Highs and Lows

In one series of adverts that we wrote for a publisher we achieved 110 book sales on a mailing to 5000 schools. The books were priced at £25 each, and were copiable - meaning that each school only purchased one copy of each book.  Six books were advertised, all but one having been advertised to the same schools previously.  The total income was thus £2750, for an advert costing £439 as a one off mailing (£272 as an ST mailing).

With a promotion advertising a free pack of materials mailed to schools we have achieved response rates of around 20%.

On the other hand we have achieved much lower response rates - although sometimes this is counteracted by the cost of the item on sale.

Where shared mailing adverts have failed it is usually because they have not included an attention grabbing piece at the beginning, and instead have simply tried to announce that a product or service is available.  Generally speaking this does not work.