# REAL experience: Here's some conversion rates for giving out Flyers

19 replies
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Thought this info can help some warriors calculate their ROI.

We usually calculate flyers by the thousands, 1k, 2k ,3k and so on...

Based on many campaigns, on a general basis (as many factors are involved) the range of response from flyers are usually between 1% to 4%.

Most businesses campaigns from others I know generate between 1% to 2% of response.

So for

1000 flyers, 1% is 10 leads
1000 flyers, 4% is 40 leads
.
2000 flyers, 1% is 20 leads
2000 flyers, 4% is 80 leads

The percentage may look small but if you have a product that have a good enough profit margin, it will more than cover for it.

Hope these numbers help in your calculations and planning if you intend to give out flyers

There is an art to creating flyers that convert well near the 4% mark but that's another story for another day
• If you have awesome bagels, it might not cover it. Even if everyone buys 3 bagels every time and they come back a few times.

Plus, how many of the leads do you convert?

Not saying it's not worth it, just that it needs a few more caveats.

 Originally Posted by AlexanderSkyHeart Thought this info can help some warriors calculate their ROI. We usually calculate flyers by the thousands, 1k, 2k ,3k and so on... Based on many campaigns, on a general basis (as many factors are involved) the range of response from flyers are usually between 1% to 4%. Most businesses campaigns from others I know generate between 1% to 2% of response. So for 1000 flyers, 1% is 10 leads 1000 flyers, 4% is 40 leads . 2000 flyers, 1% is 20 leads 2000 flyers, 4% is 80 leads The percentage may look small but if you have a product that have a good enough profit margin, it will more than cover for it. Hope these numbers help in your calculations and planning if you intend to give out flyers There is an art to creating flyers that convert well near the 4% mark but that's another story for another day
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•  Originally Posted by DABK If you have awesome bagels, it might not cover it. Even if everyone buys 3 bagels every time and they come back a few times. Plus, how many of the leads do you convert? Not saying it's not worth it, just that it needs a few more caveats.
Thanks DABK, good reply. The break even point varies for different products. Sometimes 1 sale could mean instant profit for a higher price product, sometimes many more (as for food for location based business).
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• Surely the conversion rate would depend on what's in the flyer and who it's sent to...
The wrong message to the wrong audience = low conversion
Right message to right audience = high conversions
Isn't this obvious?
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•  Originally Posted by animal44 Surely the conversion rate would depend on what's in the flyer and who it's sent to... The wrong message to the wrong audience = low conversion Right message to right audience = high conversions Isn't this obvious?
Based on the terms used, I think... ( assuming ) the OP is talking specifically about flyers IE handbills, and not "Mailers". As much as the audience is broad based, due to the location of the handout, "impulse" comes into play and the numbers they are presenting are fairly accurate. ( with my own experience using this method anyways ).

Now I could be totally wrong with the assumption... but the numbers with a mailer sent en mass to residence close to a food business as an example are again fairly accurate.
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• I just wanted to comment on the importance of the value of the goods / services being sold, and how less than 1% response can still be a serious sales-booster.

If you're giving away a free bagel/coffee/doughnut with the flyer then sure you'll get a good response, but you've got to have a strong back-end to convert the freebies into regular customers. In these situations it's easy to get a high response rate and lose an absolute fortune because you haven't turned the 'free' customer into a 'real' customer.

Another point on (low) response rates;

A few months ago I created a flyer campaign for a client in the home improvement business. 5000 flyers sent to demographically-selected homes within a 7-mile radius of their HQ, garnering 11 responses.

That's a very low response rate of 0.0022%. And that was just enquiries - only 3 of them converted to paying customers. That's just 0.0006% response rate from the total 5000 flyers to paying customers.

But those 3 paying customers resulted in over Â£85,000 worth of business (\$130,000) from a campaign that cost less than Â£5000 / \$7700. The lower response rate didn't matter because it was taken care of by the value of the services being sold.

The moral of this story???
Sometimes even a low response rate can result in a huge sales boost, and other times a high response rate can kill your cash flow and put you out of business.
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• 1% response is actually considered good with direct marketing, 3% makes you frank kern of offline marketing! lol
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• I think that is "real" for the business in question, every one is different. The offer, the product or service, coupon or not,the area and method of flyer delivery. Good stats for the business in question, with any ad method testing, split testing is important.
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•  Originally Posted by MrRodrigue 1% response is actually considered good with direct marketing, 3% makes you frank kern of offline marketing! lol
lol. Nice one bro

 Originally Posted by Freebiequeen1999 I think that is "real" for the business in question, every one is different. The offer, the product or service, coupon or not,the area and method of flyer delivery. Good stats for the business in question, with any ad method testing, split testing is important.
Thanks! Yes, lots of factors indeed, a percentage of accuracy and error over time through testing could reveal some pretty accurate stats too.

 Originally Posted by The Pines I just wanted to comment on the importance of the value of the goods / services being sold, and how less than 1% response can still be a serious sales-booster. If you're giving away a free bagel/coffee/doughnut with the flyer then sure you'll get a good response, but you've got to have a strong back-end to convert the freebies into regular customers. In these situations it's easy to get a high response rate and lose an absolute fortune because you haven't turned the 'free' customer into a 'real' customer. Another point on (low) response rates; A few months ago I created a flyer campaign for a client in the home improvement business. 5000 flyers sent to demographically-selected homes within a 7-mile radius of their HQ, garnering 11 responses. That's a very low response rate of 0.0022%. And that was just enquiries - only 3 of them converted to paying customers. That's just 0.0006% response rate from the total 5000 flyers to paying customers. But those 3 paying customers resulted in over Â£85,000 worth of business (\$130,000) from a campaign that cost less than Â£5000 / \$7700. The lower response rate didn't matter because it was taken care of by the value of the services being sold. The moral of this story??? Sometimes even a low response rate can result in a huge sales boost, and other times a high response rate can kill your cash flow and put you out of business.
 Originally Posted by savidge4 Based on the terms used, I think... ( assuming ) the OP is talking specifically about flyers IE handbills, and not "Mailers". As much as the audience is broad based, due to the location of the handout, "impulse" comes into play and the numbers they are presenting are fairly accurate. ( with my own experience using this method anyways ). Now I could be totally wrong with the assumption... but the numbers with a mailer sent en mass to residence close to a food business as an example are again fairly accurate.
Thank you for the detailed reply. Great examples. "Impulse" does come into play, it's that few seconds when they are holding the flyer that counts. Most of them go into the bin fast enough but consistency will leave an impression. For those that hit the jackpot, always nice
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• I recently dropped 7 thousand leaflets in good residential areas...........offering my services.......I had 4 enquiries, 3 onsite surveys resulting in 1 paid job.........I just about covered the cost of the leaflets and the pay for the people dropping them !!

Way too much work for the return, I was very dissapointed with leaflets.
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•  Originally Posted by securcam I recently dropped 7 thousand leaflets in good residential areas...........offering my services.......I had 4 enquiries, 3 onsite surveys resulting in 1 paid job.........I just about covered the cost of the leaflets and the pay for the people dropping them !! Way too much work for the return, I was very dissapointed with leaflets.
Thanks for sharing your experience with us! The good thing is that it did gained some results, I know some projects which went to a waste with zero results. Not even enquries.

The thing about flyers is that it has many factors in it depending on what business and what "season" is it (trends). The only way to find out if it's the message in the flyers, area of distribution or simply just day and hour of the week (pizza flyers near evening tends to work much better than the morning), is to test and test and test.

But of course, flyers are not the only way to get leads and sales, if it doesn't work as well and you have other methods which work better in terms of ROI, why not just work on what works better?

Between, for 7k flyers, it must have taken a long time to give it out yourself! I did it before, super tiring~ outsourcing is optional here if hours can be invested in the main work.

Cheers for the share!
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Hi there, I am Alexander SkyHeart, pleasure to meet you.
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• What I forgot to say though was probably 80% read the flyer, at least they now know I have a showroom and what I do.....quite possible I will pick work up in 12 months time off them !
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•  Originally Posted by securcam What I forgot to say though was probably 80% read the flyer, at least they now know I have a showroom and what I do.....quite possible I will pick work up in 12 months time off them !
*winks* when the time comes, they will know who to find! All the best securcam! Build the brand!
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Hi there, I am Alexander SkyHeart, pleasure to meet you.
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• Banned
Useless data that has nothing to do with anyone else in the world.

A hottie wearing a bikini on the beach boardwalk will sell more sno-cones than a BIG hairy angry mama wearing a bikini.

There's 8,741 other factors that come into play for conversions.
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• But would a hairy angry mama think of selling sno-cones wearing a bikini if she did not see the hottie doing it?

 Originally Posted by yukon Useless data that has nothing to do with anyone else in the world. A hottie wearing a bikini on the beach boardwalk will sell more sno-cones than a BIG hairy angry mama wearing a bikini. There's 8,741 other factors that come into play for conversions.
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•  Originally Posted by DABK But would a hairy angry mama think of selling sno-cones wearing a bikini if she did not see the hottie doing it?
 Originally Posted by yukon Useless data that has nothing to do with anyone else in the world. A hottie wearing a bikini on the beach boardwalk will sell more sno-cones than a BIG hairy angry mama wearing a bikini. There's 8,741 other factors that come into play for conversions.
interesting!
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Hi there, I am Alexander SkyHeart, pleasure to meet you.
Do feel free to comment and I'll be thankfully delighted to chat with you on the forum threads. Cheers!
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• It'd be interesting to hear results from some real, controlled testing...
Does paper size/weight make much of a difference to conversions?

It's obviously a lot easier to split test online sales letters but there is still a place for flyers/leaflets/letter-box-drops, particularly with trade services.
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• Your response to flyers with depend alot on the service you offer,time of year ,area and a thousand other things. When i used to sell double glazing I dropped about 20k over a period of a few months. I made one sales appointment for every thousand leaflets. Now some might say thats rubbish but I still turned a profit.
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•  Originally Posted by Shelles It'd be interesting to hear results from some real, controlled testing... Does paper size/weight make much of a difference to conversions? How about with/without magnet... ? It's obviously a lot easier to split test online sales letters but there is still a place for flyers/leaflets/letter-box-drops, particularly with trade services.
Paper size matters, too big and it gets throw away. Too small and the wind blows many away.

Weight is linked to paper quality, matt , glossy, double side or single, full colour or single. Note that the cost difference between them can be very significant.

Magnet is usually for seasonal services like plumbing and property.

Cheers!

 Originally Posted by theheron Your response to flyers with depend alot on the service you offer,time of year ,area and a thousand other things. When i used to sell double glazing I dropped about 20k over a period of a few months. I made one sales appointment for every thousand leaflets. Now some might say thats rubbish but I still turned a profit.
Now that deserves a congrats!
It's not rubbish, it's effort turned into gold which is pretty nice.
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Hi there, I am Alexander SkyHeart, pleasure to meet you.
Do feel free to comment and I'll be thankfully delighted to chat with you on the forum threads. Cheers!
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•  Paper size matters, too big and it gets throw away. Too small and the wind blows many away. Weight is linked to paper quality, matt , glossy, double side or single, full colour or single. Note that the cost difference between them can be very significant. Magnet is usually for seasonal services like plumbing and property.
Certainly a LOT of variables.

Personally, I don't really take notice of flyers in my mailbox, however, takeaway menus always manage to get stuck on the fridge as does anything with a magnet. That doesn't mean that I ever use them, I think it's more an unconscious habit... maybe others do the same?
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