How many times should i send out my advertisment by mail?

16 replies
So i'm done buying mailing list i sell for a roadside assistance company and have found it eaiser to make my own mailing list. Anyways my question is how many times should i send my advertisment out around my city by mail?

I've heard it can take up to 10 times before a person makes a decison on whether or not to buy the product or service.

I was going to send out 100 of benefit postcards to the same people for 10 weeks. and if someone buys then just take them off the list,

But I have three questions

1. How many times should i send out the benefit postcard to the same people?

2. What's the best day to mail since it's local?

3. Is it okay to just put current resident for a name on the back of the postcard?
#advertisment #mail #send #times
  • Profile picture of the author rritz
    Hi I am not so very hot on sending out mailings multiple times, because for myself, if I get unwanted ads into my mailbox I get annoyed and if I get the same one ten times subsequently I'd probably hate your company and never buy from you just because of that ..
    but that's just me.
    {{ DiscussionBoard.errors[10741029].message }}
  • Profile picture of the author animal44
    Originally Posted by Fitnessfreak158 View Post

    I've heard it can take up to 10 times before a person makes a decison on whether or not to buy the product or service.
    That's rubbish... If you don't get a response from the first mailing, it's very unlikely that you'll get any response from subsequent mailings... and you'll be wasting your money...
    Signature

    People say nothing is impossible, but I do nothing every day.
    What I do for a living

    {{ DiscussionBoard.errors[10741043].message }}
    • Profile picture of the author savidge4
      Originally Posted by animal44 View Post

      That's rubbish... If you don't get a response from the first mailing, it's very unlikely that you'll get any response from subsequent mailings... and you'll be wasting your money...

      Speaking of rubbish ( ok half rubbish ).... look you don't want to send it once a week... once a month maybe. a mailing such as this is about timing. be it they had the need for the service OR they were talking to someone and they had it. The same in my case with Directv mailings. multiple mailings over and over.. some mailings get sales, some get a lot, and others fall flat. Its a matter of being at the right place at the right time.


      You really need to do some small mailings and get the message right. Out of say 100 mailings in theory you should get at least 1 bite. if you are sending out and getting nothing in return, you need to adjust the message until you get it right. From that point.. that is where you scale the delivery of the message. Decrease your per piece cost and start in with EDDM type mailing.
      Signature
      Success is an ACT not an idea
      {{ DiscussionBoard.errors[10741865].message }}
  • Profile picture of the author Claude Whitacre
    Originally Posted by Fitnessfreak158 View Post

    How many times should i send out the benefit postcard to the same people?
    You see how much profit each mailing makes. You stop mailing to the same list, when it stops being profitable. Every mailing should make a profit.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
    {{ DiscussionBoard.errors[10741048].message }}
  • Profile picture of the author bob ross
    I have never seen a successful MCA or alternative to AAA type roadside assistance mailing and I have printed/mailed many over the years for people, if that helps.
    {{ DiscussionBoard.errors[10741372].message }}
    • Profile picture of the author animal44
      Originally Posted by bob ross View Post

      I have never seen a successful MCA or alternative to AAA type roadside assistance mailing and I have printed/mailed many over the years for people, if that helps.
      Interesting. Do you have any theories as to why...?

      Brings to mind that we used to receive lots of postal mailing from roadside assistance companies but lately there have been none. Possibly coinciding with this is every car insurance policy has basic roadside assistance included. I suspect that here in UK, the insurance companies have figured out a targeted JV with insurance companies is far more cost effective than their own independent campaigns...

      If this isn't the case in US, then maybe OP should be looking at brokering JV deals with car insurance companies...
      Signature

      People say nothing is impossible, but I do nothing every day.
      What I do for a living

      {{ DiscussionBoard.errors[10742281].message }}
  • Profile picture of the author umc
    Man AAA sent me a huge packet the other day, one if the nicest mailers I've ever seen, and I'm already a member. I should have posted it here just for kicks.

    You'd have to really have something that crushed their offer to be taken seriously at this point.
    Signature

    Simple "pay what you want" life coaching services online.
    Get out of your own way in business. It's personal. Click Here

    {{ DiscussionBoard.errors[10741456].message }}
  • Profile picture of the author Claude Whitacre
    Originally Posted by Fitnessfreak158 View Post


    I've heard it can take up to 10 times before a person makes a decison on whether or not to buy the product or service.
    I missed this before. Yes, it's possible to get customers after the tenth mailing. You may even snag them after the 100th mailing.

    But direct mail results always go down with repeated mailings. They never go up. In the entire direct mail industry, I don't think there was ever an exception.

    So, you keep mailing with ever decreasing results...until it's no longer profitable. But repeatedly mailing a direst mail piece to the same people, hoping that the results will improve with repetition....is a beginner technique that never works.

    And if you do a direct mailing to a list, and it isn't profitable? Repeating that mailing to the same list, is silly. Results always decline.

    If advertising results improved after several mailings...you would forever be getting the same direct mail piece, from the same people. And nobody would ever change their ads.
    Signature
    One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

    "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
    {{ DiscussionBoard.errors[10742525].message }}
  • Profile picture of the author marciayudkin
    But direct mail results always go down with repeated mailings. They never go up. In the entire direct mail industry, I don't think there was ever an exception.
    Actually, there is an exception. If there's a very high priced item you are selling and you need only one buyer to make an enormous profit by mailing, then it may be smart to keep mailing until you get that one buyer. For example, selling a house - if you happened to have a list of very targeted prospective buyers.

    Actual real-life example: I had a client in the robotics industry who used a postcard mailing strategy that I recommended, and he mailed a couple of hundred postcards a couple of times to a list in his industry that he had hand-compiled. He eventually received just two responses. One person gave him a project worth $40,000 and the other gave him a project worth $200,000.

    So, you need to know the break-even point and possible upside before you calculate how many mailings to the same list it makes sense to do.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
    {{ DiscussionBoard.errors[10742604].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by marciayudkin View Post

      Actually, there is an exception. If there's a very high priced item you are selling and you need only one buyer to make an enormous profit by mailing, then it may be smart to keep mailing until you get that one buyer. For example, selling a house - if you happened to have a list of very targeted prospective buyers.
      Marcia Yudkin
      Your example isn't an exception. Yes, if you are looking for one sale or two, you can get it after multiple mailings, where you didn't get that sale before.

      But the odds of selling it on the first mailing were actually greater than on each individual subsequent mailings to the same list.

      I bought an expensive course on the 22nd mailing I got (I can't remember the company). But they received more orders on the first mailing, even though I wasn't one of them.

      It was just still profitable for them to mail to the non-responder list I was on.

      Where many mailers get confused (Not you) is that the total number of sales increases with multiple mailings, but the number of sales from that specific mailing, decreases with repetition.

      We are talking about the exact same offer to the exact same list.


      Your examples seem like exceptions, but the probabilities work out exactly the same.

      For example;

      First mailing, 1% odds of that one person buying from you.
      2nd mailing, .5%
      3rd mailing, .45%
      4th mailing, .4%

      And on down it goes. But by the tenth mailing, you may have a cumulative 5% chance of that one person responding. And by the 30th mailing, a 10% chance.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
      {{ DiscussionBoard.errors[10742640].message }}
  • Profile picture of the author marciayudkin
    We are talking about the exact same offer to the exact same list.
    Same offer? In my examples, not exactly. In certain circumstances, I recommend repeated mailings to the same list with a different angle on the offer in each mailing. This way, the odds can increase with repeated mailings.

    For example, if you're selling roofing services, mailing #1 can emphasize the benefit of increased resale value, mailing #2 can talk about increased safety and mailing #3 can discuss cost-effectiveness - but all with the same offer.

    The repetition increases familiarity, and the different pitches increase the odds that one of the instantiations of the offer will hit home.

    I don't disagree with your analysis, but that is not the only way to handle repeated mailings to the same list for the same item/service/program.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
    {{ DiscussionBoard.errors[10742664].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by marciayudkin View Post

      Same offer? In my examples, not exactly. In certain circumstances, I recommend repeated mailings to the same list with a different angle on the offer in each mailing. This way, the odds can increase with repeated mailings.

      Marcia Yudkin
      Marcia;

      Of course, that's how you would do it. Every mailing has a different appeal, a different reason for buying.

      But beginners that hear about sales from multiple mailings...think it's the exact same mailing. I was trying to dispel that fantasy.

      And they also think that multiple mailings increase the odds of a sale, in that specific mailing. They are told that by advertising sales reps.

      Every sales rep I ever had told me that "you need to advertise 5 (or 7) times, to get a result"

      But my ads were always the most profitable, the first time they ran. That's why I kept changing them, to appeal to different segments of the people who didn't buy before.

      Good stuff. I'm a fan of your work.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
      {{ DiscussionBoard.errors[10743600].message }}
  • Profile picture of the author Gallag97
    people generally don't want emails they don't need so keep it to a minimum and focus on other methods of advertising.
    {{ DiscussionBoard.errors[10742672].message }}
    • Profile picture of the author umc
      Originally Posted by Gallag97 View Post

      people generally don't want emails they don't need so keep it to a minimum and focus on other methods of advertising.
      Nailed it! I'm not sure what it is, but something happened here. I guess email is a type of mail.
      Signature

      Simple "pay what you want" life coaching services online.
      Get out of your own way in business. It's personal. Click Here

      {{ DiscussionBoard.errors[10742739].message }}
  • Profile picture of the author sweetcrabhoney18
    I read sending 5 of a similar offer works. But I'm thinking in real estate . I would think EDDM would work better but I'm unsure of your market.

    Best of luck.
    Signature

    keep moving forward

    {{ DiscussionBoard.errors[10743927].message }}
    • Profile picture of the author Claude Whitacre
      Originally Posted by sweetcrabhoney18 View Post

      I read sending 5 of a similar offer works. But I'm thinking in real estate . I would think EDDM would work better but I'm unsure of your market.

      Best of luck.

      I don't mean this personally.

      But I've heard this so many times. It takes these variations;
      "It takes 5 closing attempts to make a sale"
      "They need to see your ad 5 times before they by"
      "It takes 5 calls to make a sale"

      Here is where this came from;

      In the 1950s, an advertising agency used a Focus Group to test a brand name. They found that the average person had to see the brand name 5 times, before they would remember it.

      That's it. That's where it came from. Just remembering the brand name. Not buying, not closing, not number of ads...it was 5 times hearing the brand name.

      And somehow, this got picked up in various advertising and sales training programs...and became Gospel.


      Humans.
      Signature
      One Call Closing book https://www.amazon.com/One-Call-Clos...=1527788418&sr

      "Those who know that they are profound strive for clarity. Those who would like to seem profound to the crowd strive for obscurity" Friedrich Nietzsche
      {{ DiscussionBoard.errors[10743937].message }}

Trending Topics