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

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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)

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