Successful Direct Mail Campaigns

Most people assume direct mail is obsolete, drowned out by the constant barrage of Facebook updates, tweets and notifications. But for accountants like Bill Conner, direct mail is a powerful, underappreciated strategy — when you know how to use the numbers.

“The Numbers Tell a Story”

Bill Conner, a local tax accountant, is determined to grow his practice from 300 to 500 or even 600 clients a year. “It’s remarkable how, when you understand the numbers, they tell a story,” Conner says, leaning over his desk with a grin. “Most people, if they’ve never done a direct mail campaign, will do it wrong.”

It takes an analytical mind to appreciate the power of numbers in direct mail. While social media seems to out-shout a letter in the mailbox, direct mail still has unique advantages: No ad blockers, no spam filters and virtually no barrier to the recipient. It’s almost guaranteed to be seen — and if done right, it generates results.

The Right Timing

Conner figures the best time to reach potential clients is just as they’re thinking about tax preparation, not during summer or the holidays. He chooses his “drop date” for the third week in January, aiming for his mailers to arrive alongside W-2s in his target market’s mailboxes.

Defining the Audience

Studies show most accounting clients come from a 3.5-mile radius of the office. Conner uses zip code maps to pick the five zip codes closest to his practice. He searches online for reputable list brokers, talking to several who offer lists of varying reliability and detail. Many lists are “compiled,” with vague sources.

Conner isn’t deterred. He asks each broker what “selects” are available — he wants high-income homeowners and recent movers. On a client’s recommendation, he also contacts credit bureaus like Experian and TransUnion for up-to-date lists with robust demographic information.

He requests a demographic breakdown and “counts” for each zip code. The numbers vary, but after analysis, about 20,000 residents are in his five zip codes, and roughly 12,000 meet his selection criteria. The scale is daunting, but Conner remembers that direct mail is a numbers game: with a 0.5 to 1 percent response rate, he might attract 60 to 120 new clients.

Running the Numbers

Conner confers with his staff. Can they handle 120 new clients? Yes, they decide. Next, he crunches the costs:

For many accountants, this is the point where caution sets in. “Is it worth the risk?” Conner asks himself. If he gets a 0.5 percent response rate — about 60 new clients at $375 per client — that’s $22,500 in new business, more than double his investment.

Making the Creative

He chooses a list from a credit bureau, updated within four months, with a deliverability guarantee and refund for undeliverable addresses. He orders the list as an Excel spreadsheet, delivered by email.

Meanwhile, Conner drafts a tri-fold brochure explaining his services and why he’s a better choice than large firms or do-it-yourself tax software. He focuses on what matters to readers:

• The pain of doing taxes themselves
• Errors and frustration with home tax programs
• Impersonal service at large firms
• The advantages of a local accountant who builds long-term relationships

He offers a free review of prior-year returns and incentives for early appointments. He tests his brochure with friends, family and a few close clients, incorporating their feedback.

Production and Logistics

Conner gets quotes from printers, lettershops and mailing houses. Prices and service vary, but he knows to be specific: letter-sized, 24-pound light green paper; tri-folded and tabbed; one-color print (black); no images or bleeds; names ink-jetted; barcodes and carrier routing; lettershop to provide bulk mail permit, stamp the piece and deliver to the post office; proof of mailing required.

He agrees to the following production timeline:

Conner emails the printer the PDF of the piece and delivers a mock-up in person. He double-checks the paper weight and color and clarifies all specs.

Murphy’s Law in Action

The process isn’t smooth. The printer’s paper order is late, and the wrong stock arrives. The lettershop pushes his mailing back. Deadlines slip. Conner learns the importance of penalty clauses for non-performance.

He insists on a signed USPS Form 5053 as proof of mailing before paying. He also includes his own address — and those of friends and relatives — on the mailing list as a quality check.

The Results

After delays and last-minute rushes, the mailers go out. Here’s what happened:

• Mailers sent: 11,400
• Calls received: 102
• Appointments set: 87
• New clients: 73
• Total new revenue: $20,144
• Total campaign cost: $9,420

Conner notes that he paid for 12,000 names but only 11,400 mailers went out, and his final cost per piece was higher than expected. Despite that, he nearly doubled his investment.

Lessons Learned

Conner came away with three key takeaways:

• Screen each vendor carefully. Ask for references, clarify the details and get guarantees in writing.
• Use performance clauses in contracts to keep vendors accountable.
• Audit everything. Track each stage, verify proofs, and include test recipients on every list.

Direct mail may seem old-fashioned, but for those willing to invest the time and effort, the numbers can tell a powerful story. Conner’s campaign wasn’t without challenges, but with persistence and a focus on the details, he turned risk into measurable growth.