Jrock, if you are sending direct mailers using a purchased customer list, you are throwing your money away. Direct mail works best when sent to previous customers. This approach works well in the commercial sector where repairs and maintenance are required regularly. Sending them to homeowners is a great branding tool, but doesn’t translate to sales. When sending direct mailers, you must also take life cycle into consideration. If a home owner has a roof less than 10 years old, it is the furthest thing from their mind and your message ends up in the trash.
In our organization, we are at a point where 80% of our new customers are coming from web searches. Concentrate on maintaining a clean, informative website and market towards increasing your online visibility. Our average cost per internet lead is less than $5.00. It is a very cost effective approach with a high ROI.