Mailer in S. California

O

opass

New member
Folks,



I sent 800 pieces of very high quality mailer (2 folds) to homes where worth at least over $1 million. Only 3 calls back. I am thinking to get about 1.5%+ instead of this 0.375% calls back . The weather's over here wasn't that bad. Was it bad time to send mailer out? Am I expecting the number too high, 1.5%? I still have 14,000 pieces in the boxes. I like to hear your mailing experience and input before the next round.
 
1st lets look at your advertising two fold. Did you have a call to action? Catchy phrase? Who designed the two fold, Graphics Person, Marketing Professional or you. How long has it been since you mailed and received phone calls?
 
Where did you get the list, and how was this home value criteria derived? As you well know, home values here in SoCal have skyrocketed lately, meaning my 40 year old house with barely 1800sq ft of living space is worth right around $700k (still boggles my mind). Looking at most of the cars in my neighborhood I doubt too many, if any, of these folks would ever consider paying good money for a truely outstanding detailing.



You might want to look at zip code selects instead of just home value. A lot of folks are finding themselves in homes that they could not afford to buy today if they had to do it all ovar again. If you go with newer developments, determined through zip code select, you might get better results.



If you feel the area you mailed to really is what you're looking for, then I'd suggest mailing to the same people again in a couple months. There are plenty of case studies showing that you need to "touch" a prospect several times before enticing them to buy.



Of all the components that go into making a direct response piece, they usually follow this hierarchy:



1. Data - your list

2. Offer - how easy is it to dismiss/how hard to resist?

3. Copy/Creative - your words and pictures



There are exceptions to every rule of course, but I sell milions of pieces of direct mail every month to various clients, and we in the direct response biz have a pretty good idea what works and what doesn't.



Most of the time :chuckle:
 
You must log in or register to reply here.
Back
Top