Internet leads vs. Direct Mail leads
As an Internet Lead Generator AND Direct Mail Marketer, I was intrigued by the article below putting the two against each other. I can't agree more.
Ultimately, I've always found that the challenge with the Internet is getting serious people to fill out lead forms. Not that there's not plenty of them - but the Internet is so shopper-friendly and it's so time-friendly that within minutes one can fill out 10 forms and ultimately become a very bad lead.
Direct Mail on the other hand is somewhat different. Ultimately, people responding to Direct Mail usually have a higher closing ratio. Why? Because it's likely they have read the mailer in its entirety and they've taken the time to pick up the phone and respond. Nothing beats an inbound call.
Now - playing Devil's Advocate - I'll say that the average direct mail lead likely costs around $50 per lead. The average Internet lead is 1/5 of the cost. In the end, one might find that quantity - and working 5 Internet leads - is better than working just one Direct Mail lead. In the end, it's all just a lead and the same $50 I find returns the same results. Bottom line - cost-for-cost - it's the same thing.
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Ultimately, I've always found that the challenge with the Internet is getting serious people to fill out lead forms. Not that there's not plenty of them - but the Internet is so shopper-friendly and it's so time-friendly that within minutes one can fill out 10 forms and ultimately become a very bad lead.
Direct Mail on the other hand is somewhat different. Ultimately, people responding to Direct Mail usually have a higher closing ratio. Why? Because it's likely they have read the mailer in its entirety and they've taken the time to pick up the phone and respond. Nothing beats an inbound call.
Now - playing Devil's Advocate - I'll say that the average direct mail lead likely costs around $50 per lead. The average Internet lead is 1/5 of the cost. In the end, one might find that quantity - and working 5 Internet leads - is better than working just one Direct Mail lead. In the end, it's all just a lead and the same $50 I find returns the same results. Bottom line - cost-for-cost - it's the same thing.
Back