Response Rate? Or ROI? It’s really no contest…

What is a good Response Rate? How can I maximize my Return On Investment? Before launching a marketing campaign, many business owners struggle with these questions. There are no easy answers to these questions. The bottom line is that when it comes to how many postcards to send out, quantity matters. When it comes to response rate though, quality counts.

There isn’t a magic number for a successful response rate, and a good ROI is not necessarily about getting a massive response.  Marketing is a complex process, but direct mail is a time-tested and proven method of getting results. When you understand the process of postcard marketing, you will know that when you get responses, they will be the best quality and lead to more sales.

• Imagine a business owners invests in a marketing campaign that uses marketing gimmicks to attract responses. He gets 1,000 responses, but they are only semi-interested. Only a handful actually decide to give him their business.

• Now imagine the same business owner uses a well crafted postcard marketing campaign. He gets 50 responses that are calling because the postcards they received were designed to build trust in his company and told them how his company could benefit them. He closes 10 of these prospects, because the quality of the marketing produced a more organic response.

The takeaway:  it’s not all about the response rate. This concept directly relates to ROI. You could spend $1000 on a postcard marketing campaign and only gain two new clients, but those clients are bringing in $10,000 of revenue. Even a small response can make the investment more than worth it.

Leave a Reply