| Material Development: |
|
|
Material costs will vary significantly depending on whether you're sending
postcards or product brochures and catalogs. Don't forget to
including the cost of design, copy, graphics and photography, printing,
inserts, and the list. Figure a week for design and copywriting at
a rate of $85. A typical response rate for a mailing is 1.5%.
So to get an amount of inquiries that would rival in-house lead
generation, you need a mailing of 80,000 records. A list of that size
for mailing will cost about $0.10 per record. |
|
|
|
|
| Management: |
|
|
Include the time/cost of planning and managing the mailing. Allow
some time to clean and organize your database. |
|
|
|
|
| Mailing Cost: |
|
|
Be sure to include folding, stuffing, and sealing in addition to
postage. |
|
|
|
|
| Follow-up: |
|
|
We allocate about 15 minutes of our sales rep's time per lead to make a
phone call and forward a letter and brochure. On an 80,000 piece
mailing, expect a response rate of around 1.5%, or 1,200 businesses. Don't forget the
sales material and telephone expenses. |