According to the Direct Marketing Association (DMA) 2010 Annual Report, direct mail has a response rate of just 3.42% per house list and 1.36% per prospect list.
While individual rates will vary, in general, I do not recommend investing in direct mail. However, some dentists may find success with this medium. If you are committed to trying direct mail, here is what you need to do to have a prayer at finding success.
- You need an accurate list focused on your target demographic.
- You must be able to measure your results.
- You must commit to mailing your campaign approximately 27 times to the same list. To keep math simple, I recommend mailing your advertisement twice a month for twelve months.
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