Too Much Mailings?

The point of direct mail is to touch your customers multiple times in a few months span to gain awareness. But how many times is too much before it's considered excessive and annoying? Direct mail can be so beneficial for many companies but how do you know when is the right time to back off and take a break?

In order to figure out if continuous multiple mailings is right for your company, its more about the returns that you receive back. You have to weight the factors and do the benefits outweigh the costs? When you can calculate a high return on investment from previous mailers, you can justify sending a mailer every few weeks to a month because you're getting a response back and increasing sales.

Typically three contacts are what it takes to close a sale. But there are other factors involved; like the time span of these contacts, who you are targeting, what kind of company you have, and what kind of offers you are including. It always comes back to the offers, doesn't it? That's because your offers are what makes your customers want to reach out to you.

Focus on your previous mailers to measure their effectiveness and you can validate the decision for another mailing down the road. Let's face it, you wouldn't continue spending money on something that's not offering any returns. Direct mail is effective because it has become so easy to initiate. You have to know some specifics to begin the process but it's nothing that a little brainstorming won't solve.

So how much is too much? The all depends on so many factors that are specific to your company. As long as your forecasted returns are high enough that it is profitable for you to continue mailing, then by all means continue to mail. But to stay away from infuriating your customers with too many mailings in a short amount of time, stagger them so that your customers have time to digest the mailer they just received and anticipate for new offers from your business.