The response rate to a specific direct mail postcard will be in direct proportion to three things:

1.       The quality of the list. The best quality list (like Xmente’s) will be a combination of your house POS customer list and certified deliverable pool owner addresses in your trade area that are not on your list. To get the best results your mailings must reach every pool owner within your trade area. A prospect who doesn’t receive your message has no chance to respond. Advertising to unqualified individuals or those outside your trade area is a waste of time and money.

2.       The quality of the offer. The more compelling the offer, the higher the response in the form of driving traffic to your store. Don’t expect a 10% off promotion to generate exciting results on its own. And don’t blame direct mail. If you make the same offer say over the radio, the results will be much worse because you will reach far far fewer pool owners.  Rather learn to do what Leslie’s does, test and improve promotional offers while also receiving advertising value that builds awareness of your company.

3.       Timing of the campaign.  You want your message to show up when something happens in your prospect’s life that creates an interest in the products you are promoting. For example, pool openings and liner replacement. It is a significant disadvantage if pool owners receive your promotion two weeks after your competition. On the other hand, sending a store traffic driving promotion before the weather breaks will also have limited response.

So if you are unhappy with the results of a specific mailing it would be wise to look at these three items rather than quit based on an unfounded instinct. Success requires patience and continually adjusting offers, frequency and timing to get the best results. 

To receive a free pdf file of our White Paper: "The Six Most Important Facts about Direct Mail Marketing in the Pool Retail Industry," or to inquire about our services, contact Steve Carlyle: stevecarlyle@frontier.com