During the 2012 cycle a candidate for state senate sent the same mail piece out twice.
The first mailing went to only 450 and was done in house by the campaign at a cost of roughly $400 inclusive.
It was a merge piece, each one was hand signed and that mailing resulted in a typical 3.5% return.
(A return of over 5% generally requires a well timed follow-up phone call in addition to the letter itself.)
The second mailing went out to 2200 and was done per the directions of a long ago office holder who has simply failed to keep up with technology, trends, or so long as we can see; anything at all.
It cost $1977 and resulted in a return of .05% That’s 7 times lower despite an almost identical per-unit cost .
Let’s see what went wrong.
Here's a short video so you can avoid
the same mistakes.