There are those individuals who believe that direct mail doesn’t work anymore, but our Associates’ numbers tell another story!
Based on our practices’ data, the average cost-per-call is $247 and the cost-per-appointment is $442. Over the past year, direct mail generated an average of 40 percent ROI for our Associates.
In fact, when it is executed properly, direct mail is still one of the top opportunity drivers for our practices! When the CQ Marketing team develops direct mail strategies for our Associates, we incorporate the following components:
Surprisingly enough, there are numerous direct mail vendors that specialize in the hearing industry. We recommend only working with these companies because they understand the market and how to speak to the target audience. All their pieces have been tested and proven to drive results and they will supply the distribution list at no additional cost. Contact us for CQ’s preferred vendor list and pricing.
Our general rule of thumb is to allocate about 45 percent of your total marketing spend towards direct mail. Every practice has their own objectives and goals that may require increasing or decreasing that percentage amount. It is up to the practice owner to decide what he/she is comfortable spending and how much they are already investing in other marketing efforts. All of this information helps us determine what funds are available to put towards direct mail.
This is a key attribute of the direct mail strategy. If you aren’t reaching the right people in the appropriate zip codes, then it defeats the purpose.
Here are the factors that you should consider:
- Age — Typically between the ages of 62-65, depending on how many residents it pulls.
- Income — We suggest adding a household income filter of $30K. If you need more residents to target, you can eliminate that filter, but we don’t recommend increasing it. Keep in mind that most of these individuals are retired and don’t have as much disposable income.
- Zip Codes — We recommend looking at your database and identifying in which zip codes your current patients live. If individuals in certain zip codes are already visiting and purchasing from the practice, others are likely to do so. Once the targeted zip codes have been identified, send them to the direct mail vendor of choice to confirm how many residents they can mail to in those areas.
Note: CQ Partners offers free territory analysis reports that identify all your surrounding zip codes in a certain mile radius (varies by practice) and where your competitors are in relation.
Now that you have an idea on the budget and who the target audience is, the next step is figuring out how to reach them. When it comes to a successful direct mail campaign, frequency and consistency are crucial. It is best to divide your total audience into groups and rotate them every mailer. Once you’ve reached everyone on your list, continue that rotation until you have sent a direct mailer to your total audience 3–4 times over a 12-month period. You don’t want to inundate them with direct mail, but you need to reach them more than once to make it impactful.
Another key factor is how many pieces you send out with each direct mailer. While direct mail can be successful, the response rates are relatively low (.25 – .5 percent). We recommend sending out 5,000 – 7,500 pieces for each direct mailer (per location) to drive the necessary amount of opportunities to make it worth the investment. If you think you need to send more than that, you may want to divide it up further so there is a steady flow of traffic to the practice on a consistent basis.
If you are curious as to what results you should expect, check out CQ’s direct mail response rate calculator. It will tell you how many calls and appointments you should receive and the gross revenue that you should generate.
We rely on our preferred direct mail vendors to determine what messages are the most successful and what resonates the best with our audience. Those vendors will customize each message for the specific practice (i.e., logo, contact information, offer, etc.) and we do not recommend interfering with the overall message. When you change the content, it could skew the results. We also recommend incorporating an offer that will entice individuals to come in. Many practices offer a free hearing screening, but that may not be enough of an incentive to get patients to your office.
6. Call Tracking
If you want to know if your direct mail campaign is successful, you must have a call tracking number on it! Even if you have the best front office staff, it doesn’t hurt to have a documented report that captures all the calls that came in. You can purchase your own call tracking number through one of CQ’s preferred call tracking vendors or your direct mail company may provide one to you.
There is a lot of strategic thinking that goes into a direct mail campaign, which is why the CQ Marketing team is here to help! We will work with you to determine the best strategy and if it is driving the necessary traffic and ROI.
For more information about how to optimize your direct mail campaign, click here. You can also calculate your marketing ROI with our new Marketing Calculator.