This is especially important if you re asking for credit card numbers. Most people won t fill in these numbers on an order card unless it mails in an envelope. Direct mail packages can also have brochures, buckslips, lift notes, and other sales material. Many marketers find that additional inserts in their packages boost response significantly. A front end is a direct mail package sent to a prospect, as opposed to a customer.
Some direct marketers lose money on front ends, but make money on back ends.
Once you have converted prospects to customers, you send them more promotions, called back ends. Since customers are far more likely to buy from you than prospects, back ends can be very profitable. Before you start a direct marketing campaign, you should have back end products ready. Mailing lists are valuable property, bringing in thousands of dollars in rental fees yearly. List owners want to make sure that your offer is legitimate and that it won t compete with them.