If someone gave you $1,000 and gave you the choice of…
- Sending out one postcard to 2,000 people that fit your demographic
- Sending out a series of 10 cards to 200 people that fit your demographic
Which would be more effective? Option one, where you touch 2,000 people? Or, option two, where you touch 200 people 10 times each?
Nothing beats frequency! Very few people buy on the first touch. The average number of touches to make a sale is 7 or 8.
So, given the choice of multiple mailings to fewer people… or one mailing to a lot of people… you will always get a much higher return on your marketing dollar using the multiple mailing method.