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Marketing Post Cards - Facts:

The answer is simple: Even though the 50,000-piece mailing generated more responses, the 20,000-piece mailing generated more leads, and these leads had a higher propensity to buy, so the sales channel was able to close 15 per-cent of them versus 10 percent for the larger mailing quantity.

 

However, we have used the same qualified lead rate for both programs A and B. With an additional $13,500, or a 22 percent increase in the total budget, Joan improved the ROI of the lead generation program from 2.5:1 to 3.7:1, simply by enhancing traditional direct mail with the Internet! How can you move toward true electronic lead capture and qualification over the Internet—integrating that information with your marketing database? Generating and Qualifying Leads with the Internet. How can the Internet enhance the relationships you have with marketing and channel partners—so that they, too, benefit from your lead generation activities?

How can the Internet help you strengthen the relationship between your marketing and sales organizations—so you receive the feedback you need to know how well your lead generation and qualification programs are working? How can the Internet become a feedback mechanism for prospects—so you can continuously requalify them and know where they stand in the qualification process? If you "follow the rules" of outbound e-mailing, this aspect of Internet marketing can have a substantial positive impact on your existing lead generation and qualification program. But there are rules. E-mail began as the primary method for one-to-one electronic communication—similar to a personal, private letter—but there are some distinct differences: E-mail is delivered directly to a user's mailbox. It contributes to "filling" that mailbox and always stays there, unless it is deleted or opened by the recipient. In that respect, it is more intrusive than direct mail, which can easily discarded. As clients, businesses would review and approve (usually after several attempts) the concepts before they were ever released to the public eye.

 

The cost to manufacture and ship the product is $15 per unit. Therefore, the profit is $149 minus $15, or $134 per unit sold.

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