1. Why use direct mail versus other types of advertising? Direct mail is flexible - you can create your message in a number of unique and eye-catching ways. It is precise in that you can specifically target the people who receive your offer. It is also measurable in that you know exactly who responded as a result of your mailing. Other media may blanket a larger non-specific audience, but Direct Mail is like thousands of individual, one-on-one sales calls.

2. What formats are available? Postcards from 3.5"x 5" to 8.5"x 11", even postcards shaped like people or dogs or cars can be mailed cost effectively. Folded and tabbed self-mailers in either black and white or color. Variable data letters which contain personalized information about your recipients will make it seem like the piece was created just for them. Your product or service and your reason for mailing will determine the most effective format.

3. Which format will be most effective for me? It all depends on your specific goals. This is where engaging our design professionals really pays off. Remember, the effectiveness of a Direct Mail campaign depends on a combination of factors:

40% depends on how well you target your audience - your mailing list

40% depends on your offer - does it inspire the recipient to take some action that results in what you want

20% depends on the creative - was the piece eye catching enough to get the recipient's attention rather than toss it in the trash

4. What kind of response will I get? It all depends on what you're trying to do and how you do it. If you have a more generic product or service, you'll want to do a more generic blanket mailing. These campaigns are generally larger and less expensive per piece and expect response rates of 1% to 2%. If you have a highly specialized product or service, you'll want to create a very targeted campaign with a very specific offer. Campaigns such as this generally smaller and more expensive, but get response rates upwards to 15%.

5. What will it cost? A successful direct mail campaign is designed to get the most effective response from the available budget. This is another example of where engaging our design professionals will really pay off. As a rule of thumb, pricing can range from about $0.30 per piece for a more "generic" campaign, to $0.80 per piece for a highly targeted campaign.

6. What about postage? Letters weighing less than 3.3 ounces (including postcards up to 6.125"x11.5") can mail Presorted Standard (bulk mail) rate for anywhere between $0.14 to $0.26, depending upon the mailing list, as long as there are at least 200 pieces or more. The amount of postage discount depends on the amount of "saturation" and where the mailing enters the USPS system. Presorted First Class Mail has a minimum of 500 pieces, and rates range between $0.33 to $0.40 per piece.

7. If the mailing list is so important, how do I buy one? First of all, you can't buy lists, you can only rent them. Lists can be rented for single use, multiple uses or, sometimes, unlimited use for a year. This isn't as bad as it seems. About 16% of the population moves each year, and databases are constantly being updated. Also, a large number of new addresses are created each month. In order to maximize your mailing campaign, you will want to have the most up to date information available.

8. How do I rent the "right" list for me? Lists are can be ordered based upon almost any criteria you can think of. If you're looking for single male golfers, who use credit cards, make over $100,000 per year and live in a house worth more than $500,000 - you can get that list. If you're looking for married couples who have children under 12, rent their home and have a household income between $50,000 and $75,000 per year - you can get that list. Or, you can get a list of every Ford owner in Orange County, or a list of people in Chicago that have asthma. But beware, the more specific the list the higher the cost. Lists can range from $0.02 per record to well over $2.00 depending on the criteria.

9. How do I get started?
First - Define Your Goals: Are you holding a grand opening or looking to bring more customers into your business? Do you want to announce a private sale for your best customers or generate sales leads for your sales force? How many responses are you looking to receive?
Second - Establish A Budget: Decide how much you are comfortable spending? If a typical customer spends $50 per visit, and you're looking for 100 new customers, then you will need to think about a maximum of $5,000 for a 10,000 piece mailing. Remember, you can count on repeat visits and personal referrals from satisfied customers and anything above breaking even is gravy.
Third - Call MAILTROPOLIS! To help guide you through the rest of the process.