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Old 21st April 2011, 07:14 AM   #1
GoodFella3993
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Default When To Mail Prospect List A Second Time

When do you mail / contact again non-responders of a direct mail campaign?

I was thinking I would mail them again 3 months after first campaign.

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Old 21st April 2011, 10:30 AM   #2
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Welcome along to the forum.

I would suggest more frequently, it's important to keep up the recognition of your name.

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Old 21st April 2011, 10:36 AM   #3
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Quote:
Originally Posted by hdm View Post
Welcome along to the forum.

I would suggest more frequently, it's important to keep up the recognition of your name.
Thank You!

So you would suggest running campaigns on my non-responding prospect lists every month or two?

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Old 21st April 2011, 11:07 AM   #4
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It would not be unheard of to do that. Some old line from history says you have to mail someone 7 times (or some other number) for direct mail to work. Its referred to as the "frequency"

The post office has a pretty good section on direct mail here -
http://www.usps.com/directmail/welcome.htm

This mention regarding frequency has to do with catalog sales but is in regards to frequency.

Quote:
Just as with exercise, frequency can have a
considerable impact on results. In fact, Direct Mail
and catalogs sent within the previous month were
shown to have a major effect on shopping behavior:

• 17% of people who received a catalog in the previous
month purchased at least one item, compared to
only 11% who received a catalog more than a
month ago.

source:http://www.usps.com/directmail/_pdf/...Whitepaper.pdf


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Old 25th April 2011, 05:24 PM   #5
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For prospect lists I usually prefer monthly and mail to the prospect list 3 times before getting a new list.

That's for general sales.

If your promoting an event, you might want to consider weekly.

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Old 26th April 2011, 02:13 AM   #6
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Quote:
Originally Posted by GoodFella3993 View Post
Thank You!

So you would suggest running campaigns on my non-responding prospect lists every month or two?
Yes. As Logan says, it is important to maintain the frequency. Good luck, and let us know how it goes.

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Old 1st May 2011, 10:08 PM   #7
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Default direct mail frequency

It all depends. I think 3 months is pretty good. But make sure you measure your results. If you are getting good results consistently, you can try to mess with it and mail it a little more often. However, if your results get worse, I would back it off a little more.

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Old 9th May 2011, 02:12 PM   #8
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You should mail another letter out to your list once every 10 days within the first month. After the first month, change it to once every 15 days. After the 2nd month, mail to your list only once a month - and keep mailing to your list once a month for the following 10 months.

I would say don't give up to your prospect until a whole 12 months have past. The longer they're in your marketing loop, the higher the chances of them saying yes to your offer, and the higher your conversion rates will be.

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Old 24th April 2012, 02:27 PM   #9
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Just remember it takes seeing your message or logo 3-5 times before it's memorable to the viewer. I would suggest bi-weekly at first, then monthly. Just be sure you're sending your marketing piece to the right audience and tailor that message to speak directly to that audience. If not, you're throwing your money away.

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Old 9th May 2012, 10:34 AM   #10
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I suggest two weeks after sending your first email. That is enough time to give them chance to respond to your mail.

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