Lifetime Customer Value The lifetime customer value is the total amount of value the customer spends with your business minus the amount of money (customer acquisition cost) that it took to get the customer. Every customer has a lifetime value and for your marketing to be profitable you need to know and understand it. For example suppose you own a restaurant, a customer brings there family in because of a direct mail coupon you sent out. The cost of that customer is the total amount spent on the campaign divided by the amount of redeemed coupons. Suppose the coupon mailer[...]
Today I want to talk about the costs associated with a direct mail campaign. There are essentially four different cost factors in your campaign that you need to consider. Printing, design, the mailing list (if your doing a targeted mailing), and the postage. There are hundreds of direct mail vendors out there, how do you know your getting the best deal. The cheapest is not necessarily going to be the best. Remember if your campaign flops it doesn’t matter how much you saved it’s still a loss. The industry standard for postcards is 14pt gloss card stock, you want your[...]
A super targeted effective postcard campaign can land you thousands of eager prospects, but not if the design causes your potential prospects to file it straight in the trash. Here are some tips to help your next postcard campaign achieve the best results possible. A picture is worth a thousand words, well this is especially true for print marketing. Your postcard has to compete with every other piece of mail in the box, we have to do whatever we can to make it stand out and capture the readers attention. The more effort you put into your postcard design, the[...]
Mailing Lists Whom you send your advertising to is just as important as what you send them A mailing list is simply put a collection of addresses and recipients that you want to target with your marketing. The purpose of any direct mail campaign is to target a list of prospective individuals that qualify for your offer. postcard marketing allows you to directly target large and small groups of prospects alike. Depending on the type of mailing your looking at there are several demographics that can come into play such as, age, zip code, income level, gender and even political[...]
What is a referral system? A referral system is a strategy you put in place to get your current customers to recommend your product or service to others. Creating a referral system can be time consuming but is generally free minus the time you spend creating it. Once created this system can generate you an endless stream of business for years to come with little effort on your part. Step 1) You must have a high-quality product or service, if not you will only incur headache after headache with displeased customers. Step 2) You must have excellent customer service. So[...]
Why Direct Mail Is the Ultimate Form of Marketing By T.J. Rohleder Direct mail — what non-marketers usually call “junk mail” — can make you rich beyond your wildest dreams. For some of us, that means making $100,000 a year; for others, it means making $100,000 a month… or even a day. But however much money you want to make, direct mail is the best way to do it. I’m living proof, because that’s how I’ve built my companies and made most of my fortune. Direct mail marketing is the ultimate form of salesmanship. I’ll admit that it[...]