PressReady MarketingWho else wants a 7:1 ROI, right out of the gate?
John Hayes shares details of his first mailing.
“How I Achieved Immediate Profits and a 7:1 Return On Investment With My First PressReady Marketing Postcard Campaign.
You Can Do It In Your Business Too.”
A letter from John Hayes, Hurricane Print, Waterford, Ireland
Hi Colin,
I thought you might like to know how our first PressReady Marketing 'postcard' mailing went. The reason I decided to subscribe to your service was because I'm a huge believer in keeping in touch with existing and potential customers on a regular basis. It seems to me that it’s so costly and time consuming to get a client in the first place, it’s a great shame and waste not to maximise the value afterwards. The other thing of course is that you don't want to be contacting them all the time 'trying to sell' them stuff. That only annoys them. In my view, you have to build a relationship with them. If you can do that, then the sales will follow.
My frustration is although I really believe in the process; it's so difficult to actually implement it. It's like you’re so stuck 'in' your business dealing with all of the daily pressures that you can't work 'on' the business. The other thing I found was that most of the time you deal with the clients that have just ordered, but it's easy to forget past clients. So, I was looking for a way I could organise a system of follow up which wouldn't take a lot of time on my part, but that would help me build that critical relationship with my clients. That's exactly what your system allows me to do. I mean, the most difficult part was collecting the contact names and addresses so we could post our first mailing.
I mailed out a hundred cards altogether just to see what kind of reaction we would get. Within days we had a response. We included an offer on 1,000 business cards and set the deadline at the 31st of January. Today as I write it's the 19th of January and here are the results so far in Dollars (We have the Euro over here of course):
Orders so far were as follows:
- 2 separate orders of 1,000 A4 Letterheads printed full colour
- 3 x (special offer) sets of 1,000 Business Cards
- 2 separate orders of 1,000 full colour flyers
- Total order value to date = $1,819.10
Total cost of mailing 100 postcards including your design, printing and postage = $247.33
A 7% response, but the more important number is the return on investment.
$247.33 total cost against $1,819.10 in sales.
As you can imagine, we are delighted with the results 'so far'. It isn't even the end of the month yet. I've also had some really strong enquiries from other clients that received the postcard plus a couple of referrals, but I'm not even going to include these in the figures. It will be interesting to see what the final results will be. An extra important benefit of course is that all of our existing clients have had contact from us in order to 'remind them we're still here'.
We also got some great feedback about the quality of the design work on the cards, so thanks very much for that. All we have to concentrate on now is 'let’s get more clients to mail to'. Hurry up and send us the next month’s postcard to mail.
Yours sincerely
John Hayes
Hurricane Print
Ireland
P.S. Colin, please now consider us a ‘long term ongoing client’ of PressReady Marketing.
