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Measuring the Return on Your Direct Mail Investment
By Martha Retallick


Article by www.oilchangedecals.com - Customized Oil Change Decals - Custom Printed Window Decals Static Stickers


In direct mail lore, there`s a rule stating that you can measure the success of your efforts by a minimum response rate of 1-2%.

In other words, if you send out 10,000 pieces, you`ll have a successful mailing if at least 100 recipients respond to your offer. (One percent of 10,000 is 100.)

That`s one view of direct mailing success. 

Permit me to offer a different perspective: one from the small business world. Specifically, I`m referring to those small business people who work by and for themselves. Call them "One-Man Bands," "Working Soloists," "Free Agents," or whatever you`d like.

To help you remember these two perspectives, let`s give them a couple of catchy names:

1. The "Playingg the Percentages" Perspective. This is the "industry standard 1-2% response rate on your mailings" perspective you`ve heard so much about. This is the yardstick favored by businesses that are sending large quantities of direct mail to sell mass market products.

For example, if I own a pizza parlor, and I`m doing a "use this card for 10% off on your next order" mailing to all residences within a three-mile radius of my business, I might have a mailing list of 10,000 names.

You`d better believe that I`m going to watch the overall response rate like a hawk, and I`m going to be looking at precisely where those hungry customers are coming from. If most of them are coming from a handful of apartment complexes next to a college campus, I`ll know to send my future mailings to those complexes.

2. The "You Only Need A Few" Perspective. This is the one for those One-Man (or One-Woman) Bands who are selling services that take a fair amount of time to provide. Like marketingg consulting, public relations services, graphic design, or customized computer software applications.

For these folks, a handful of new or repeat clients from a promotional mailing is quite enough. After all, as the owner of a one-woman graphic design studio told me once, "I don`t want to be a victim of my own [direct mail] success."

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For more information about this article and/or the author visit http://www.postcardmarketingsecrets.com/


Printing London - Printing London
... worked there a long time and really enjoy it. I work in the printing London department and have a fantastic relationship with all my colleagues. printing London is a very popular thing. Imagine all the flyers, tickets etc that need to be printed in the hub of the country. So, luckily we are very busy. It seems that there is no recession in our company. People from all walks of life require printing London and it is this which makes my job so enjoyable. I meet a variety of people every single day so no two days are the same. This, coupled with the way I get on with my fellow workmates makes my working life as happy as I could hope for. We go on regular nights out together and, as you can imagine, with the plethora of activities that London has to offer, we have a great time. The other night we went to the theat...
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Pr Surveys - Pr Surveys
...s feel about your company and the services that it offers them? How can you improve the services in the future unless you can establish what you are doing right and what you are doing wrong? A series of PR Surveys could put you in a clearer picture and let you make changes that will benefit your firm in the future. You might want certain feedback about a particular brand or want to use the PR Surveys to weigh up public opinion about your company in general. Fast and accurate data can be provided by a team of professionals in market research who can complete the PR Surveys in a wide range of time scales. It could be that you require the information rather quickly and if this is the case 24 hour surveys can be conducted that can guarantee 2000 respondents in such a short space of time. Time might not be of such an issue for you ...
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Case Taper - Case Taper
...n a box is delivered to your home you often find that it has been sealed to an exceptional standard. In your mind you might envisage some poor guy in a warehouse having to seal each and every box by hand. Armed with adhesive tape it would take him ages to ensure that large cartons were sealed securely. However, in reality it is more conceivable to think that a case taper will be used. Fully automatic machines can now be used that make the whole process a rather simple affair. They are capable of sealing boxes of all sizes and are rather clever as they`ll adjust to cater for a variety of heights and widths. Made from a hardy construction the case taper is capable of sealing boxes in a smooth and accurate manner with top and bottom sealing properties. Operators will find them extremely easy to use and they can seal a number of cartons per hour. Have a products delivered to your h...
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Themed Events - Themed Events
...es of themed events include Halloween, green day, etc. themed events have become increasingly popular in the past few years because people enjoy them. themed events can be carried out at almost any time, and they are not held on fixed dates. You could arrange to have a themed event on almost any day you choose. You can even celebrate birthdays like themed events. For instance, if you keep greenery as a theme on your birthday, everyone would have to bring gifts and wear clothes that relate to the colour green. ...
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Ambient Advertising - Ambient Advertising
...tising are needed in the modern climate to stimulate the minds of target audiences. Companies are constantly thinking of new ways to get the message across to the masses and ambient advertising is now used on many campaigns. Light projections can be utilised in busy shopping areas to give customers little tasters about new products that are due on the market. Large format digital light projectors can be used as part of these schemes and the outcomes can be highly effective. Chalk stencils are also used to good effect and digital vans can be positioned in a host of locations to provide moving images of any product that is due to be launched. There seems to be no limitations to the ambient advertising as creative individuals are thinking up new concepts all of the time. Team members can be positio...
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Revit Content - Revit Content
...er`s husband owns a company that designs and manufactures elevators. As you can imagine this is a very precise science and one which you have to have a lot of training for. My brother in law has had a lot of training over the years and, since he and my sister met when he was only eighteen years old, it seems to me that most of his life has been spent training and studying for what has become his business. One of the most innovative things he says he has come across for a long time is a measurer with Revit content. Since all his measurements have to be absolutely correct down to within fractions of a millimeter, a measurer with Revit content has meant that he can achieve this with much less work than was previously possible. He feels that, with the advent of Revit content, that his business will grow much more quickly because of the time saved in many areas of the job. My sis...
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Expert Witness Directory - Expert Witness Directory
...r`s office in the centre of Manchester as a legal secretary. I really enjoy my job as the offices I work in are really luxurious and the team of solicitors I work for are really good fun. One of the many things I do during my working hours is to find expert witnesses from the expert witness directory to attend a trial when they are needed. Because of the type of work we do, the expert witness directory is the bible in the office and, although we have more than one copy of it, it seems that it is never where it should be. Last week I had a real row with another secretary from another team when I asked her for the expert witness directory and she told me she had no idea where it was. Imagine my annoyance when, after searching for it for fifteen minutes, I finally spotted it on her desk. Although we had a few words at the time, we have more than made up since ...
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Corporate Training - Corporate Training
... important in the work place than having a united team working together for the same goal. In the current climate stress levels with in the work place are rising, so it is key to ensure that your team stay united. One way of ensuring this is to take part in a Corporate training event. There is a massive range of different types of team building activities available, both indoor and outdoor, for your team to take part in. Their variety of safe team building activities suit all that attend the event and none of the challenges that are offered are over strenuous. All of their Corporate training challenges are designed to bring out keys skills within the individuals which then can be taken back to the work place. The choices for your Corporate training include activities as diverse as learning circus skills such as plate spinning, to taking part in army style operat...
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Disabled Access - Disabled Access
...ionally or mentally impaired. Disability refers to the social effects of physical, emotional or mental impairment. This definition, known as the `social model` of disability, makes a clear distinction between the impairment itself such as a medical condition that makes a person unable to walk or unable to sit and also exposes the disabling effects of society in relation to that impairment. It is said that the real issue is the societal response to disability. If a community allows physical, architectural, transportation, and other barriers to remain in place, society is creating handicaps that oppress individuals with disabilities. If, on the other hand, a community removes those barriers, persons with disabilities can function at much higher levels. In simple terms, it is not the inability to walk or the inability to sit that prevents...
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Print West London - Print West London
...trying to organise a ?walking bus` to her local school. She is very keen on protecting the environment and believes that if more people walked their children to their local schools, that less damage would be done to the ozone layer. As she had canvassed some mothers outside the school gates and received a positive response to her walking bus project, she decided to publicise it further and try to get the event into Print west London. She phoned the local newspapers up and had interviews with them to explain what the project was about. She also decided to get some flyers printed and looked around for suitable companies who Print west London. She really got the local school behind the campaign as well and they kindly offered to donate some money to help with the cost of the Print west Lo...
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