products, when used in conjunction with a sales letter or as incentive to
respond, can make a significant difference in direct mail response rates. The
use of promotional products can also significantly improve a business'
effectiveness in converting leads to sales appointments. The following are
findings from a 1992 direct mail study by Silver Marketing Group.
- Adding a promotional product to a mail promotion increased the response
rate by 50%.
- The use of a promotional products as an incentive to respond generated
four times as many responses as a sales letter alone.
- The use of a promotional product as an incentive to respond reduced the
cost per response by two-thirds.
The study was conducted in 1992 with 1,482 businesses divided into three
groups. Each group received either a personalized sales letter, a sales letter
plus a promotional product or a sales letter with the offer of a promotional
REAL WORLD SUCCESS STORY
To update an existing
mailing list and announce a new Technical Information Service.
Strategy and Execution:
The 3-stage direct mail campaign was targeted to 700
electronic design engineers. In the first stage a stress balloon was sent with
the message, "Quietly Going About Your Business". The theme was selected
because the company's EMI filters make business products quieter. Phase two of
the promotion was a catalog with a bounce back card asking for additional
information that would be used to update Murata's mailing list. In phase three
of the promotion, respondents received a three-ring binder to hold future
literature and another forthcoming catalog.
Murata reported 600
of the 700 targeted engineers responded.