Frequency is paramount in effective mailing campaigns
There is little consensus in contemporary advertising. Questions abound pertaining to which mediums to include in campaigns, what the promotional message should be and - perhaps the topic most squabbled about - how often should a company reach out to existing and prospective customers.
Establishing an adequate number of touch points for consumers requires a delicate approach. Far too often, businesses find themselves on either ends of the spectrum. It's not uncommon for a company to send one mailer and then abandon the campaign after not seeing immediate results, or inundate customers with materials to the point that recipients lose any interest they may have initially had. Determining the most effective strategy in regards to frequency is the result of a fair amount of trial and era.
A joint study from the University of California, Riverside, Boston College and Southern Methodist University examined the benefits of using different multichannel marketing efforts in the auto industry, specifically focusing on the most effective mediums and frequency. The study, which was published in the Journal of Marketing, found that after adjusting and readjusting sending schedules and methods, the most effective advertising mix was nine to 10 postal mailings, three phone calls and three to four emails over the span of approximately three months. The study found nine to 10 paper mail promotions resulted in upwards of $200 in repurchase spending – far more than any other medium.
"Good old snail mail seemed to be more effective in the long term than phone or email," said Andrea Godfrey, co-author of the study and assistant professor of marketing at UC Riverside.
The perfect balance for any given organization is likely to be unique to the business in question. However, creating a fair number of touch points for customers to maintain semiregular contact is the linch pin for any successful campaign. By using address correction systems, companies can ensure they employ the very best mailing practices to ensure efficiency and cost-effectiveness. The system guarantees the integrity of addresses as they're entered, saving both time and money.