Do It Again…And Again because in marketing, repetition counts!
Research has shown that direct mail efforts truly become effective not after the first, not after the second, but after the THIRD mailing to the same prospect list. The more times you send a postcard / direct mailing to a recipient, the more likely they are to take action.
I always tell my customers that direct mail is not an event but part of a marketing strategy that takes the company’s goals and budget into consideration.
Marketers are far better off refining their mailing list to the best possible prospects and mailing to that list multiple times rather than mailing to a larger list where their budget only allows for one mailing.
And, nowadays – marketers also need to be concerned with marketing channel. Marketing the same message across several channels broadens visibility and increases the importance of the actual message itself. In 2019, we call this omni-channel marketing. To find out more about this, you can read this case study from MB Financial or this article on omni-channel marketing for insurance agents. What’s fascinating about the Case Study from MB Financial is it’s use of multiple mailings to the same prospects, alternating between letter and over-sized postcards.
Advertisers should combine direct mail, digital marketing and FaceBook marketing to create a serious impact across channels.