One of the biggest benefits of direct mail marketing is its ability to let you build a cohesive campaign. In most cases, you’re not dealing with a one-and-done piece. No, the best direct mail pieces build on one another. Maybe you introduce yourself with a postcard, then follow up with a brochure and finish off with a sales letter in a very official envelope. You’ve just made three strong impressions that will help a customer remember you and, slowly but surely, move into your sales funnel and onto your client roster.
But how often should you be sending those direct mail pieces? After all, you don’t want to overwhelm or annoy your prospect. At the same time, you don’t want to send the pieces so far apart that you lose any cumulative traction.
The ideal mailing interval is going to vary for each campaign. Sorry, no magic bullets here. But we can offer a few good rules of thumb. For instance, if you’re selling a seasonal product or service—say, advertising tax services in March and early April—you obviously can’t wait weeks between mailings. In that case, consider sending one piece a week over time. When the time period is set to expire—the week before April 15—send two pieces, creating a final push of urgency. By laying a strong foundation with your ongoing campaign, the last “act now!” reminder will push many over the edge.
What if you have a more on-going product or service? Again, it depends on your product or service. The best way to find out? Test. Split your list in two and try two different mailing intervals. Send the exact same pieces—the only thing that changes is how often you drop them in the mail. Perhaps one half of your list gets pieces every two weeks; the other once a month. Then, all you have to do is sit back and see which one worked better. Which got better responses? Which yielded more qualified leads? Continue to tweak and fiddle with your intervals until you have a direct mail marketing plan that really works for you and your business.
Not sure how to get started testing your direct mail? Give us a call. We’ll be happy to help you find the program that helps you find the best leads, grow your business and succeed.
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