What are your Direct Mail KPI's?

[Thomas Garnett]

I have been working with a direct mail company to try to formulate a plan for marketing to sellers. I asked what their KPI's look like, specifically cost per lead. They are currently sending out 250-300 letters to generate one appointment. Assuming it takes you 10 appointments to get a deal, they are stating a cost per deal of ~$4,000-$6,000. This seems very high to me. I am curious what kinds of KPI's your direct mail campaigns are generating.