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This question is often asked when we are speaking to
new clients who have never run a direct mail
piece.
Direct Mail Campaigns are a progression of
repetitive mailings (postcards, shared envelope,
letters & envelopes...) directed to the same audience
for the strategic purpose of attracting and keeping
new business.
If you are not mailing repetitively you are wasting
your hard earned money! Prospects ask all the time,
“Why do I need to mail more than once? If it works
the first time I will mail all the time.”
Well, consumer’s psyche and buying patterns do not
work that way. Many consumers do not mentally “get”
what you are trying to sell them until they see the
same advertisement 3, 4, or even 5 times. Could you
imagine what the sales results for Vonage would be
if they only advertised their silly yet catchy TV
commercial only once? When you mail your
advertisement to the same people repeatedly you’re
chances of them buying your product and service
increased exponentially. Consumers keep the
postcards or shared-mail advertisement for days,
weeks, even months once they perceive a need for
your product or service. (I had a plumber once tell
us he saw his 8 month old ad taped to the water
heater of a new client’s home).
If you are not prepared to mail more than once or
even twice you probably should not mail at all. You
may hit a homerun the first time but chances are you
will not.
If you have any questions or would like further
information on Money Mailer of Atlanta’s postcards,
shared-mailed advertisements or any other direct
marketing please feel free to call us at
770-924-8526 or visit our website at www.moneymailer.com
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