How does Direct Mails cost-per-thousand (CPM) compare the other advertising media?
For mail, the CPM is greater than those of the print and broadcast media. However, mail’s cost per response and in many cases its cost per sale is in fact the lowest of any advertising medium. Recall that, by definition, the CPM figure refers to the cost per thousand people reached. Most broadcast and print vehicles include a considerable amount of “waste circulation,” bringing your message to thousands or even millions who are simply not interested in your product or service. But with mail’s precision targeting, a marketer can zero in directly on the right people, and not spend money reaching large numbers of the wrong people. With mail, you pay to contact fewer individuals, and every one of them really matters so the result is the industry’s hardest-working advertising dollar.
