list you buy will give you the start but you need to customize your own mailing list. You can start by purchasing demographics such as a certain value of the premises, combined income for the residents and by specifying owner occupied rather than rental properties.
The Direct Mail Marketing Association analyzed 1,122 industry specific mailing campaigns and determined that the average response rate was 2.61%. This is high based on my many years of experience in using direct mail marketing. Somewhere between 1% and 2% is more realistic. An assortment of high quality mailing pieces is a prerequisite for a successful mailing program.
In an economy when spending has slowed and saving money is in vogue, it's harder than ever to convince yourself to be repetitive in your mailing program. Get over this hurdle and you're on your way to increasing your business while everyone else is laying low.
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