Direct Mail for my new venture - advice needed
Hi, I am shortly to launch 3 new web sites in the uk.
The sites will provide busineses with a 3 or 4 page "mini web site" that they can easily edit themselves. They will be able to upload images and text onto a pre-formatted template that will automatically re-size the image to avoid formatting problems.
The sites are intended to cover the whole of the UK and navigation will be via Counties/districts eg Berkshire/Reading - or Berkshire/Windsor etc broadly organised on Local Authority areas.
As with all new start ups I need to get some content in each area and one
of my marketing strategies will be direct mail, using A5 double sided mailing cards, targeted at specific business catagories. I intend the mail out to cover all UK Counties and offer the first 5 "mini sites" in each Local Authority area absolutely free for 6 months. For people that miss the free sites I intend to make a compelling offer - say £29.95 for a year - less than 9p per day.
My questions are these -
If I can devise a well designed mailer that is well targeted at small businesses, what level of response rate should I expect?
Given that direct mail response rates can be very low and so subject to statistical quirks, what size of initial mailing would be needed to test the response?
Any thoughts or advice would be welcome.