Germany resulting in massive destruction to German cities and civilian casualties.   The war was won but at a great cost to society.

In today’s military our aircraft conduct precision bombing to minimize civilian casualties and buildings.   We have the technology to do so.

marketing world the old style of spray & praymarketing is wasteful and unnecessary.   We can easily pinpoint our customers based on demographics and customizemarketing offers to fit their needs.  

Using a hypothetical case study of blasting out 25M direct mail postcards to a specified geographical area the costs might run something like this:

            Occupant list…..                                              $10 per M

            Printing a 4-color 5.5” x 8.5” postcard 4/4…    $84 per M

            Mail prep…..                                                   $30 per M

            Postage….                                                       $182 per M

            Total cost………                                             $306 per M x 25= $7650

tomers for a per customer acquisition cost of $121.43@.   Not a very good return in my opinion.

Now if we pull our targeted audience using targeted demographics to 7500 folks the costs might look like this:

            Mailing list…..              $40 per M

            Printing 4-color postcards…     $105 per M

            Mail prep….                            $35 per M

            Postage…                                $251 per M

            Total cost….                            $431 per M x 7.5=$3232.50

tomers.   The cost per new customer nets out at $26.94@.   That is a heck of lot cheaper than the spray and pray method.

My argument is to spend your

marketing dollars wisely and not waste money and paper sending to folks who have no interest in your products or services.LinkedIN

Tags: mail prep, mailing list, printing 4-color postcards