Marketing Strategies: Top Frequency Direct Mail

The owner of a media company in a regional market, has written this question on direct mail strategies for the introduction of a new product:

"If you had a choice of mailing to the community than once (maybe twice) list for some communities than two (maybe three or four) times, what do you recommend?"

In all but a few situations, our answer to this question is about to "go with frequency." It 's essential that your mailer to be during the critical period of time in which the customer is interested in your product. And no one knows when it will be.

For example, you can have the best offer on the dishwasher in the state, but your offer will barely register as people sort their mail ... known until the month comes when their old car is beginning to lose, or are preparing to sit down with their contractor and the spec kitchen renovation. If you have been mailing on a consistent basis, the offer will probably get their account. If you submitted only once, have probably forgotten.

Of course, while the frequency is a key, you will not do any good to post the lists frequently incorrect or wrong listing segments. That's where the test mail list comes in.

You might consider doing a first, extensive mailing lists to different segments and carefully monitoring the response to the initial mailing. (Make sure your employees know to ask customers who call or come to your shop as heard about the new product.) In the case of particular segments of the initial mailing perform better than others, and your budget is limited mailing, please follow a program of frequent mailings for those top-performing segments rather than one mailing list to add wider.

Segmentation and test lists is an art, and much of it is influenced by how well - and your broker list - know the lists you are using. It 'important to have direct marketing consultants who claim they can help customers customize the right lists to find the right buyers .......