Direct Mail Yellow Letter Questions
Hello BP Community!
So, I've started mailing to potential customers. My questions are thus:
- How frequently should I mail?
- How many times should I mail one particular lead?
Example: I sent a yellow letter to a customer today. Should I wait until two weeks from now to send the next and then send every two weeks for a total of (7) letters?
Thanks,
Most dmers do it on a 4 week to monthly basis 6 times. You want to be consistent but you don't necessarily want to spam the potential sellers. But then again, there really is no wrong or right way to do it. All it takes is the seller being in the right frame of mind, and opening up your mail piece or viewing your post card and seeing a solution to their problems. So really it doesn't matter how many times you mail them, but it does increase your chances that you will catch them at the right moment with the right message.
Agreed, most people I know are on a 4-6 week rotation, and touch a seller multiple times (5-6) so that they can either be the mail piece that hits at the right time, or so that you can start working your way into their sub-conscious.
Most people I know mail every 3-4 weeks some as often as every two weeks. Some people will mail the same list 5-6 times and others will mail every 3-4 weeks forever until they get a deal or a "leave me the hell alone".
Mailing frequency is about 3-6 weeks depending on the market conditions.
I never stop mailing. I'm getting deals after the 15, 16, 17 touch likely because everyone else stopped mailing.
@Account Closed
Good advice above. Just to add my 2 cents: I would recommend sending a campaign of 5-7 different pieces, 3-5 weeks apart from each other. Follow ups are key as the average person takes 3-5 touches before picking up the phone to respond. Keep in mind also that you will want to re-evaluate your list after 6 months or so.
Thank you all for your response.
If folks are mailing 5+ times to a single individual, how does each message differ from the prior mailing?
I would start slow and see how much the phone starts to ring. Keep increasing your mailings until you hit a number of inbound calls you can handle. You don't want to be in a position of paying to make the phone ring and be too overwhelmed to talk to sellers. Then it's just a waste of money.
@Neil Henderson Have you seen this happen before? I can't imagine that people would take all that time and money just not to answer the calls when they come in.
One of the things that helps if you are mailing multiple times to the same individual is not necessarily changing the message, but changing the appearance of the mailer. For example, sending a postcard then a yellow letter, then a typed letter, then a greeting card, then a zip letter, etc. By changing the packaging you can send roughly the same message over and over but the likelihood of your message being read each time does not decrease since the format looks new to the recipient each time.
Thank you all for your feedback.