The Dollars & Sense of Direct Mail Advertising for Publishers

June 1999
by Alex Stevenson, Cattails Publishing

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Direct mail advertising has certain distinct advantages over other forms of advertising. You can pinpoint your target markets with precision. You can get personal and intimate with your potential customer, relating the benefits of your products in a friendly, relaxed and conversational atmosphere. And you can control every aspect of the advertising effort, from designing the copy and layout to choosing when you want the mailing to be received. But in the world of profitability, only dollars make sense, and there are times when using direct mail advertising to generate dollars makes no sense at all.Let’s take a look at the actual cost of a direct mailing to 10,000 carefully culled, precisely targeted prospects. At the minimum, you will need:


Basic Costs for Our 10,000-Prospect Direct Mailing

A Rented Mailing List of 10,000 Names$ 65010,000 Unprinted #10 Envelopes90A Return Address Rubber Stamp2010,000 8 1/2 x 11 Cover/Sales Letters printed black one side26510,000 8 1/2 x 11 Four-Color Flyers printed one side550Bulk Rate Postage ($2.35 each)2,350 Total Minimum Cost$3,925Additional costs will include a postage meter and a bulk mailing license, four-color film separations, wages for envelope stuffers, and the beauty costs associated with designing a better mailing package such as purchasing preprinted envelopes, hiring graphic designers, etc. But for the purposes of this article, let’s assume that you can have it all for just $3,925. At roughly 39› per potential cus…IBPA Members – Click here to view the full article (login required).

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