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Our season usually runs from April 1- December 1, and I was thinking of starting a direct mail campaign during my time off. Has anyone had luck with this before? My streets will be targeted as I am expecting this to be more than pure canvasing...nonetheless how much success should I have with say 500 pieces. 5%...or 50 calls, and 25 jobs>>>>higher? lower?
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With direct mail, you're going to get a huge return in terms of sales generated from (any) customer you get. Mail 500 pieces and get just one customer who stays with you for several years = thousands in revenue.
Some thoughts ...
1. Plan on mailing to the same list 7 times in a row (monthly)
2. Expect 1% to 2% response
3. Of those who respond a close rate of maybe 20% to 30% a lot depends on your prices.
4. Continue mailing even after the season starts.
5. Within the mailing pick out (both) residential and commercial targets.
6. It's better to mail to 100 people 7 times ... than 700 people only one time.
7. With residential, time the mailing to arrive at destination on either a Friday or Saturday.
8. With commercial, time the mailing to arrive at destination on a Tuesday or Wednesday.
9. Mail out something to somebody every week no matter what month it is.
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