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January 01, 2010

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John Schulte

When using direct mail, or any marketing tactic, make sure you have an idea of what the Long Term Value of a new customer is, and what is an acceptable cost to acquire these new customers. Some people new to direct marketing use direct mail one time and say it didn't work for them because the amount of initial sales from new customers didn't pay for the mailing. Yet if they figured in how much a new customer would spend over the next year or years, they may find out that the effort was hugely successful.

If you are looking for direct mail marketing statistics to plan a successful marketing campaign, two studies are available from the National Mail Order Association, NMOA. They are, the DMA Statistical Fact Book, http://www.nmoa.org/catalog/dma/dma_stats.htm and the Response Rate Trends Report, http://www.nmoa.org/catalog/dma/dma_response.htm

Blase Ciabaton

John, terrific comment! I encounter so many who report a "bad" mailing experience because they invested in a one-and-done campaign with no thought on long-term results. Thanks also for the useful link to statistics!

Artmorehead

Blase,
This was a great article, I did not know you could pin point with such accuracy. Because the nature of my business is so "visual" most advertising has very little return for me, but on the other hand if the lists were "filtered" like the article states then the chances of a return would be much higher, I like this......

Kelly Schiffman

I loved this article..I'm interested in hearing your thoughts on these "lifestyle lists" in regards to fundraising in a tough economy for a non-profit, independent health care facility. Any thoughts or recommendations?

Blase Ciabaton

Kelly, thank you for your comment! Glad that you found the article useful! Would love to learn a bit more about your nonprofit so we could determine what sort of folks might be interested in supporting you.

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