Get Better Results with Direct Mail - Make the Call

The Benefits - Highlight the benefits of what your product or service will do for your prospective customer. Don't dwell only on the features of your mailing list offering. Focus on what your service or product can do for the customer: Double your sales performance; receive a 50 percent time savings; lose 10 pounds in 10 days. Try to quantify the benefits available to make them more concrete and credible.

If you have an important, valuable benefit, you may also want to use it in the headline with the offer. Lifetime Customer Value - Know what each new customer is worth. This usually boils down to understanding Lifetime Customer mailing list Value (LCV), or the actual profit (sales price less direct cost of goods sold) associated with each new sale. How often will a new customer purchase from you over the next two to three years. Multiplying these two numbers produces LCV.

This is the maximum amount you can afford to spend to acquire a new customer. Campaign Costs - Understand at the outset how mailing list much you need to invest in your campaign. Take the total cost of your mailing, including creative, printing, postage and labor, and divide that figure into the LCV. This will tell you how many sales you'll need to make in order to break-even on the campaign.