B2B Direct Mail - best delivery day???

6 replies
Just wondering if anyone has done split-testing on the best day to deliver a direct mail package to small/medium businesses?


Obviously I'm going to test, but my gut feelings are:


Tuesday and Wednesday


Monday is less effective because most people are still in a 5hitty mood at having to go back to work after the weekend, and Thursday seems to be the start of the weekend for most people these days.


Friday? People's minds are just elsewhere, especially after 11am, which is when most of the mail gets delivered here in the UK.


It goes without saying that there's no other changes to the mailing package.


I'm just looking for feedback on the most responsive delivery day, and I'm happy to be proved wrong on my assumptions...
#b2b #day #delivery #direct #mail
  • Profile picture of the author Paul St Jacques
    There are so many variables to deal with when it comes to direct mail. If you're sending to a medium sized business, you might be dealing with a mail room and your package might not get to your intended person on the day you want it to.

    If you're mailing within a specific area it's easy to accurately predict delivery times, but when doing a national campaign it all varies.

    I try to mail out at the end of the week, so that it gets delivered sometime at the beginning of the next work week.

    Direct mail isn't like email, where it'll get lost in 2 seconds flat in a flurry of other emails. It's not uncommon for someone to keep a mail piece on their desk to look at the next day, or the following week. With email, your chances of them looking at it again is more slim.

    If you're worried about Mondays, this will depend on how it works where you live, but most of the time mail gets delivered late morning, early afternoon. People are usually in the swing of things by then, and aren't dealing with all the Monday morning hecticness anymore.

    You mentioned mailing a "package" - if it's intriguing enough they won't toss it aside no matter what day - especially if you send a big box of stuff, Dan Kennedy style.
    {{ DiscussionBoard.errors[9990702].message }}
    • Profile picture of the author The Pines
      Originally Posted by Paul St Jacques View Post


      You mentioned mailing a "package" - if it's intriguing enough they won't toss it aside no matter what day - especially if you send a big box of stuff, Dan Kennedy style.


      Not a 'package' for the first mailing piece - that's for the follow-up!
      {{ DiscussionBoard.errors[9990949].message }}
      • Profile picture of the author MichaelWinicki
        Originally Posted by The Pines View Post

        Not a 'package' for the first mailing piece - that's for the follow-up!
        Yep.

        They would either need to be a warm prospect to merit a large package OR I would need very large profit-dollars to justify the investment going to leads that were one step away from being cold.

        I did a $5 package to leads that requested a free report and it was a money losing proposition for me.

        I needed to boil my list down even more.

        Live and learn.
        {{ DiscussionBoard.errors[9990992].message }}
  • Profile picture of the author MichaelWinicki
    Tuesday, Wednesday or Thursday are my preferred days for clients receiving my mail.
    {{ DiscussionBoard.errors[9990835].message }}
    • Profile picture of the author The Pines
      Originally Posted by MichaelWinicki View Post

      Tuesday, Wednesday or Thursday are my preferred days for clients receiving my mail.


      Hi Michael,


      Do you find a 'best' day from within that range? Tuesday over Thursday, Wednesday over Tuesday, etc. ???


      I think you mentioned in an older thread that you provide marketing services to small / medium businesses - are these the results you are referring to?


      Thanks again
      {{ DiscussionBoard.errors[9990943].message }}
      • Profile picture of the author MichaelWinicki
        Originally Posted by The Pines View Post

        Hi Michael,


        Do you find a 'best' day from within that range? Tuesday over Thursday, Wednesday over Tuesday, etc. ???


        I think you mentioned in an older thread that you provide marketing services to small / medium businesses - are these the results you are referring to?


        Thanks again
        I would choose Tuesday as being the best day overall.

        And yes, I base that on dealings with brick-n-mortar businesses.
        {{ DiscussionBoard.errors[9990984].message }}

Trending Topics