It’s a very common cry that applies to both direct mail and advertising generally these days. Sales seem to be static and not increasing, even though companies are spending more on marketing and even becoming more creative in their copy or offer.
You have read about key factors in the past regarding a successful campaign:
- A good, highly segmented mailing database
- Superb creative with a real WOW factor
- A compelling, highly relevant offer
The Forth Element – Sequencing
There is a forth, often overlooked element to a successful direct mail campaign – Sequencing.
Here is a quick interesting little statistic.
Statistics show most sales take at least 5 contacts with a client or prospect. In fact, 80% of sales are made on or after the fifth contact. Many sales people never make it to 5. A lot of them stop trying to connect after the first or second attempt. Even worse if a client DOES buy most sales people don’t bother with any follow up communication.
So too in direct mail, and particularly with email campaigns where it takes longer to get to the order phase. Direct response mailing is there primarily to sell something – One mail-out or sales letter to a new prospect simply isn’t enough! It needs multiple efforts/visits, but in a highly planned, sequenced manner.
If you or your company would like help in your direct mail efforts contact us.
We are always happy to help.
http://ecoastgraphics.com/contact.htm
