Create a series of at least three touches to maximize results. For example, in the last four or five months I've received a series of similar-but-different mailings from Southwest Airlines touting a bonus when I apply for the Rapid Rewards credit card. (See images in media player at right.)
I also just received a series of emails from the Kansas Sampler Foundation inviting me to attend a June fundraiser at La Torre just outside my hometown of Inman, Kansas. The emails started three-and-a-half weeks prior to the event with "Last Call for Dinner at La Torre!" in my IN box five days before.
Timing impacts the success of sending a series of touches so whenever possible, test timing intervals.
Repeated contacts make all the difference in transforming a prospect into a customer. According to multichannel marketer Gina Valentino, 80 percent of non-retail first sales occur between the 5th and 12th contacts made through online and offline channels. The higher the price point, the more contacts it takes to generate that first sale. Valentino describes this process as "courting your customer."
Here's an example of the power of multiple touches and timing. Using a series of multimedia touches — pre-mail phone call, mail drop, post-mail phone follow-up — a B-to-B marketer I work with generated 16 qualified leads within days of when the mailing hit. A week later they had 75 qualified responses and two closed deals worth tens of thousands of dollars.
Repetition isn't rocket science but using it can make results skyrocket.
Pat Friesen is a direct response writer/creative strategist who writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913.341.1211 and firstname.lastname@example.org.