Jul
17
Mail More Postcards or Mail More Often?
Is it better to mail postcards to 5000 different prospects one time or to target the same 1000 prospects five times?
The budget will be about the same for both examples. Here are a few things to take into consideration.
A) Is Your Product Or Service An Impulse Sale?
If you are a Realtor selling homes you need to reach your prospects at a time when they are selling. To do this you need to pick a “farm area” and mail your postcards on a regular basis, perhaps once a month. When the time comes to sell, the prospect will feel comfortable choosing someone who has had a consistent presence.
If you are a pizza shop, you might consider a larger territory, as pizza is a consumer favorite and is often ordered once a week by many families.
B) Are You A New or Established Business?
If you are just starting out, you probably should be mailing to a larger terriorty to “get the word out”. An established business can maintain sales levels by dividing his market area into smaller affordable sections and rotate mailings between them.
C) Is This A New Direct Mail Campaign or One That Has Been Tested?
Response rates can be very predictable once you have tested and fine tuned your direct mail campaign. Be prepared to mail a new campaign more frequently until you’ve established an acceptable response rate.
There are of course other considerations. If you have questions, reply to this blog and I’ll try to answer them.
