Calculating the Costs
One challenge of direct mail is that it’s fairly expensive. Like trade shows, direct mail requires a huge, up-front investment. Therefore, you want to engage in direct mail only in scenarios where your ROMI will be very high.
In terms of ROMI, direct mail works best if you are selling (1) a very expensive product, such as a car or recreational boat, or (2) a product or service that will provide a significant annuity to your company over a long time, such as insurance or a credit card service. If you are selling a very inexpensive product (e.g., a one-time-purchase product for $10 each), direct mail may not be the best tactic for you to use.
You need to be able to justify the expense of using direct mail. The key reasons ...
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