You have likely heard time and time again that consistency and frequency are of utmost importance in any direct mail effort. Wondering how “frequent” and “consistent” are defined? Take a look at today’s quick tip.
Consistency is key. It takes 7 to 12 touches to forge memory of a message and/or to motivate action. Solo mail seldom works. Frequency also makes the difference. It has been proven that at least 6-7 impressions over a short period of time are necessary to generate awareness. The fact is that you will experience better results by mailing the same 100 people 6 times than you would by mailing 600 people once.