We have all heard the saying “third time’s the charm” which implies that the third time you try something you are luckier then the first two times. In Direct Mail Advertising, it is actually true that the third mailing is the mailing with the most success.
The idea behind the practice of a Direct Mail Campaign with three consecutive mailings is for your target audience to retain the message and advertising you are sending them and take action through repetition.
The first mailing is to make the introduction and announcement. This should be a personalized piece that is simple, designed to be eye catching, and to introduce the subject matter you are advertising.
The second mailing is to gain recognition. For repetition purposes and for the audience to see the offer or promotion again, the second mailing is to get recognition upon receiving and to reinforce the subject matter you are advertising. This should be the same message as the first mailing with a slightly different design but utilizing different photographs or similar colors from your brand.
The third mailing is for ACTION! Each Direct Mail piece should be personalized and have some type of call to action. The third mailing is when the target audience has been sent the message and the offer in enough repetition where there is a response when seeing the third piece. The call to action should stand out the most on this piece, enticing the audience to act and respond to your advertising efforts.
Give it a third try on your next campaign and watch the magic happen!
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