What is your Avg Cost Per Lead? Direct Mail, PPC, Others...?

[Nathan Hartmann]

As I have built my KPI's response rate does not seem to be a very useful number, but rather some measure of a "Lead" rate and from that the measure of "Cost Per Lead" ie amount of money I have to spend to get a Lead seem to be far more useful and better able to compare between marketing types. The term "Lead" excludes any Opt-Out's and in general is someone I have spoken with and either set up an appointment or deemed worth putting on a follow-up sequence.

I now have enough quality data for the KPI's to start to mean something however I have no idea what is "normal". I have my own baselines that I can now improve off of, but am wondering what kind of "Cost Per Lead" data is out there.

Direct Mail Overall:

$61.39 per Lead

My Best Direct Mail List (a custom built Divorce list):

$48.09 per Lead

I am marketing in Houston and would appreciate input from any locals!