Anyone ever have a zero response?
Posted in the Direct Mail Forum
#1 Nov 12, 2010
I did my research and thought I was embarking on a very profitable direct mail campaign. But now I'm not so sure what's going on and I can't get straight answers from anyone.
I have a small local magazine I print monthly and sent out a direct mail to solicit new advertisers. The postcard was 6x11 printed in full color and sent to 1,500 businesses.
I went out for a month prior to mailing and "softened" up the area by meeting business owners, handing them business cards, and leaving media kits. I went to well over 200 businesses in a month and met with owners. I then purchased a highly targeted list of that area. I pulled the SIC codes for the businesses I was targeting and generated the list from that.
The mailing dropped on October 25th and today is November 12th. I have not had a single phone call, no visitors to my website (I have analytics installed for tracking), and no emails. Zero response.
Has anyone else ever had a zero response to a mailer that was planned and executed in this manner? I also haven't had any returned.
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