by Bob Bly
This article appears courtesy of Bob Bly Direct Response Letter - www.bly.com
According to the U.S. Postal Service, 52% of consumers purchase
products advertised in the mail.
Unfortunately, that also means that a whopping 48% of consumers –
nearly half the U.S. population – never buy through the mail!
So if you compile a list of prospects, as so many marketers do,
the statistical probability is that half of the people on the
list never buy through the mail – and therefore won’t respond to
direct mail packages which ask for an order.
The solution: When doing mail order selling, ask your broker to
recommend only “response lists” reaching your target market.
A “response list” is a list of mail order customers … people who
have purchased products through direct response.
Just using a response list means you have eliminated the half of
Americans who do not purchase through the mail from your mailing
list, which should effectively – at a minimum – double your
response vs. compiled lists.
Thanks Bob!
