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The Purpose of Repetition in Direct Mail Marketing
Of all the guidelines we stress when discussing the best practices of direct mail marketing, maybe the most underrated of those principles is repetition. We talk so much about list building, getting the right copy, colors and design, and of course targeting, but repetition plays just as crucial a role in executing a successful direct mail marketing campaign as any of these other guidelines.
The thing is, you may not even realize to what extent repetition can help your business. It extends far beyond just keeping your business top of mind. There are both short-term and long-term benefits to repetition that can help build the relationship with your customers.
Think About Your Customers First
Here’s the thing about statistics: the only stats you should worry about are your own. Sure, we can pull studies and show research that reflects the median of how all companies have fared when it comes to their direct mail efforts. But those stats shouldn’t matter much to what you’re trying to accomplish. The only stats you need to be thinking about are your previous numbers and what you can do to improve those.
And that goes for repetition, also. When mailing to your customers or your targets, you have narrowed down the audience to either those who are already interested in your product or those who you assume will be interested in your product. Measure your results for these targets only, no one else’s.
Repetition Isn’t Just a Reminder
For those businesses that are repeating direct mail marketing campaigns, don’t reduce your impact to simply keeping your company or a specific product top of mind. Yes, there is certainly a familiarity factor at play, but repetition in direct mail marketing is more about relationship building than anything else.
Sending out mailers several times to remind customers of a specific event or sale is a function of repetition that shouldn’t be overlooked. But think about how those mailings impact the consumers’ relationship with your brand long term.
Looking at repetition from that perspective should actually change how you go about your campaigns. In fact, it shouldn’t take a specific sale or event for you to be sending out any direct mail marketing pieces. You should consistently be communicating with your customers, both the ones you already have on your list and potential targets, at regular intervals throughout the year.
What maintaining this communication through repetition actually does is prepare the customers. And when they are ready to make a purchase, your company will have already engaged to the point where they feel comfortable choosing your product because you have built that trust.
We’ve seen this work time and time again with our clients at Macromark. The impact of repetition is unquestionable, and our clients have experienced much success in maintaining consistent and ongoing communication.
Macromark can help get that communication started with a targeted list. Get in touch with us now at 1-845-230-6300.
David Klein
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