When I was a young boy, playing outside with my friends, we would often refresh ourselves from the summer heat by drinking water from a garden hose. Many people wouldn’t dare allow their children to drink from a garden hose today. There’s too much pollution and too many impurities in our drinking water. People use filters on their kitchen sinks to remove impurities; that’s also the reason we use filters for direct mail marketing pieces. We hope to eliminate registrants that are not part of our target market.
Although you may send invitations with the appropriate age and income filters, you should keep in mind that direct mail marketing is not without error. Approximately 4 percent to 7 percent of your registrants will not benefit from attending your seminar. For that reason, you should consider adding to your filters by making your own pre-seminar confirmation calls.