Creating a campaign strategy is no simple task, and finding the right direct-mail frequency to meet your objectives while still having enough resources can be difficult. And this isn’t something to take lightly. Mass “spray-and-pray” mailing has been a popular marketing strategy for several years. However, with direct mail increasingly focused on segmented and customized efforts, sound planning is more critical than ever.
How Often Should Your Campaign Run? The following are the three most important factors to consider when determining how often your campaign should run:
Budget – You have a lot of alternatives to choose from for your formatting, design, printing, data services, and shipping. Knowing the expenses will help you make informed decisions about each part of your campaign.
Schedule – Working out a campaign’s timetable is heavily determined by the three variables listed above. After you’ve determined how to go on with a campaign that meets your whole goals, You’ll know what to do next. In some situations, you’ll need to act quickly to ensure that your campaign components (such as data, publications, etc.) are fully prepared. You should also be aware of USPS delivery dates and manufacturing supply chain issues that may cause delays.
Strategy – Is your plan short-term, such as a single sales point? Or is it long-term, focusing on developing the brand and strengthening customer connections?
What Is the Term “Direct Mail Frequency” and Why Does It Matter?
Frequency refers to how frequently you offer your prospect a marketing message. The idea is that more exposure will result in greater brand recognition and familiarity.
Consider why that is the case.
Every day, the average American is bombarded with hundreds or even thousands of messages. They may be seen on the internet, email, text messaging, social media sites such as Facebook and Twitter, TV broadcasts and more. On the other hand, your direct mail must compete with all of that. However, because print is tangible – a physical form of communication – it has an inherent advantage over digital channels like email and social media.
Frequency is the term used to describe how frequently someone gets your direct mail piece, offering, or brand in their mailbox. Increasing the number of times your customer sees their offer and your brand and company name over a few weeks or months increases the chances of success.
However, there is no magic number for when to send direct mail. What works for one campaign, business, or industry niche may not work for another. When you keep the following in mind, you’ll be able to discover answers quicker:
How long do you believe it will take to obtain a single person’s address? According to survey data from the Direct Marketing Association, 21 days is the sweet spot for how frequently you send direct mail pieces.
How often do you send the same direct mail pieces to a single person? According to studies dating back over a century, messages should be repeated anywhere from three to 20 times before a consumer is ready to pay attention and, eventually, take action.
What is Reach, and Why Is It Important?
The number of people who receive a direct mail campaign is its reach. It makes a difference whether you want to connect with a large audience. For many enterprises and non-profits, it is a goal that makes sense. Their goods or services (or objective) may appeal to many people with something in common.
People in a specific region, for example, their local supermarket or a close automobile service center, are strongly inclined to be interested.
People at risk of dying early may be an excellent fit for a life insurance policy before their next birthday.
That’s what it sounds like.
However, as previously said (budget, etc.), determining your reach may require you to make some decisions when developing your marketing campaigns. You can improve the number of people who read your direct mail by refining your reach. Focusing on certain audience segmentation factors helps you achieve higher response rates from your regular mail campaign.
Finding the Right Balance Between Direct Mail Frequency and Reach Is Difficult Many elements influence a recipient’s response to your campaign. You must test to determine the optimum direct mail frequency for your campaign or business. Experiment with different frequencies and timeframes to see what works best for you.
Here are some additional ROI-boosting suggestions:
A mailing automation platform makes creating a cadence for your emails easier. Don’t mail the same campaign more than once a week. Consider the seasonal timeliness of some of your campaigns; Keep track of the results. After you’ve completed a campaign, be sure to adjust your frequency according to the outcome.
Above all, keep in mind that success takes time. Results aren’t always immediate. You may grow weary of your message or mailing well before your audience does. Keep a reasonable regularity when it comes to direct mail campaigns.
Putting everything in order
Customers are more likely to be responsive to communications that are designed around them. This means focusing on your customers’ wants, needs, and desires to help them accomplish their goals. Another key component is focusing on how they feel rather than what is expected of you as a salesperson or business owner from the client’s standpoint.
Print 1 offers a full range of mailing services. This includes mail preparation, which is a vital part of the process. Your mail could go to the wrong place without proper preparation or get lost entirely. We provide this service to give you peace of mind so that your mail reaches its destination.