Question

Topic: Research/Metrics

Any Data On Number Of Dm Touches To Max Response?

Posted by Anonymous on 11/3/2010 at 11:00 AM ET 25 Points
I work for a home services web site and we're about to launch a large-scale B2B direct mail lead generation awareness campaign targeting suppliers, contractors and manufacturers in that category. I need to find out exactly how many direct mail pieces is the AVERAGE nowadays to maximize awareness and results (when followed up with a live sales phone call). The goal is to make these small business people aware of our company and what we can do for them... and then when one of our in-house telemarketers reaches out to them, it's not a completely cold call. I can't seem to find any true numbers... is it that old magic 7 touchpoints before they know who we are? It seems that with SO much going on these days (they're getting hit with tons of direct mail, email, online, billboards, etc.) that maybe the number of touchpoints has increased? Also, what's the average cost for one of these campaigns? Are they postcards so they're cheap and you can make them frequent? Any insights would be great.

Thank you!

Kim
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RESPONSES

  • Posted on 11/3/2010 at 11:13 AM Accepted
    Hi Kim - While there are averages out there, they are just that - averages. Since your situation is unique (as is everyone's) these averages may set unrealistic expectations or can underestimate what it will take for your business. That said, I would visit the DMA's website - they have a lot of information, articles, etc that might be helpful:

    https://www.the-dma.org/index.php
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