Be Consistent If you sit down to watch TV one night, you’re bound to see the same car commercial five or six times. Ad agencies have spent billions of dollars studying consumer behavior and have found that it takes multiple impressions to generate response to a marketing message. The same is true with direct mail: sending one mailer simply won’t get the results you want. You must mail to the same person repeatedly and consistently to get their attention, reinforce your message, and ultimately drive a conversion.

Consistency with Customers

You have probably heard the business axiom "it costs five times more to attract a new customer as it does to keep an existing one." It is vital that you maintain consistent contact with your customer base because they are often not only your strongest driver of sales, but also of new customers. Since they have already tried your products or services, they are much more responsive to your marketing efforts. And, assuming they like your products or services, they are likely to refer friends, family and colleagues.

Maintaining consistent contact with your existing customers can be done through monthly or quarterly postcards including updates on new products or services, seasonal promotions (based on their known purchase habits, of course!), or simple “keep-in-touch” postcards like holiday greetings. As we mentioned at the beginning of this guide, particularly in an industry such as real estate, where clients may go several years before they need your services again, a regular keep-in-touch campaign is an absolute must.

Consistency with Prospects

When you’re marketing to prospects, it is important to maintain a simple, direct approach, focusing on three things:

1. Product / Service Overview
2. Introductory Offer
3. Clear Call-to-Action

How often you mail to prospects will, of course, depend on your specific business, but in general, we recommend starting with a high-touch series of 4-6 mailers over 6 weeks. Those prospects that convert in this initial campaign can be moved to your customer database, while those that remain can be transitioned into a slower mailing campaign. You may wish to re-evaluate and fine-tune your messaging before continuing to mail to prospects that didn’t convert in this first cycle.

Campaign Mailers Made Easy

expresscopy.com understands that managing a campaign can be very time-consuming, which is why we allow you to pre-schedule as many mailers as you would like up to a year in advance. Simply load your address list(s), postcard design(s), and select the dates that you want us to begin each mailer. When the scheduled date arrives, expresscopy.com will automatically print, address and mail your postcards. The best part is that you don’t have to pay for all of the mailers up front – you will only be charged when each mailer is sent to the post office.

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