From the course: Print Production: Direct Mail

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Timing

Timing

From the course: Print Production: Direct Mail

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Timing

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- It's easy to get so caught up in the audience, and the offer, and the message, and the design of a mail piece. There's a lot to do in the planning stage of mail, but a huge contributor to the success of your mail campaign is timing. And your reason for sending the mail in the first place will have a lot to do with the importance of the timing of it. So, let's go over some of the different kinds of mailings and their associated timing strategies. We'll start with one shot mailings. One shot mailings are exactly what they sound like. A mail piece sent only once. One shot mailings do have their purpose: invitations, holiday cards, seasonal mailings, reminders, time sensitive offers, etcetera. However, in most cases, a single mailing will not be enough to truly reinforce recognition, and get a prospect to take action. Many of us have heard of the Rule of Seven in marketing, which states that a prospect needs to see, or hear your marketing message at least seven times before they'll…

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