There are many factors that go into the development and execution of a successful direct mail campaign. The first things that come to mind are the physical, visual elements: type of piece, size of the piece, graphics and design, copy, call-to-action, etc. However, another crucial aspect of a direct mail campaign that can often be overlooked, but never should be, is the frequency of which you send out your piece.
What is frequency?
Frequency can mean one of two things: the frequency of which your business sends out direct mail campaigns, or the frequency of which you send out the SAME direct mail campaign. Understanding the power of direct mail and the benefits of both types of frequency, as well as the relationship between them, is vital in order to get the most out of your direct marketing efforts.
Increase Brand Awareness
By mailing to the same list multiple times, awareness generation is multiplied within that specific audience. Creating strong recognition with a select audience, rather than weak recognition by mailing to different audiences for every campaign, serves to create better overall brand awareness. Your recipients will act as “organic-referral” ambassadors and inevitably bring up your brand to others because of the fact that they have physically seen and touched your brand (through your direct mail piece) more than once. When they are ready to make a purchasing decision, your company will be the first to come to mind.
One Isn’t Enough
While a single well-designed, strong call-to-action containing, targeted direct mail campaign may seem like enough to draw in prospective clients, the reality is that sometimes it takes more than that. In fact, direct marketing research has shown that direct mail endeavors take hold and truly become effective after the THIRD mailing to the same prospect list. A huge factor to take into account is the timing of your mailing(s). Even if your first mailing falls on deaf ears, your second or third may come at just the perfect time when a recipient of your campaign is in need of your products or services.
Change Is (Still) Good
Although the effectiveness of sending out the exact same mailer multiple times is proven, that doesn’t mean that changing up certain aspects is ill-advised. Actually, when done properly, it can be what tips the scales in your favor when sending out a mailing to the same list. By altering components of your piece’s design, such as the layout, call-to-action, or offer, you provide a fresh look to prospective clients that displays your company’s ability to adapt, be dynamic, and use multiple approaches.
Kessler Creative knows the power of direct mail! Our diverse and specialized strengths are invaluable in furthering the success of your business. Kessler Creative is the definitive one-stop shop for all of your direct mail marketing needs. Call us at 1.888.416.4098 or visit our Contact Page to get in touch with us today!