Top Marketing Strategies: Direct Mail Frequency


by Ian Mackie - Date: 2007-03-01 - Word Count: 325 Share This!

The owner of a mid-size business in a regional market wrote in withthis question about direct mail strategy for introducing a new product:

"If you had a choice of mailing to several communities one time(possibly twice) as opposed to mailing to a few communities two (maybethree or four) times, what would you recommend?"

In all but a few situations, our answer to this type of question isgoing to be "go with frequency." It's essential that your mailer bethere during the critical time frame in which the customer isinterested in your product. And you don't know when that will be.

For instance, you may have the best deal on dishwashers in the state,but your offer will barely register as people sort their mail…untilthe month comes when they notice their old machine is starting toleak, or they're getting ready to sit down with their contractor andspec out the kitchen remodel. If you've been mailing on a steadybasis, your offer will likely get their consideration. If you'vemailed only once, they've probably forgotten about it.

Of course while frequency is a key, it won't do you any good to mailfrequently to the wrong lists or to the wrong list segments. That'swhere mail list testing comes in.

You might consider doing an initial, broad mailing to several listsegments and carefully tracking response to that initial mailing.(Make sure your employees know to ask customers who call or come in toyour store how they heard about the new product.) If particularsegments of the initial mailing perform better than others, and yourmailing budget is limited, we'd recommend following up with a programof frequent mailings to those top-performing segments rather than onlyone additional mailing to the broader list.

Segmenting and testing lists is an art, and much of it is influencedby how well you - and your list broker - know the lists you are using.It's important to have direct marketing consultants who pridethemselves in helping clients tailor the right lists to find the rightbuyers.

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Related Tags: marketing, strategies, top, mail, direct, frequency

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