A remodeler recently asked me the following question: “How much would it cost to send the same postcard to my list of 4000 contacts and prospects, four times?”
The answer was about $2.00 per contact, or 50-60 cents per postcard. That would be enough to cover creative, printing, mailing, and postage. (But not photography or custom illustration.)
“That’s $8000,” he said.
“Yep.”
“Is it worth it?” he asked.
The answer is: It depends. It depends on the list, the message, the design, and the offer (if there is one.) It also depends on your goals – what do you want to achieve by spending the $8000, and how will you measure the return on that investment? Is that $8000 better spent some other way, or is mailing to this list a key part of your marketing strategy?
Any direct mail campaign (even a simple postcard) needs two things: a purpose and a metric. In other words, what is your goal, and how will you measure success?
If direct mail is part of your marketing strategy, talk to Bungalo Group. We can answer the easy questions like, how much would it cost to… and also some of the tougher ones like: How can I increase the overall effectiveness of my marketing plan?
Filed under: budget, direct mail, strategy | Tagged: direct mail, strategy
