Aug 31, 2010
12 Steps to Direct Mail Success - Step 12: Send, Send Again
By this point in the 12 Steps to Direct Mail Success you have all of the tools you need to create mail pieces that generate great results. Once you've done that, the final step to ultimate direct mail success is simple: keep on mailing.
Think about how many times you get renewal notices on your magazine subscriptions. Why do publishers send what seems like 50 million mail pieces asking for your renewal? Because repetition works. As John D. Rockefeller said, "I do not think there is any quality so essential to success of any kind as the quality of perseverance. It overcomes almost anything, even nature."
Put the "Send, Send Again" principle to work for you in three ways.
1) In the course of a single campaign, continue sending mail to non-responders. Statistics show that a small percentage of sales are made the first time you contact your prospect. A greater percentage are made on the second, third, and fourth contacts. But the largest percentage of prospects become customers only after you've mailed to them five times or more.
On your second and subsequent mailings to non-responders, escalate your call to action and the urgency with which you're asking recipients to respond. In your final mailer, tell the recipient that this is the last time you will mail this offer to them (that may be just the little kick they need).
2) Develop a direct mail system for communicating with customers through the sales cycle. Your first communication asks unknown prospects to step forward and show interest. Your second mailer thanks them for the interest and recommends they become a customer. Your third mailer thanks them for becoming a customer and suggests additional products and services they may like to try. And so on.
3) Unless a customer asks, never stop mailing to her. Your best prospects are your current customers. Even if a customer hasn't bought from you in a while, maintain your relationship by sending periodic mail - maybe an announcement about a great new product or service he may be interested in or maybe a simple card on the anniversary of the date he became a customer. . . the point is to stay in touch.
Click2Mail makes it easy to create automated systems for staying in touch with your prospects and customers - you can schedule mailings in the Click2Mail system up to 180 days in advance.
As direct response copywriter Ivan Levinson said, "Keep on mailing until you stop making money. Unless you keep getting back to your prospects and customers, you may be leaving money on the table. A lot of money."