Tweet

How Often Should You Repeat a Mailing?

Written by: Paul Tobey

Article Overview: Measuring the specific results of the same mailing can show you the impact of how multiple impressions to the same list can have vastly different results.

How Often Should You Repeat a Mailing?

I am often asked this question and usually my answer is at least 2 or 3 times if it works the first time. I will explain why in a moment.

Here are some specific results that I think illustrate the impact of multiple impressions of the same advertisement to a single list.

Dick Larkin, The Yellow Pages Commando (If you haven't subscribed to his newsletter, you're missing a gem.), and I did a teleseminar in April. We both sent invitations to our respective readers. We received a total of 226 registrations.

The first invitation went out 2 weeks before the teleseminar. From this first round we received 31 registrations, which turned out to be only 13% of the registrations. We waited a week and then did a daily invitation for 4 days. The last invitation being sent on the day of the teleseminar.

Here's what happened. The second invitation created 23% of the registrations, the third created 43.8%, the fourth brought in 12.3% and the 5th brought in 5.3%.

So what do we learn from this?
1. If you only send a mailing out once you are only getting a fraction of what's possible.
2. Repeated mailings generate a classic bell curve of responses.
3. Mailing that arrive fast and furiously don't negatively affect customer relationships and in fact increase your business.

So if you do direct mail, e-mail marketing or any other kind of direct response, don't sell yourself short by only sending out one round of advertising. If you want to find out what all the excitement was about, and why so many people registered for the seminar, you get the whole teleseminar at http://ypcommando.com/ssmart1.html

Related Articles
  Mailing List for Affiliate Marketers
  Why Every Online Business Should Have A Mailing List
  Selecting the Right Mailing List
  Which One is More Important – Product or Mailing List?
  Mailing List for Affiliate Marketers

Article Tags:



Related Forum Posts
Re: Eng Lit Academic Site Up For Review - Hi Dave, - The font for the text on the left, the welcome message, is too small. - The copy can be a bit stronger, esp. if i'm going to be purchasing Eng Lit essay. - Mailing list subscription module doesn't really say what's in it for the subscriber. What am I subscribing to? What's the value? - Ad placement of the Amazon widget is questionable. Why the repeat and why the vertical misalignment? - Too much padding on both sides too little room in the middle for crucial information. - Essays on the navigation bar should probably be second from the left. Just my humble opinion. I think the information organization and presentation can be done a bit better.
Re: Success - I study success intently, and would like to share: Here's two excellent and nearly identical success-formulas from a couple of the world's masters. FIRST FORMULA: 1. Passionate Desire 2. Clear, Definite Purpose 3. Committed Decision 4. Take Action In Faith (Bonus Secret Sauce: 5. Repeat Consistently) I made a video about this, but am not allowed to link it yet. Google "Ryze Success Steps" for it. Oh, and this is Napoleon Hill's (Master Of Success Laws)'s Formula. SECOND FORMULA: 1. Passionate Desire 2. Understand It Is Already Done (Faith) 3. Relax & Allow It To Unfold (Go about your life calmly) This one is courtesy of Abraham-Hicks (inspiration for the movie The Secret). Hope that helps!
Attention grabbing Mailers - I wrote earlier that I was doing a Direct Mailing to two Joint Venture Partners lists as an endorsement. Since the customers are receiving the mail on envelope letterhead/logo there is a higher chance that the mail will be opened and read. Lately I've been fascinated with the psychology behind persuasion and grabbing people's attention thru media. Some examples: - printing your business card on a $2 Coin (it looks similar to a $2 coin in color and size but has your details on it) - printing your sales message on a letter that looks like a paper diner tablemat - writing "photo enclosed - do not bend" on the outside of an envelope - sending a decision-maker e.g. CEO/CIO a walkie talkie asking them to contact you to get the other piece - sending someone a cellphone that is blocked from making calls but can receive a call and advise the client that he/she will be contacted at a particular date and time - if the time is inconvenient they can call you immediately instead. - write on the outside of an envelope a high perceived item as a free gift. e.g toyota sent a mailer to anyone that purchased a toyota with a statement on the outside saying "Free Second Car Inside". It was infact a way to get people to signup thier details online and in return they would get an exact miniature replica of the car they had purchased. I'd like to brainstorm other ideas you may have heard of or have tried and received results. Thanks.[/list]
Re: Eng Lit Academic Site Up For Review - Thanks everybody for checking it out and commenting. [quote="Ringo So":30pfwfbu] - The font for the text on the left, the welcome message, is too small. [/quote:30pfwfbu] Good point! [quote="Ringo So":30pfwfbu] - The copy can be a bit stronger, esp. if i'm going to be purchasing Eng Lit essay. [/quote:30pfwfbu] Another good point! [quote="Ringo So":30pfwfbu] - Mailing list subscription module doesn't really say what's in it for the subscriber. What am I subscribing to? What's the value? [/quote:30pfwfbu] At the moment there is little in it for the mailing list subscriber beyond getting added to my mailing list and getting updated whenever I post a new essay... You are right - I need to offer something here. [quote="Ringo So":30pfwfbu] - Ad placement of the Amazon widget is questionable. Why the repeat and why the vertical misalignment? [/quote:30pfwfbu] The two Amazon wheels offer different books - left wheel = "My Picks" i.e. my favourite Shakespeare DVDs (so I ought to make that clear) and the right wheel = "Shakespeare Manga" (comic versions of Shakespeare). Vertical misalignment is a result of having unequal amounts of info in the two columns. [quote="Ringo So":30pfwfbu] - Too much padding on both sides too little room in the middle for crucial information. [/quote:30pfwfbu] Hmm. Maybe just one side column would be enough... [quote="Ringo So":30pfwfbu] - Essays on the navigation bar should probably be second from the left. [/quote:30pfwfbu] Good point. I tend to think of the centre as being the most important place, but that's not what the heat maps say! [quote="Ringo So":30pfwfbu] Just my humble opinion. I think the information organization and presentation can be done a bit better. [/quote:30pfwfbu] Well, it is a work in progress! I'm aiming to get the core product of six or seven essays uploaded by the end of March. I'm thinking about converting it to a 100% Wordpress site. Part of the problem is that I don't think I have established who exactly my target audience is. Post-grad researchers, or undergrads looking for essay ideas, or anybody with an interest in Shakespeare and wanting some entertainment as well as serious academic content... Anyway, thank you for the suggestions. DH


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How To Improve Your CTA (Call To Action)

Living on The Edge of Chaos...

10 Steps to a Great Support Team

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.