YOU MIGHT BE TEMPTED to send out postcards, and lots of them, when you do a direct mail campaign. After all, you can reach lots of people at a relatively low cost.
But this isn’t necessarily a good area to pinch pennies, says Jim Ackerman.
Ackerman has worked with jewelers who had huge success with sales letters sent to a more targeted audience. They cost more to send on a per-piece basis, but the payoff can be significant.
He knows one jeweler, on fact, who sent a mailing at a cost of $3.49 per piece — and turned a huge profit!
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