Mailing the same piece twice: Should you or shouldn't you? — Business Management Daily: Free Reports on Human Resources, Employment Law, Office Management, Office Communication, Office Technology and Small Business Tax Business Management Daily

Mailing the same piece twice: Should you or shouldn't you?

Get PDF file

by on
in Business Management

Your direct mail piece does well. Really well. Should you mail the same piece again? And when?    

Rule of thumb: Sending the exact same piece to the same list approximately 8 to 10 weeks after the initial mailing usually generates 40% to 60% of the original response.    

How to make the decision: Say you need a 1% response to be profitable. Your initial mailing generates 4%. Half of that would be 2% — double the response you need. So yes, you can safely mail the same piece again.    

Can you mail it a second time? Again, yes. Remember, your goal is 1% or higher. You got 2% on the second mailing. Therefore, sending the piece to the same list a third time a couple of months later will likely generate around 1%.     Result: You got three profitable mailings while having to only write and design one mailing piece!    

How do you re-mail a successful piece? You can send it exactly the way it went out the first time — no need to ...(register to read more)

To read the rest of this article you must first register with your email address.

Email Address:

Leave a Comment