If someone told you that there was a direct mail technique out there that could potentially double both the prospects AND responders for your business, you’d naturally want to learn more about it, right? Of course you would – and that’s exactly what a technique called sequenced mailing is designed to do. When leveraged properly, it’s one of the most powerful forms of targeted mailing there is – and it’s absolutely something you’ll want to pay attention to moving forward.
What You Need to Know About Sequenced Mailing
At its core, mail sequences are exactly what they sound like – a series of mailings that are sent out in a specific order to make contact with the same people multiple times.
So if you send out four plastic postcards to prospects, Postcard 1 might let them know about some new product or service you have on the horizon. Postcard 2 might remind them about the launch date. Postcard 3 might dive a bit deeper into the special features you offer, and Postcard 4 might act as a summary of the whole affair.
This is invaluable for a number of key reasons. First, sequenced mailings essentially act as a reminder that you’re out there – it’s very easy for someone to forget about your products, your services or your offer as time goes on because life has a tendency to get in the way.
Furthermore, sequenced mailings allow you to continue to educate your customers. Instead of cramming all of that information into one message, you have four opportunities to break the entire “thesis” down into a series of more manageable chunks.
Finally, it’s a great opportunity to test multiple versions of the same offers. Anyone who didn’t become a customer after Postcard 1 might become one after the slightly different offer in Postcard 2, or Postcard 3, or Postcard 4.
Not only is this a perfect chance to follow up with new leads in your pipeline, but it can also be an opportunity to say “thank you” to people who have already made a purchase – thus turning them into loyal REPEAT customers in a nice, organic way.
If you’d like to find out more information about how to harness the power of sequenced mailing to the advantage of your marketing campaign, or if you’d just like to learn more about what a partner like us can help do for your response rate and your return on investment, please don’t delay – contact us today.
