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Since it's easier to get a lead than a sale, it seems logical that response rates would differ for lead-generating versus mail-order packages. Also, people will tell you that direct mail packages with a separate sales letter and reply card will outpull a self-mailer. For which format is the z percent rate being quoted as typical—the self-mailer or the full package?
A typical direct response rate does not exist, and it's a mistake to blindly set a z percent response as your target goal for every mailing. A better approach is to consider your first mailing effort on a particular product as the baseline. Doctors frequently do this with medical tests such as EKGs and mammograms. The first test or scan in a healthy patient determines the patient's norm or baseline condition. Variations in subsequent tests indicate an improvement or deterioration in health.
Another factor that varies the response rate is the product. Obviously, a product with broad appeal to your audience would generate a higher direct mail response rate than a product with limited appeal. And you will probably get more inquiries for a $z,000 product than a $z million product.
The mechanics are simple: You set up an e-mail address through your online service or your Internet Service Provider (ISP) and use it as one of the response paths in your direct marketing promotions. E-mail addresses used for marketing purposes are often labeled info@[e-mail box location] so that prospects and customers can respond electronically to a general post office box instead of an individual's e-mail address.
The downside, however, is that the e-mail response vehicle is relatively passive. Most e-mail boxes are just that—electronic repositories that have no greeting, no call to action, and no way to qualify the respondent. When prospects respond to an e-mail box, they have to know what information to leave and what to ask for. Although you will know which e-mail address the response came from, you will not know much else—including the source of the response (unless you set up an e-mail response path for a specific mailing or campaign).
A typical hard offer in lead generation is a check-off box on the business reply card or ad coupon that says, "Have a salesperson call me." By choosing this offer option, the prospect is saying, "I have sufficient interest in your product or service that I am willing to have your sales-person make a presentation to me or at least chat with me over the phone for a few minutes."
An e-mail address can be reached by virtually anyone with Internet access, because e-mail is still the most popular Internet application.
More about Business Leads . See also: Direct Marketing Post Cards and Direct Marketing .
Response Makers - Business Leads