A Dynamic, Low Cost,
Direct Mail Program
Commonly Asked Questions Regarding "Express Lead" Mailers"
What's different about Express Lead Mailers?
The rationale behind the Express Lead Mailer program is to elicit response from targeted prospects with a genuine interest in the specific product or concept discussed. Our objective is to help generate sales, not vague inquiries from otherwise disinterested prospects
. To accomplish this we avoid generic topics and/or mailers, as well as marketing gimmicks that produce illusory results -lots of response but few actual sales. Rather, our mailers are written to hit the "hot buttons" of our targeted audience. The result-a higher closing ratio and more commission dollars earned.
What list will be used with my mailing?
A different list has been developed for each of the Express Lead Mailers offered. Each incorporates an advanced new list technology to target Express Lead prospects. Unlike other mailing programs that target solely by age and income criteria, CIS has developed a more powerful targeting system capable of identifying prospects whose personal, financial, and demographic characteristics "clone" those of other buyers of specific financial products, a far more effective targeting process. While you retain the option of narrowing the focus of your list by targeting prospects by specific age and income criteria, these represent but two of fifty characteristics that have been incorporated into the list in an effort to target prospects with both the need and wherewithal to purchase financial products.
Can I target my list to an ethnic market?
Yes. All Express Lead Mailers can be specifically targeted to Hispanic or Asian prospects. Gender, age, income, length of residency, net worth and type of dwelling unit occupied selections are available. To place an order using ethnic names, call 800-547-5478 ext. 200.
Can I customize the text or layout of a mailer or add a "tag line" to the outside envelope?
Yes. The Express Lead Mailer program offers unlimited opportunity to customize your mailer. You can maintain the text as written for each mailer, modify it in any way you'd like, and/or add a "tag line" to the outside envelope. Modest additional charges are applicable for text and layout changes. A 3¢ per mailer additional charge is applicable for the addition of a "tag line" to the outside envelope.
What response rate can I expect?
CIS would be pleased to provide you with the average response rate generated by each Express Lead Mailer during the past year. When evaluating this information however, be aware that averages by definition incorporate higher and lower numbers. Within the overall average provided for a particular mailer, individual rates may vary from disappointing to extraordinary, dependent upon factors such as seasonality, timeliness, geography, weather, economic events, current news or simply for reasons unknown. That's why experienced marketers recognize that long-term consistency is the key to direct mail success. Mailings of 1,000 - 2,000 pieces per month over an extended period of time have historically returned $5 to $8 in commission income for every $1 of mailing expense.
What mailer generates the best response?
Over the years we have found an inverse relationship between response generated from our most broadly based mailers, and sales results, and those generated from our most focused mailers, and sales results. In essence, the broader the message of the mailer, the higher the response rate, but the lower the overall closing ratio. Conversely, the more narrow the focus of the mailer, the lower the response rate, but the higher the closing ratio and commission dollars earned per case. Accordingly, our combination topic mailers generate the greatest response rate but our concept specific mailers generate the highest percentage closing ratio. You are encouraged to Call 800-547-5478 ext. 200 to inquire of response rates for each of the mailers offered.
Are response rates guaranteed?
No. Unfortunately, there are too many factors that affect response rates to make such a guarantee possible. For example, seasonality, timeliness, geography, weather, economic events and current news in the local marketing area all affect response rates in a meaningful way. It is not unusual for two exact mailings, done thirty days apart, to generate significantly different results.
Is there anything I can do to increase response?
The list used with your mailing has been modeled on the personal, financial, and demographic characteristics of buyers of specific financial products. Notwithstanding that, you have the option, with most mailers, of refining your list by selecting the age range, income range, and gender of the prospects targeted. When making your selections keep in mind that women historically respond at a greater rate than men to financial solicitations. Perhaps they're the keeper of the money or perhaps they're just more concerned with financial security. In any event they respond in greater numbers than men. Also, those in the lower middle to upper middle-income brackets respond at a higher rate than those earning six figures. Lastly, make sure the mailing piece you elect to mail has relevance to the age range you have targeted.
How long does it take for my Express Lead Mailers to be mailed?
All orders are processed and mailed within 5 business days of receipt.
Why are responses returned to CIS and not directly back to me?
As new mailers are constantly being developed to reflect market conditions and financial product development it is important to have an accurate reporting mechanism to track response rates generated. Accordingly, responses are returned to CIS where they are meticulously recorded so that we can provide accurate response data for each of the Express Lead Mailers available to current and potential customers.
When can I expect to receive responses back?
Responses generally begin to filter back to CIS approximately 3 - 4 weeks from the date they were initially mailed (which date is 4 - 5 business days after the order was received by CIS). Occasionally, it takes longer. What's important to remember is that historically 20% of responses are received more than 3 months after the date of initial mailing. Thus, the total response rate for any mailing can't be accurately determined for several months.
Exactly how will I receive my responses?
Upon receipt by CIS, responses are recorded and then scanned and converted to a PDF format that is e-mailed to you within hours. It is suggested that you print a copy of each PDF response as occasionally respondents fail to remember that they have returned the card requesting information.
Does my entire order of Express Lead Mailers have to be mailed at the same time to qualify for a volume price discount?
Yes, with one exception. A flexible mailing option is available to those placing orders for 2,501 or more mailers. While orders for up to 2,500 mailers must be mailed all at once, orders for 2,501 or more mailers can be mailed:
a. All at once, or in
b. Two consecutive weekly equal mailings, or in
c. Three consecutive weekly equal mailings, or in
d. Three equal mailings, mailed every other week.
Do I get exclusivity with the names used with my mailing?
Yes. You have exclusive use of the names used with your mailing for six months. During this period CIS will not process any other order using these names.
How often should I mail to generate a constant source of leads?
The key to effective direct mail results is consistency. Sophisticated marketers never evaluate the effectiveness of a mailer or a mailing program by the results generated from a single 1,000-piece mailing. Numerous factors beyond your or our control could affect results. Mailings of 1,000 -2,000 pieces per month, over an extended period of time, have historically returned from $5 to $8 in commission income for every $1 of mailing expense.
What if I need help with my order?
CIS account executives are available Monday - Friday, 9:00 am - 5:30 pm Eastern Time to help you place an order and/or answer any questions you may have regarding Express Lead Mailers. Call 1-800-547-5478 ext. 200 for assistance.