Direct mail is a cost-effective marketing strategy that can redefine your branding efforts. If done the right way, it can significantly boost your customer base. This also entails the number of times you send out your direct mail to sustain customer interest. Having said that, you can’t mail just once and hope for superior results. An effective direct mail marketing strategy requires creating multiple mailings that can help you make money over time.
If you are looking for the right formula on the frequency of direct mail, here’s what you need to know:
Re-mailing:
There is no harm in re-mailing a direct mail package to the same audience. Opt for a simple re-mailing strategy to attract new prospects. However, you need to keep in mind the timing and value of the offer.
Similarly, you can send new direct mail tools to your new customers. This will help grab an uninterested prospect’s attention with a different pitch. But, this strategy requires additional financial resources and effort.
Expectation
Your target audience’s expectations matter. You need to be cognizant of what they expect from you to achieve the desirable results. Carefully analyze what they have agreed to receive from you and how often. In terms of a seasonable product or service, you need to inform your clients to buy the product or service at the right time.
Timing
Timing plays a key role in determining direct mailing frequency. A simple case is of school offers. Most schools start their session every August; hence parents expect direct mail offers a month before schools begins. As they need to make school purchases beforehand, any offers during this time can be quite valuable to them.
Value
Another equally significant factor is the value of the direct mail offer. In case you are offering something of use to customers, send out direct mailings frequently. In addition, play up the offer to let the target audience know they cannot miss this exceptional value.
On the other hand, re-sending the same old, boring offer will not contribute to favorable customer response. To put it another way, your customers seek innovative and fresh direct mail solutions from you that would make a positive difference in their lives. Therefore, increase the mailing frequency if it will deliver exceptional value to your customers.
Follow up
Make sure to follow up with customers, apart from offering initial direct mailing services. Boost your communication with potential customers to enable them to purchase your product or service.
The frequency of direct mail really differs from organization to organization. Depending on your resources, you can determine the number times you can send out your package. Nevertheless, experts believe it takes seven hits before the typical consumer responds to a direct marketing offer. And if you want expert opinion on improving your direct mail initiatives, click here to contact us today.
