There’s an adage that says doing the same thing and expecting a different result is the definition of insanity. But what is it called when you repeat behavior that has given you great results to get the same good results? I call it genius, especially when it comes to effective direct mail campaigns.
Sharp business owners know that repeated mailings can be successful, but that doesn’t mean sending out the same cards with the same messages to the same clients. Sending duplicate offers too many times could result in diminishing results.
Let’s explore why you want to do repeat mailings and the strategies that you, as a business owner can use to elevate your success with each mailing. First, why would you want to mail, then repeat your mailings?
Effective Direct Mail Campaigns Pay You
Despite the proliferation of digital marketing, there’s data that shows that direct mail delivers a bigger return than email marketing. Did you know that direct mail sent to house lists had a 9% response rate and a prospect list yielded a 4.9% response? That’s great compared to email, which got a 1% response rate.
With response rates like that, who wouldn’t want to repeat their mailings? There are other benefits to mailing customers multiple times.
In marketing, there’s a theory that a prospect must encounter your brand an average of seven times before they are ready to purchase. This theory is creatively called The Rule of 7.
Whether or not effective direct mail campaigns will get results after the seventh mailing isn’t the point. The point is, when you’re introducing your business or service to a new prospect, you can’t just expect them to whip out their wallet. You need to woo them and get them comfortable with your brand. Multiple mailings will help.
If you’re a new business or new to an area, you must start from scratch. New prospects can’t rely on word-of-mouth recommendations from neighbors or the presumption of reliability that comes with decades in business.
When you’re the new kid on the block, you must be noticed before you can ask for a seat at the popular table. This means you must trade a piece of chocolate cake for a mushy apple a couple of times to get invited to the popular table. What that means is a tasty offer mailed several times – at least three in my experience, after your prospect has heard from you at least once.
Beat the Competition
If you have business competitors, it’s a matter of getting in front of a targeted audience before the other guys do. That means mailing more frequently. A postcard delivered on the right day can make all the difference.
Take Advantage of the Novelty
Did you know that mail volume has been steadily declining in volume each year since 2006? It was 213 billion units in 2006 and in 2020 it was only 129.2 billion units of mail.
For direct mailers like me, this isn’t bad news – it’s an opportunity! In 2006, there were nearly double the mail in the mailbox and you had to stand out among heavier competition. Today, it’s half that amount and more of your competitors are online.
Now, holding your colorful oversized is unique, a novelty – and your business stands out.
Additional Steps for an Effective Direct Mail Campaign
Planning an effective direct mail campaign includes strategies for multiple mailings. This includes the type of mailer you choose, the strategic positioning of each mailing, offers, and lists. If this all feels too overwhelming, no worries. One Stop Mail has a team full of experts who can help you navigate the intricacies of direct mail.
And, if you need design services or list expertise, we have that, too. Just contact us or give us a call at 602.962.5104.