Determinining the True Return on Investment for Marketing Efforts..

Marketing is going through a renaissance, with practices maximizing their online spending for an internet presence, website, SEO, mobile applications, Facebook, linked in, twitter, email, texting, blogging. Although internet is a needed strategy in your marketing plan, I was left reflecting on past tried and true methods that worked in the past and to research where they fit into to North American dental practices.

The findings are very interesting and prove that, although direct mail is down 25%, it still reaps a return on investment that shouldn’t be forgotten.
This caused me to inquire with my dental networks about a unique offering company for dental that had the results of modern day direct mail that matched the response rates of the marketing experts. . I found a company named Viva (www.vivacards.com) who had impressive response direct mail rates of 3.4% (2% is average response rate for mail)and an impressive text activation rate of 22.28% with net acquisition cost of $40-$60 per new patient.

See the expert research below confirming that direct mail is alive and well as a viable choice for finding new patients while adapting to the generations and showing valid results.

73% of U.S. consumers and 67% of Canadian consumers said they prefer direct mail for brand communications because they can read the information at their convenience.
62% of Americans and 63% of Canadians said they enjoy checking the mailbox for postal mail (http://www.epsilon.com/channelpreference2012)
Over 80% of homes the person in the household responsible for collecting and sorting mail will collect the mail at their first opportunity. And, once the mail is brought into the home, 80% will sort the mail immediately while 18% will sort it later that day –USPS 2012 Mail Moment Study
59% of U.S. respondents and 65% of Canadian respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products” –Epsilon’s 2012 Channel Preference Study
Direct mail has decreased by 25% however when done properly with focused effort and a call to action request it can yield a response rate of 4.4% compared to online ad’s at .12%. (Direct Marketing Association founded in 1917 and serving over 3600 companies worldwide).
In summary, direct mail has a response rate of up to 10 to 30 times that of email and still must be a staple in our marketing plan…

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