Q1: What can affect the response rate of my direct mail packages?

A1: It's hard to overstate the point that just about everything can affect your rate of response: the mailing list, the format and creative execution, the specific offer, the degree of personalization and so forth. All that we can promise is that with Get Quality Patients, you will always get the very best of all those things working in concert to assure you the best possible results for a cost that more than justifies itself.

Q2: How can the success of my direct mail campaign be measured?

A2: That truly depends on what you want your direct mail campaign to do for you. Try asking yourself some questions. Are you looking for cost-per-visit that provides a certain profit margin? Are you trying to build a larger patient base? Are you attempting to create long-term patient loyalty? Do you want to generate requests for information at a certain cost-per-inquiry? Are you willing to settle for a break-even response rate if it means garnering a list of qualified names that you can continue to sell to in the future? In other words, the measure of your success is in the definition of your goals.

Q3: After I send out a mailing, how long should it take for responses to start coming in? And when can I be reasonably certain that the direct responses have run their course?

A3: Response time will depend on whether you mailed First-Class or Standard Mail. First-Class packages reach their destinations faster, so they naturally spur the response cycle sooner. If you chart your responses against time elapsed, you will usually see the classic "bell-shaped" curve well known to statisticians.

Q4: Can seasonality and timing affect the response rate of my mailing?

A4: Even in dental marketing, seasonality can effect response rates in some cases. Certain packages, such as those containing a specific seasonal message have obvious correlatives. But even more generic offers can show improved performance if mailed at certain times of the year, or in some cases, at specific times of the month. To begin with, you can use your existing sales patterns as a barometer of when to mail. You can also factor in the timing of your competition's mailings.

The good news is that direct mail provides an opportunity to do some modest experimentation for a modest cost. This can provide you with valuable guidance in judging these things for achieving even better results over time. That's why we recommend that you send out test mailings at different times to track seasonal rises and dips for your overall practice and for specific services. If you have a package that seems promising from a creative standpoint but fails to perform as hoped, by all means consider trying it again during a different time period, possibly with a few minor adjustments. With direct mail, the fine-tuning and testing process is perpetual.