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Direct Mail Response Rates Mislead if You are Careless
By Alan Sharpe


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I could tell you that the average temperature in the world is 60 degrees Fahrenheit. But that fact wouldn?t keep you from getting sunstroke in Cairo. Or frostbite in Tuktoyaktuk. Averages tell you only so much.

Direct mail response rates only tell you part of what you need to know. They tell you the percentage of people on your list who responded. That?s it. They don?t tell you if you broke even. If you made a profit. Or if the sales people who followed up on the leads closed any sales.

Response rates are misleading if you read them incorrectly. For example, I recently wrote a fundraising package for a North American nonprofit. The letter, mailed to a list of 6,850 donors, generated 35 ggifts (responses). Run the numbers and that?s a response rate of half of one percent, a dismal result. But this number is misleading because my client (against my recommendation), mailed the letter to every donor in his database, including lapsed donors who had not made a donation for years.

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So I asked my client how many active donors he had in his database. Two hundred, he replied. That?s 200 active donors out of a list of 6,850 total donors. Run the numbers again, and you?ll see that my letter generated a 17.5% response rate when mailed to active donors, or, to put it another way, when mailed to a good list.

Another problem with response rates, validd as they are, is that you cannot use them for every industry. Take the Olympic Games. When a nation applies to the International Olympic Committee, requesting that the Olympic Games be held in their capital city, they need a 100% response rate to succeed. They need one ?client? to buy their proposal or their mailing has failed.

Takeaway Menu Printing
We have a kitchen drawer that is full of takeaway menus from the local curry houses, Chinese takeouts, pizza parlours and kebab shops in our area. Although we don`t eat takeaways that often every now and again we will have one as a treat. Due to this I tend to come over all sort of giddy when I get the takeaway menu in my hand. I must admit that some of the menus look much more appealing than others. It makes me wonder how much business is lost by certain takeaways if they don`t have professional Takeaway Menu Printing carried out. Some menus

Brochure Production
I am looking for a new company to take over our Brochure Production, the advertising agency we have been with for several years have closed down leaving us in a mess as they have always done our business cards, letterheads, website and obviously our brochure which we have updated every year. They charged us a good price so I am looking for agencies offering competitive prices to give me some quotes. On average we have seven thousand brochures produced per year however taking into consideration we have the design and content altered yearly so the company do need a design team. Our brochures are very important as we use them to promote our business, we like them to have a prestige, professional look because for most people the brochure is the first thing they receive, the first piece of information about the company and it is the first impression they get of us, so we do take the Brochure Production very seriously and we have to be one

For more information about this article and/or the author visit http://www.sharpecopy.com

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Analogue Engineer - Analogue Engineer
... want to hire the services of experienced consultants that specialise in certain fields. I say guessing but I actually know for sure that these kinds of sites exist. Customers that require industry professionals such as an analogue engineer can look online at a number of suitably qualified experts in this area that will be available. In fact, business to business directories have been established online and they regularly post details of professionals that are experts in all fields. Comprehensive databases are available to look at and on these databases the details of a chartered level analogue engineer are provided. Searching on the sites is an easy process as you can simply enter keyphrases such as ?analogue engineer ` and a list of suitable contenders are then shown on the screen. Alternatively, if the client ...
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Wheelchair Platform Lifts - Wheelchair Platform Lifts
...isabled or are in a wheelchair, then you will understand how frustrating it is to gain access to public buildings. Wheelchair access can quite often be hidden away, making your journey even longer to get where you want to go. If you are a business or organisation it is important that you observe the Disability Discrimination Act which makes it a legal requirement to reasonably give the disabled equal rights of access to or within your building. Providing adequate disabled access in an existing building is often a tricky problem. Innovative Wheelchair platform lifts with their folding stairs and electrical mechanisms can make a perfect solution. Wheelchair platform lifts take up less space than permanent wheelchair ramps and are placed in the same location as stairs. They can be operated by the disabled person themselves with the minimum fuss and maximum safety. The Wheelchai...
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Coordinate Measuring Machine - Coordinate Measuring Machine
...or dimensional measurement, angularity or orientational measurement, depth mapping, shaft measurement, and digitizing or imaging. A Coordinate measuring machine is basically mechanical equipment designed to control a measuring probe. This enables a user to determine the coordinates of points on the surface of a workplace....
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Thermography Printing - Thermography Printing
...r heads and stationary stand out from your competitors? Why not take advantage of the recent advances in technology and have your stationary printed using the new thermography printing techniques. The principles of thermography printing are extremely simple. Thermographic powder is applied to the surface of a printed sheet and the surplus is removed by suction, vibrating or shaking, with the powder adhering only to the wet ink. The method of excess powder removal is dependant on the model that your stationary is printed on. The printed and powdered sheet is placed face upwards on to a conveyor belt which carries it under the heater. thermography printing powder has the characteristic, when heated of swelling slightly and fusing to form a raised glossy surface very similar to that produced by embossing. The powder is itself colourless so the em...
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Expert Witness Directory - Expert Witness Directory
... really enjoy my job as the offices I work in are really luxurious and the team of solicitors I work for are really good fun. One of the many things I do during my working hours is to find expert witnesses from the expert witness directory to attend a trial when they are needed. Because of the type of work we do, the expert witness directory is the bible in the office and, although we have more than one copy of it, it seems that it is never where it should be. Last week I had a real row with another secretary from another team when I asked her for the expert witness directory and she told me she had no idea where it was. Imagine my annoyance when, after searching for it for fifteen minutes, I finally spotted it on her desk. Although we had a few words at the time, we have more than made up since ...
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Recruitment Consultancy Surrey - Recruitment Consultancy Surrey
...nk that with years of experience under your belt youâ??d be snapped up straight away. Sadly, this isnâ??t always the case and sometimes outside agencies might have to be used that can help you to secure your next placement. Contact recruitment agencies and they will pull out all of the stops to get you in the position that you most desire. This could be in human resources or a sales and marketing position that has plenty of potential for growth. One Surrey based consultancy is dedicated to their customers and will assist them at every step of the way. The recruitment consultancy surrey employs experienced consultants that know the industry like the back of their hand. Submit your details to the recruitment consultancy surrey and theyâ??ll give you an in-depth interview. During this intervi...
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Mobile Catering Units - Mobile Catering Units
...recently met a new boyfriend. I met him the other day and he seems really nice and genuine and I am so pleased for her. He told me that he had a business that hired out mobile catering units and, although initially, I did not think that this sounded very exciting as a job, when he began telling me who he hired out the mobile catering units to it suddenly seemed a lot more interesting. He was telling me that he had recently hired out mobile catering units to the television crew of a very popular series on tv at the moment. I was very impressed and asked if he ever got to meet the stars of shows like these. He told me that he had met lots of personalities but he was not pompous about it at all which only made me like him more. He was also saying that he was looking forward to providing the mobile catering units for a very prestigious classical music concert in the ...
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Corporate Sailing - Corporate Sailing
...hoices are limitless when it comes to corporate events and you can cater for your clients and keep them happy at a number of events. You might have heard a whisper that a few of your corporate chums like to take part in sailing events throughout the year. How pleased would they be if you provided them with corporate sailing for a day onboard a magnificent vessel? Motor yachts can be chartered to cater for corporate gatherings and short term rentals prove to be popular. Life onboard a 72ft yacht will be anything but boring as you and eleven other delegates soak up the sun and feel the salty spray upon your faces. Onboard these prime vessels there`s a host of luxury accommodation with both covered saloons and open air quarter decks being available. The tempting teak decks on the yachts provide you with a walkway so you can explore all parts of the yacht. Fine food and wine can ...
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Pr Surveys - Pr Surveys
... and the services that it offers them? How can you improve the services in the future unless you can establish what you are doing right and what you are doing wrong? A series of PR Surveys could put you in a clearer picture and let you make changes that will benefit your firm in the future. You might want certain feedback about a particular brand or want to use the PR Surveys to weigh up public opinion about your company in general. Fast and accurate data can be provided by a team of professionals in market research who can complete the PR Surveys in a wide range of time scales. It could be that you require the information rather quickly and if this is the case 24 hour surveys can be conducted that can guarantee 2000 respondents in such a short space of time. Time might not be of such an issue for you ...
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Ladies Scarves - Ladies Scarves
...mate it is difficult to inspire your employees, whilst also helping boost your company`s image, with out spending a fortune. What a lot of companies do not realize is that you can do both of these things with out paying expensive marketing companies. Why not invest in a corporate image, a uniform including such items as Ladies Scarvesand shirts and ties for the gentlemen. It has been proven that it can not only improve the image of your workplace to visitors and potential clients but can also improve morale in your staff as their work clothes are being provided ? saving them the expense of buying clothes to wear in the office. There is one bespoke Ladies Scarvesand ties supplier who can guarantee to give you exactly what you want. Supplying a tailor made service to meet each client`s individual requirements, this Ladies Scarvessupplier established a successful ...
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