Ideal days to send direct mailers

[couvsuds]

I recently started the first mailing of three (over a period of months) of a direct mail marketing campaign for the laundromat. I have a feeling I may have screwed up the first one. Not thinking about what day to send it, I had the printer send them out as soon as we finished. Turns out they landed in most mailboxes on Saturday.

Think that was a mistake, or does it matter which day the mailer lands in the mailbox?

[chad]

Rule #1 when doing this...

Do not be cheap and do a cheap job on the mailer it's self.... Make it nice professional that will attract someone to want to look at it. I spent an arm and leg and have 15k going out next week. I did 6*9 full color.

[Howard]

Typically the biggest day to do laundry is Sunday, so Saturday sounds pretty good to me.

[couvsuds]

Originally Posted by chad

Rule #1 when doing this...

Do not be cheap and do a cheap job on the mailer it's self.... Make it nice professional that will attract someone to want to look at it. I spent an arm and leg and have 15k going out next week. I did 6*9 full color.

Oh, I made sure and went full color on good card stock ... send 10K out in this batch, plan to send 10K out in two months, and another 10K out in September, all to the same households. Just want to repeatedly hammer home the message. We'll see if it works. But mostly, I was curious if certain days are better than others to send.

[apartment_guy]

Originally Posted by Howard

Typically the biggest day to do laundry is Sunday, so Saturday sounds pretty good to me.

I'm just playing the devil's advocate here.... but if Sunday is the biggest day is Sunday the day that you want attract additional business?

[chslaundry]

Oh, I made sure and went full color on good card stock ... send 10K out in this batch, plan to send 10K out in two months, and another 10K out in September, all to the same households.

yikes. if you feel like answering, what is the cost for 30K mailings? and what is the ideal conversion rate?

[couvsuds]

Originally Posted by chslaundry

Oh, I made sure and went full color on good card stock ... send 10K out in this batch, plan to send 10K out in two months, and another 10K out in September, all to the same households.

yikes. if you feel like answering, what is the cost for 30K mailings? and what is the ideal conversion rate?

It's in the neighborhood of $7500, but about $4400 of that is postage (14.4 cents per piece). As for conversion rate, who knows? If anyone tells you they know, they're probably full of it. A lot of it depends on the offer, the demographics, the mailer itself, etc. As most people know, laundromat marketing is trial and error. We'll see on this one.

[Howard]

Originally Posted by apartment_guy

I'm just playing the devil's advocate here.... but if Sunday is the biggest day is Sunday the day that you want attract additional business?

Well no but, if they are going to go on Sunday (I will not likely change that) I want them to come to my store rather than where ever they were previously going.

[chad]

Postage is the killer, 14.4 sounds way way way to cheap... its more in the .23-.28 area

[couvsuds]

Originally Posted by chad

Postage is the killer, 14.4 sounds way way way to cheap... its more in the .23-.28 area

14.4 cents is the rate for flats using everyday direct mail ... where you pick routes and the carrier delivers to every resident on his route.