Direct Mail Strategy: How often should you Mail?
Over the years, business owners have learned the hard lesson in direct mail: persistence. They have realized that they can’t just mail once and simply pray that good results will come their way. In order to succeed in direct mail they have to send multiple mailings. The great results will come later on.
Just take a look at magazine subscriptions. They simply never stop. If you haven’t subscribed yet, they will continue to hound you until you give in and agree to subscribe to their monthly publications. If you are already a subscriber, that doesn’t change the situation. They will immediately start the renewal campaign the day you subscribe. The practice may seem too insistent, but it pays off in the end.
This doesn’t mean though that you mail aggressively just like what magazine publishers do, but you shouldn’t even stop just after one mailing. If you have a good mailing list and a great offer, by all means mail consistently. The question now is how you should go about your re-mailing campaign. Here are good strategies to consider:
- Look into the non responders and print new newsletters, sales letters, or postcards. Put a new offer or benefit on the direct mailers and send then again to your prospects. If your previous strategy doesn’t work, do it again. This time with a new approach. Don’t stop until you find the right pitch that will compel your prospects to respond to your campaign. Hopefully, your persistence will pay off in the end.
- Play up with limited time offers. If you provide offers that are good only for a certain period of time, make sure to stress it out to your target audience. Make them realize that the offer is good only for the time specified in the direct mailers. This should compel them to make an action right away.
- Mail the same material to the same people. There’s nothing wrong with sending the same material. Get your letters or newsletters ready for print and who knows your succeeding mails may finally get your prospect to respond. It doesn’t cost a lot to resend mails, so this strategy is worth a try.
- Personalize the campaign. The best way to get good response is to personalize the mailing. Avoid using a generic letter that looks like it was send to everyone else. Make an effort to make each mailing personal to impress your target audience. Look into your target audiences’ shopping habits and attitude to offer personalized product or services. Be sure to include an exciting offer that will be enough to convince your prospects to accept it at once.
- When making the last contact, do it through a postcard. It’s affordable and instantly visible. No need to open an envelope so the recipient sees the offer right away. Be sure to tell the recipient that the clock is ticking to compel immediate action.
Done correctly, direct mail remains a valuable way to reach customers. It has evolved over time and no longer remains an old strategy. Though electronic forms of advertising are widespread these days, direct mail can still provide the information that people look for. It will compel people to take action provided that you don’t stop at one mailing. Be persistent in sending your direct mail pieces until the desired response is generated.
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