Every direct mail advertiser has asked the same question at one time or another.
"How many times should I mail the same offer to each prospect?"
In most cases, direct mail offers should reach prospects at least three times.
Impressions are critical when it comes to generating ROI on marketing dollars, and also in building credibility and trust among consumers.
Many companies, depending on the industry, go so far as to distribute direct mail offers as often as once per week (insurance companies, pizza chains, etc).
Frequency and reach are key to success. Consumers must be familiar with, trust, and need or want your products before they will transact. As with any relationship, comfort levels and trust are built over time.
For example, if a homeowner needs a plumber, and they have received multiple impressions from A+ Plumbing Service, they will be much more likely to call this company first as the need arises. This is especially true when competitors fail to market their services in equal measure.
Launching Multiple Impression Campaigns
With the new Multiple Impressions feature for Every Door Direct Mail®, you can turn "unaware" recipients into prospects, and then convert those prospects into paying customers. Even better, you can launch Multiple Impression campaigns, and set your own mailing schedules, with just a few clicks.
Remember, it is better to mail 5,000 prospects, on three separate occasions, than it is to mail 15,000 prospects once. You can always expand your reach to more prospects as you make progress and grow your business.
TARGET PROSPECTS, LAUNCH YOUR CAMPAIGN