A major tenet of success with marketing is repeat exposure. Depending on who you ask, or what you read, it takes anywhere from seven to eleven exposures of the same message to induce a response. That’s why you see the same television commercial over and over. It’s not in case someone missed the first, second, or twenty-fifth showing: it is because savvy marketers know it takes time to get your message across. So, if your direct mail strategy consists of only one or two mailings, consider increasing it. Do not make the mistake of thinking people will become irritated at receiving multiple mailings. In today’s world of information overload, it takes multiple ‘touch points’ to break through the clutter and achieve what is termed ‘top of mind.’ Remember too to keep your message simple and consistent, or your target audience may consider each mailing they receive as though they’re hearing from you for the first time.

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