Baker Goodchild follow up in direct mail

How Important is Repetition and Campaign Follow-up in Direct Mail Success

In News by olga

Repetition need not be feared; repeating successful campaigns should never be a problem, there just needs to be a degree of innovation and tweaking.

Successful businesses know that vital to their success is customer relationship management (CRM). Repeated contact is important and can be through various methods, e.g. face to face, by phone, online, through advertising and of course by direct mail. Even better would be to engage in a combination of methods with meaningful, educational and informative marketing that the customer will actually want to receive.

In this article we explore the power of repetition and the role direct mail has to play.

Humans love repetition

Humans love repetition; our brains are programmed to feel comfortable with anything we recognise (that’s never done us any harm). Consumers respond well to marketing messages from brands they know. With direct mail repetition has proven to be successful. A “vanilla” approach could be taken and the same mailshot could be sent repetitively over time to the same database. This approach could work but it would be much better to vary the campaign and build/follow-up on past mailshots.

A little variation adds spice, sparks interest and will help to reinforce the brand. One way of varying the mailshots could be to vary the type of mail sent, e.g. one time send a postcard, the next time send a letter, etc. Varying offers and deals included in mailshots is sensible, so there is always a reason for the recipient to look to see what offer is included this time.

Multi-channel repetition and brand reinforcement

We’ve discussed this before but don’t mind saying again that multi-channel marketing campaigns are effective. For example backing up a TV campaign with a direct mail piece would be an example of repetition which has proven effective for many charities – particularly around themed campaigns. Other examples of multi-channel repetitive marketing could include email marketing, web PPC advertising, radio advertising, billboard posters, magazine / newspaper advertising, etc. The key point to remember is that integrated marketing campaigns work best and maximise visibility of the brand across a range of marketing channels, direct mail is an essential component of this approach.

Contacting Baker Goodchild

At the risk of repeating ourselves! We are sure you now appreciate even more the power of repetition. To kick-start your direct mail campaign and discuss the power of a structured long-term approach get in touch.