A client recently shared an email he received from another marketing firm stating the following:
Shut down your external promotion: Statistically, for the majority of dentists in the US, there is a very distinct increase in risk promoting dentistry to the dental consumer between November 15th and December 31st every year.
(No detail is given regarding the ‘statistics’ they cite).
While the foregoing may be intuitively appealing, our experience and evidence reveal that mailing during the Holidays is just as profitable as during the rest of the year.
Following is a sampling of what our tracking reveals about ‘seasonality’ in marketing (the clients selected are located in California, Colorado, Illinois, Minnesota, Florida, and Pennsylvania i.e. we are not “stacking the deck” by including clients in so called snowbird locations:
For details on the specific practice data comprising the above graph, view Exhibit for 10-11-12 Post.
This is compelling evidence that any correlation between timing of mailings and response is not statistically significant. We do sometimes see a ‘smoothing out’ of response around the Holidays, that is, leads tend to come in over more days than the ‘spike’ we often see following delivery of a mailing drop. This might be explained by the fact that a high quality mailing with an attractive offer has a long half life, that is, the recipient retains the piece and chooses to respond at a later time, but respond they do.
Continuing to feed the pipeline is the best strategy for achieving and maintaining an attractive return on investment in dental direct mail.
by Danny Bobrow