When should I cut a mailing list from a direct mail campaign?

Question

I've started a mailing campaign with two separate mailing lists. So far I've got the following results. The number of mailings include 1st and 2nd mailings. I'm planning to send out 3rd, 4th and 5th follow ups.

List A- 908 hand addressed envelopes= 9 calls ( .99% return) 2 closed deals (.22% return with a 30k + profit possibility)

List B- 623 hand addressed envelopes= no call and no closed deals thus far. Only one call to take off mailing list.

I'm considering stopping the mailing campaign to List B but it might still be premature. And/or I can increase List A although there is a limited number of addresses to mail to when the intention is to close more 15 deals in the next 6 months.

What is the number of minimum mailings to heavily consider canceling a campaign?

Ray Lai · Answer

@Jorge Rodriguez

If you stop, you're flushing marketing dollars down the drain after only 2 mailings. A lot of responses will come after 4+ mailings. DM is about the right message, arriving at the right time. It takes time to build up your company image and also the timing has to be right and arrive when the seller is actually motivated to sell.

Since you didn't mention anything about what type of mailings lists those are, you could be mailing to bad addresses but with so little information, can't make the call. Hope you used first class postcard first and harvested the bad addresses to skiptrace and stop mailing to those.

Sean Carroll · Answer

g@Jorge Rodriguez get selective about which properties you really want, then mail the list 7 or more times

George Rodriguez · Answer

@Adrien S. Sure we can discuss. I'll message you.

@Sean Carroll I've only done 91 as a second mailing of the total of 623 for List B.

Sean Carroll · Answer

@Jorge Rodriguez how many times have you sent list B

Adrien C. · Answer

Are you able to share what those list are because the call back rate will vary between your audience. Depending on who list A is, 1% could be good or it could be bad. But at the end of the day, you closed 2 so it's a profitable list.

I might mail list B one more time. But again, it's hard to say anything without know who you are mailing to. In both cases, what you mail affects call backs too. Do you have a strong call to action or are you taking a passive approach? Is your letter just like the other 12 investors mailing this list?

If you're trying to protect your lists from local competitors, feel free to message me or call for a deeper insight.