Why use Direct Mail?
Often, especially in smaller organisations or charities, there is a resistance to using Direct Mail as a medium to generate income. An argument might be that sending out an in-house E-mail campaign is ‘free’, but what might the response rates be?
Let’s say it real terms it does cost to send out an e-mail campaign. There’s the software, staff time to write and create and send. So in round terms let’s say that’s £1,000 and it generates £3,000 in responses (or orders for a commercial company) from 10,000 e-mails using a 1% response rate. Nett gain £2,000.
Direct Mail appears more expensive perhaps and let’s again use round term figures. To create and produce artwork for a basic pack needs a copywriter and designer at say £3,000, a print and DM company to produce 10,000 packs, say £2,000 and postage at £2,000 approx, so a total of £7,000. Typically response rates are greater for tangible items like a mail pack (see the reports from www.mailmen.co.uk at the foot of this page). So let’s assume a higher response rate and a higher average gift/order generating £10,000 in income. So for a greater spend there’s a greater reward and a nett gain of £3,000. Simple!
For further information or to have an informal chat about what Print and Direct Mail can do for your organisation in either the UK or Ireland then please call us on +44 (0) 7515 808224, In the meantime why not read these reports and see what you think!