Frequently Asked Questions (FAQs) about Direct Mail Marketing

Here are some FAQs about direct mail:

1. What criteria do we consider when choosing carrier routes?
   Our focus is on targeting the highest-income areas within different zip codes. Initially, we target approximately a 3-mile radius from the practice to gather market information. Once we've evaluated all created zones, we retarget the highest-performing ones and extend outreach accordingly. We generally recommend not extending beyond 10 miles to ensure recipients have a better chance of booking and attending appointments.
2. Do we target entire zip codes?
   No, within our direct mail campaigns, we focus on specific areas within zip codes known as "carrier routes." The extent of zip code coverage depends on the quantity of mailers included in the package.
3. Can the client specify zip codes for their map?
   Yes, the map presented during the intro call is not final. It's to explain how our campaigns work and identify the ideal new patient. Clients familiar with their market can provide valuable input for campaign success.
4. Where do we source our data?
   We use information from Compact Resident Lists, regularly updated by USPS for accurate demographic insights such as average household income and percentage of children. This helps tailor maps to practice needs.
5. What's the size and material of the mailer?
   Our oversized mailer, made from cover stock paper with coating (Glossy-coated), is our most successful product. It measures:
   1. Fold Size: 8.5" W x 5.5" H
   2. Opened Size: 8.5" W x 11" H
       
6. Do we provide Pastel links for mailer creatives?
   Generally, we don't unless the client has specific or extensive changes. Typically, sending the initial mailer proof and receiving feedback via email suffices.
   
7. When to request the mailer creative?
   The mailer creative should be requested following the introductory call. This ensures that any specific services, membership plans, or other details mentioned during the meeting can be incorporated, even if they were not included in the onboarding form.
8. When to request the mail landing page?
   The mail landing page should be requested after obtaining approval from the client. Since this landing page closely mirrors the mailer, it requires full approval from the client. Unlike the mailer, the landing page is not shared later for review or feedback, as it is less detailed.
9. What is the turnaround time for receiving the initial mailer creative proof? Typically, it takes approximately 7 business days to develop the initial mailer proof and deliver it to the client.
10. How long does it take to build a mail landing page?
    The creative team typically requires around 15 business days to complete the building of the landing page.
11. How can our customers be sure their Direct Mail campaign is giving the expected results?
    We will target potential clients that meet the household minimum income of $55k. Customers will suggest zip codes they want to target and the area will be divided into zones, we will send mailers to a different zone each month.
12. Why is $55k our Minimum Household Income Requirement?
    Households with incomes below $55,000 typically qualify for Medicaid (government insurance), which the majority of dental practices do not accept. This income threshold ensures that our services are accessible to patients with insurance plans we can accommodate.
13. How Often Will Clients Receive Reports on Their Mail Campaign Performance?
    Clients will receive detailed statistical reports every 30 days to measure their campaign results. The report format is as follows:
    Mail 30-Day Stats (<MONTH> <YEAR>):
    1. Total Number of New Patient Calls: <Total calls (Source: Dental Marketing Dashboard)>
    2. Total Number of Landing Page Visits: <Total page visits (Source: Google Analytics)>
    3. Total Number of Landing Page Conversions: <(Source: Google Analytics)>