Building a cohesive campaign, rather than “one-and-done” marketing, is one of direct mail’s biggest strengths. The best direct mail campaigns contain multiple pieces that build on one another. Remember our three phases of a direct mail campaign? For example: a postcard for introduction (education), a brochure to provide more information about the product and why it helps the customer (persuasion), and finally a sales letter in a very official envelope (selling). That makes three strong impressions following a comprehensive strategy – a prospect will remember you and eventually make the transition from lead to loyal customer.
Timing, though, is crucial. You don’t want to send too close together, potentially overwhelming or annoying your prospect – but the pieces need to be close enough together that they are remembered and can build upon the previous impression.
Unfortunately, there is no perfect interval – the ideal timing will vary for each campaign. If you’re selling product or service that is seasonal or has a deadline, such as tax services, your timetable is more condensed. Consider sending one piece per week leading up to the deadline, and then two pieces the week of April 15 to ramp up the sense of urgency. Since you already laid a strong foundation with the lead-up mailings, the last “act now!” reminder will push many over the edge.
On-going products or services are harder to gauge right away. The best way to figure out your ideal frequency is to test. Try two different mailing intervals – perhaps one every two weeks vs. one per month – for each half of your list. The direct mail pieces themselves don’t change, only the timing. Gauging the results is easy, since you just need to see which got better responses or yielded more qualified leads. After a few rounds of testing, the interval that works for you and your business will be clear.
Need assistance determining your ideal interval? Want some tips about testing? Contact us today and we’ll get you up and running in no time!