So the client calls back to finalize the count and unfortunately the cost on this ‘cross’ list is pretty expensive. That seems to be the biggest problem with direct mail is the cost on a test. Reason being is that direct mail gets a lot cheaper as you do more whereas for other mediums that compete for eyeballs (broadcast model) typically get more expensive or have a ‘holding point’ where additional media costs too much. Direct mail seems to be the opposite. This is why I believe direct mail will not go away any time soon. There is no competitive media for direct mail - whereas there are only so many tv and radio spots to put your offer in front of that compete with other media. This competition is what drives big search engines like google and other media stocks through the roof.

For example - I can mail to anyone anywhere no matter how targeted for under 30 cents a letter in bulk. TV, internet, and radio can’t do this - not even with targeted traffic. The problem with direct mail though is finding the right targeted traffic. Which brings us back to the project in the previous email… Is it too expensive to cross both lists together and retail the file for 18 cents per record or 180/M? I think so - why? Because the end user is going to pay double what they should for a list and it may spoil the quality and return on the first results which means the whole project is cancelled even if there is a 3 part mailer to be sent. Most advertisers will fold if the first mailer doesn’t explode with ROI out of the starting gate (all the more reason high ticket items do well with direct mail).