![]() It’s not hard to understand why sequences work so well. ![]() In this second example, Letters 2 through 4 nearly doubled the results of the first mail piece! Once again, that is the disproportionate response referred to by Kennedy. But as you can see by the numbers in both direct mail examples, it’s a huge mistake to rest on the laurels of one successful mailing. Many businesses would quit there and move on to work more leads. In the direct mail world, that 7.7% response to the first mailing is considered a huge success. So we tested a slightly different version of the mailing which generated the following response: In other words, the multiple mailing generated a disproportionate 2.5 times the response that a single mailing would have. (A ‘response’ means that a prospect became a customer.)ĭon't be put off by the two zero responses. One recent 4-part mailing campaign for new leads got the following response rate. Here are two real-life examples from our own work. But multiple repeated exposures will have a positive effect disproportionate to the number of exposures.” The Direct Mail Technique Proven to Increase Response Rates As the name suggests, it’s simply a series of related mailings over a period of time, usually triggered by an event such as a new lead entering your system.īest-selling business author Dan Kennedy once said that “no matter how good the offer is, a single exposure to a given group of prospective customers will have minimal effect. The technique I'm talking about is the sequenced mailing. Done properly, any small business can see a significant return on investment. One of the easiest marketing techniques to implement is without question one of the most effective. Remarkably, this marketing strategy tripled our gross sales in one year and doubled them the next during the formative years in a new venture. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |