Q: For every 10 course brochures we distribute, we receive one enrollment. I would like to know what the average number of course brochures distributed per enrollment is. Thanks for your help!
A: There is really no average that matters. The factors that impact the brochure/registration rate are so varied and so different from community to community that it is not reasonable to make this kind of comparison. For example, if you are in a large metro area, you might distribute 200 catalogs for every registration you get. In a smaller community, you might distribute 50 to get one enrollment.
What is important is the response rate. One enrollment for every ten brochures means you have a very high response rate. You are doing great! You have a 10% response rate. A 2% response rate for direct mail is considered to be very good. With this kind of response, you might consider distributing more brochures. Obviously, you have something that your community wants. Just keep in mind to test new markets, and try to distribute in areas where the residents are similar demographically to those who are responding to your catalogs.
Getting such a high response rate also means that you are targeting the right people with your mailings. If you have not done so, do a demographic analysis of your markets to see who is responding. This will help you with both your marketing efforts and your program development.
Questions
Brochure/ Registration Average
May 23, 2018 1:49:13 AM
by
Jordan Kivley
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