Great thread, here is a mix of my experience along with that of national survey results…
"A recent study by Vertis Communications in Baltimore found that 46% of adults responded to direct mail. 72% of adults said they have replied to direct mail pieces that contained a â€œbuy one, get one freeâ€ offer. This means direct mail pieces that include an irresistible offer will get results. Also, it indicates that the word â€œfreeâ€ is more appealing to people than a discount. The study found that 63% of people have responded to direct mail that offered a percentage discount on a purchase. This also indicates that you should include an offer in many, if not all, of your direct marketing pieces.
57% of women age 35-64 want companies that theyâ€™ve indicated interest in to follow up with direct mail pieces that are personalized for their needs. 38% of men age 35-49 prefer generic direct mail pieces when theyâ€™ve indicated interest.
85% of women age 25-44 read direct mail pieces. If youâ€™re sending direct mail to households, itâ€™s best to address them to the woman living there. Youâ€™ll have a better chance of your piece being read, and sheâ€™ll probably relay your message to her husband or others in the household after reading your piece."
My Experience Working w/ Hundreds of Pizza Shop Clients:
In general, direct mail marketing delivers a 0.5% to 3% response, which is considered a good response ratio across the board (medical, automotive, insurance, etc).
The common response rate for the pizza restaurants I work with (for what it’s worth) is 5% to 15% (this is for 11x17 Menu Mailers w/ coupons). My philosophy, people love pizza, eat it every week, and all you have to do is give them a reason to call.
Here’s some more info regarding “when to send” mailers…
-Never send direct mail from June 15-August 15. In the US summer vacations make this period a “dead zone”.
-Fall: Best from 8/31-11/15 (school start to one week before Thanksgiving)
-Winter: 1/15-3/15 Excellent
-Spring: 3/15-5/1 Excellent
-Summer: 5/1-6/15 Excellent
These are the generally accepted best date ranges to mail. Luckily for pizza shops, direct mail year round is valued by customers and the “dead zones” are not nearly as important.
For more information or to target the # of homes, apartments, and businesses in your area you can visit the link below and enter your Zip Code (scroll down page). Hope this helps!