Pricing Structure

“Let’s focus on your Return on Investment”

 

How much do we cost?

At IPNM Direct & Digital, we don’t run one-off print and mail projects. We help you set up, improve, and maintain a rich sales pipeline with direct mail, and we don’t mind being put to the test. Once you taste success with direct mail, we guarantee you: you will invest more (read: mail more) because you will make so much more.

The two biggest reasons why a lot of direct mail campaigns fail are A) little attention to the front-end strategy and targeting and B) little attention to data analysis before, during, and after each campaign. You will find that our engagements will start by focusing on this front-end strategy and analysis work.

Our new clients typically start off with a proof of concept pilot. These starter engagements typically cost between $15,000 and $25,000 plus postage. It includes strategy, targeting, creative, copy, printing, and mailing. You will be working with a project manager, data specialists, and the creative team.

Once the concept is proven and profitable, we will scale up your campaign using the foundations we have built. When things start to roll full-scale, that’s when things get really exciting!

Allow us to put our cards on the table. We do not serve our long-term interests if we do not first serve your long-term interests. We are never interested in making a quick buck from anyone, because our success, financial or otherwise, is built on long-term strategic partnerships with our clients.


 

How Our Pricing Structure Is Built

Three factors dictate the cost of a client’s engagement.

1. Budget

Direct mail is not cheap. Time and time again, we’ve started a conversation with prospects and clients on an existing marketing campaign that may be cheap and plentiful but resulted in poor conversion and ROI rates. When done right, direct mail is powerful and profitable. But it takes certain economies of scale needed to even put together a well-thought-out direct mail pilot program—usually in the range of 25,000 to 50,000 mail pieces.

Once the proof-of-concept goals are met, our “full-scale” lead-generation campaigns typically range from 100,000 to a few million pieces per mail drop.

2. Strategy and Tactic

Not all direct mail is the same. But you may be surprised that the format matters less to pricing, compared to other factors like quantity, data, frequency, recency, and postage class. These are all strategic and tactical decisions.

We encourage you to read at least one of our case studies to get a better feel for our approaches and solutions. The strategy chosen leads to the type of targeting data acquired; some may be more traditional while others may be “trigger” data that reflect recent/major life events (i.e., first-time home buyers, new movers, recent credit checks, newlyweds, etc.).

In turn, the targeting approach will lead to different tactical decisions—i.e., frequency, recency, format, mailing speed, digital augmentations, messaging, and call to action. All of these will contribute to the success or failure of the campaign.

2. Strategy and Tactic

Not all direct mail is the same. But you may be surprised that the format matters less to pricing, compared to other factors like quantity, data, frequency, recency, and postage class. These are all strategic and tactical decisions.

We encourage you to read at least one of our case studies to get a better feel for our approaches and solutions. The strategy chosen leads to the type of targeting data acquired; some may be more traditional while others may be “trigger” data that reflect recent/major life events (i.e., first-time home buyers, new movers, recent credit checks, newlyweds, etc.).

In turn, the targeting approach will lead to different tactical decisions—i.e., frequency, recency, format, mailing speed, digital augmentations, messaging, and call to action. All of these will contribute to the success or failure of the campaign.

3. Back-calculating the number of prospects you need

A plan is only as good as its stated goal, and we need to know where you want to be so we can devise a proper strategy to get you there. The most common approach is to work from your revenue goals or your lead-generation needs. From there, we back-calculate the numbers. Here are a couple of examples:

  • Say you have 10 people on your sales floor who need 10 warm leads daily (100 per business day).
  • You will need about 2,200 leads monthly.
  • Assuming a 4-percent response rate, you need to reach 55,000 prospects monthly.

Or perhaps we put it together another way:

  • Your sales goal is $5 million this year, and your average customer Lifetime Value (LTV) is $2,000.
  • You will then need 2,500 new customers.
  • Your sales team converts a quarter of your qualified leads, so you will need 10,000 respondents from your lead-generation efforts.
  • Assuming a 3-percent response rate, you will need to reach out to 330,000 prospects this year.


We Don’t Do One-Off Projects

If you are looking for a printer and mailer for a one-off project, we are not the right agency for you. But if you are looking to build a programmatic, lead-generation pipeline centered on direct mail, we can help you get there.

Here, we believe that a rich lead-generation pipeline must be properly constructed, tested, refined, and maintained. Then and only then can it produce consistent results for your company. Our strategic deployment, along with quarterly business reviews, will ensure that nothing slips through the cracks.

 

What You Get When You Work With IPNM Direct & Digital

We will be the first to admit that we are not everything to everyone. We never intend to be.

This is how our clients see us: we are almost an extension of their marketing team. We are their strategic partner for all things related to direct mail marketing. We bring a variety of expertise from strategy, targeting, creative, copy, and production—skillsets found not in any one individual but, rather, a team of experts. It is a service that our clients find more efficient to outsource rather than bring in-house since it is niched yet requires a team of people with diverse talents to execute.

If you are thinking, “This is what we need,” then we could be a good fit for each other. Let’s start things off with a conversation. When done right, direct mail is powerful. Let us help put you in the best position to experience its success.


Let’s Have a Conversation.

If you’re thinking “this is what we need” let’s talk to see if we’re a good fit.




Let’s Have a Conversation.

If you’re thinking “this is what we need” let’s talk to see if we’re a good fit.