I have great success sending out the "Social Security only pays 225 toward your final expenses" Several people on this board can point you in the right direction.
Robert, I usually drop about 4,000 per month. Per thousand that I mail out I get 25-30 back. That is farily normal across the board with everyone I talk to having very similiar results. If I mail 4,000 a month I will have 100 leads roughly for the month.
You can usually get a beter price per thousand. I looked at WEstern Resource(the site you posted) and they are charging $400 per thousand. If you have your contracts through a marketing organization, call them and see if you can get a discount through one of their vendors.
$380 is about the average.