Direct mail may consist of a letter, postcard, brochure, or other marketing piece.  

Direct mail campaigns average a 1 – 2% response rate, but that statistic can increase through thoughtful targeting, messaging, and design. Studies indicate that repeated exposure to your message, usually up to three times, increases response rate. Follow up by phone one to three business days after your mailer has been received.

What are you willing to spend to acquire a new customer? When determining the budget for a direct mail campaign, consider the lifetime value a new client has to your business.  Estimate the amount of revenue you want to achieve, your expected response rate, and determine how many items you need to mail to achieve your goals. 

You might be tempted to send fewer items to keep the total cost lower, but the unit cost of a campaign, including printing, postage, and promotional items, usually decreases when larger quantities of direct mail are sent.  Plus, the more direct mail you send out, the greater the number of responses you will receive.