How to Determine the Ideal Direct Mail Frequency
The Importance of Direct Mail, Determining Its Frequency, and Pairing It With Multi Channels to Better Optimize Your ROI
What To Consider Before Focusing on Direct Mail Frequency
Let’s start with an easy one. What are postcards, exactly? A postcard is a relatively small, single sheet of paper, typically applied with a special protective coating that improves its durability. Postcards can be printed on the front, back, or both, and are traditionally used as an inexpensive, convenient piece of mail.
Perhaps most commonly, postcards are used as a marketing material. It’s highly cost effective and convenient for companies to design and send out postcards to thousands, or even millions of people. You can also find postcards in most gift shops and tourist attractions around the world, since mailing a postcard home is a common activity.
Direct Mail Best Practices to Follow to Maximize ROI
A good rule of thumb for direct mail best practices is to send three different mailers to each person. This creates a more concrete presence in the home and makes your business more memorable.
Another good rule of thumb includes providing a personalized URL or QR code. Using a direct mail system ensures you are more likely to get your foot in the door of clients. And when paired with the digital piece, you are more likely to initiate action from your clients.
In addition to motivating this action, you are also able to track the clients who are responding and are able to better personalize their online experience. This personalization allows for a better understanding of your target audience, what mailers they respond to, and what demographic they represent.
The personalized URL codes (PURL) include the name of the client. A PURL like MarySmith.CompanyName.com piques interest and causes a lead to be more prone to action. Because each mailer is associated with a client, you are able to get direct and immediate leads. This connection also enables you to determine and view how effective your direct mail campaign is.
These practices have been adapted in response to the success of the QR code that became popular during the pandemic, and is proving to be a vital component in continuing to market to clients and potential clients.
What Is the Ideal Direct Mail Frequency?
When determining how often you should send direct mail, it is important to consider a few key elements. First, make sure you are not sending your mailers at an annoying pace. Most individuals don’t tend to check their mail every day like they would their email.
A good rule of thumb for sending direct mail is to do so no more than once per week, with the ideal being every 21 days. Of course, this 21 day rule is dependent on any promotions and campaigns you are running. In addition to this frequency window, you don’t need to send unlimited mailers to the same location. The most effective mailers are sent three times, with variation in presentation and content.
The PURL allows you to track which mailers have the most effective returns or pique the most interest for your business. By tracking these leads that translate to more online traffic, you can better plan for future campaigns and mailers as you view in real-time which creative designs speak most to the client that leads them to action.
In addition, with these real-time numbers, you are also able to better determine the effectiveness of your mailing campaigns. When your mailers are not accompanied with this key piece, you may not see the true reach of direct mail, as clients will access your webpage via Google search or other means. With a more clear picture of your direct mailer success, you will be able to better optimize your marketing fund.
Establish your personalized flyers today, and see a significant increase in leads!
Utilize Multichannel Marketing in Your Direct Mail Best Practices
Surveys have demonstrated that over three-quarters of clients and potential clients prefer to receive direct mailers versus online mailers via email and other means. This means that if you are a serious competitor in the market, you need to be using direct mail. It is also important to note that direct mail tends to be more trusted than online marketing.
This does not negate the importance of an multichannel marketing approach. By choosing to pair direct mail with online funneling and feeder pages, especially if they have been personalized to the client, your returns will be far greater that just focusing on direct mail or online marketing alone.
Partner With Presort Inc., the Leading Direct Mail Company for Over Three Decades
As the leading provider of direct mail strategies and printing, Presort Inc. offers several direct mail campaign services and key features to our clients. When determining who would be the best fit for your business, always consider what they are offering. If the direct mail business you are working with does not use a multichannel approach to help create more promising leads, then they are behind the times and unable to effectively market your business.
By using our services, you can expect a dramatic increase in your return on investment and make better plans for the future that appropriate your marketing funds more effectively.
Contact us today to increase viable leads and increase your ROI!