My Photo


« Bet Your Car | Main | Mailings That Work »

January 08, 2007


Feed You can follow this conversation by subscribing to the comment feed for this post.

Alan Boyer

Actually I've been using postcards quite successfully now for the last couple of years to drive people to my seminars, and ultimately to become my business coaching clients.

Robert, you are right about having to understand what the end cost, or cost to acquire a client is with any marketing process. I send 1,000 postcards a month, get anywhere from 50-75 phone calls (5% to 7.5%) (so 50+ get added to my ongoing list of followers, emails, etc). Normally about 1/2 of those end up setting in the seminar seats, and that number is going up all the time (I actually had over 100 in October, but, the 50+ is much closer to normal). About 1/2 of those in the seats, 10-15 become clients of some kind, usually buying a low cost ebook and intro seminar, and 1-5 become coaching clients. That works for me, quite well as a matter of fact.

My postcards cost me $0.33 each on using a SPOT color approach. So, my 1,000 emails cost me $330/month, and if I even land 1 coaching client that is $330 to land a client that is paying me thousands, so that works. I also get about 10-15 that are paying me anywhere from $50 to $250 and will eventually become clients, so that's another thousand dollars or so.

What i've discovered is that, over time, that the number of people attending have started to escalate up toward the 10% area, maybe because of branding.

In any case, you are right about having to have the right message or it is a waste. When I started this I got 1-5 people just barely showing an interest. When I found the right message that jumped to the 5%-10%.

Dawud Miracle

I would do a few mailings each year when I had my alternative healing practice. I can say that I would get probably a 1-2% return on my mailings. But at the time, it was one of the only ways I knew to market my businesses to people who knew me.

Of course, now I'm back to being a web developer and know many other ways to get a much higher return rate on marketing materials. And, for little, or no, cost.

Clyde Lerner

I've been using for over a year now. I don't send mass mailings. I send selective mailings in my own hand written signature and own personalized font. I use for both personal user, client retention and client prospecting. I feel greeting cards are much more effective then postcards.

$teve F

Great article, however I have to totally disagree about not sending to strangers. I have run over 20 direct mail campaigns for 10 different clients in the past 3 years and I have always found that my best campaigns are the ones that follow this simple strategy:
1. develop a database
2. telemarketing to get the contact name
3. direct mail to these strangers
4. telesales follow up

I have found that following up people with Telesales that you have direct mailed gains double the amount of "hot prospects". It seems to be that people feel more obliged to take your telesales call if you have direct mailed them. Of course you need to make sure that the direct mail is well targeted and provides a solution to a need.

If I commence with a telesales campaign (ie only direct mailing prospects) - i will always end up with a much more cost-effective direct mail campaign, however i also end up with less than half the prospects, which in turn means a lower ROI.

Cathy Rodrigues

Mailings have had mixed reviews for me. My mailing lists included both people I knew and some unknown to me. While I initially recieved no respose from the mailings, one year later I received three phone calls inquiring about whether I still run the support groups for mothers of medically complex infants. My mailings were announcing the groups and then fliers that outlined the sessions. So, the lesson for me--hang in and don't give up. It takes time for things to percolate and come to fruition!

Cathy Rodrigues

Hannah Martine

We did a postcard campaign for a client who opened up a new location in a new city, with the web address listed as the main point of contact. The day the postcards were mailed (5,000 of them!!) and the press release sent out, the web hosting service took down the website due to a confusion on their end about who owns the web address. The website was down for three weeks ... the mailing was a major flop.

Hannah Martine

Lyle Lachmuth - The Unsticking Coach

Mine is a classic story -- with a happy ending.

I wanted to promote a brand new Consulting Skills workshop. Created a spiffy brochure. Mailed out 1,500. Took out several ads. Spent I forget how much.

Got 1 response.

Was depressed.

Then, I thought "Ah. But, somebody is interested!"

Grew a relationship with the company that had sponsered a person to 'test' the program. Got them to agree to be our first run try out -- at a reduced price.

Voila! The program was a success. And, we had a new client for the next 3 years!



This is most timely information for me! I am preparing materials for a direct marketing campaign. I am using them as a professional touch to complement my portfolio for approaching galleries and will start with a phone call first as well as a follow up.

I did have a mailout campaign of website invitation postcards and I have kept up with inviting key galleries to shows with no success but keeping my name in front of them. all I hope now is that they don't think i am spamming! it is so easy to put people on the wrong side and not knowing what you are doing can really create a problem. I will be reading this with interest.

Malcolm Munro

I worked for a trade association and sent out 2500 postcards for an event I was hosting. For some reason, the post office read the RETURN address that was preprinted as the destination so they were all mailed right back to me!

Malcolm Munro

The comments to this entry are closed.