You might be surprised to learn that you can reuse a productive list more often than you think. In direct marketing, repetition and consistency are crucial for success. Research indicates that the likelihood of a prospect making a purchase increases significantly with each exposure to an offer.
Typically, direct purchases occur when a prospect sees an order form or promotional material. Therefore, the more frequently a prospect encounters an offer, the higher the chances of conversion. This highlights the importance of not just acquiring new leads but also nurturing and re-engaging existing ones.
Reusing a productive list involves more than just sending the same message repeatedly. It requires strategic segmentation and targeted campaigns tailored to the interests and behaviors of your audience. By leveraging data analytics and segmentation, marketers can craft messages that resonate with different segments, maximizing engagement and relevance.
In practice, re-sending the same direct marketing package and offer to the same list within 90 days can yield 75% to 90% of the original response, and sometimes even more. To determine the optimal frequency, start by doubling your sending frequency and measuring the response. If it remains profitable, double it again. Continue this process until the response rate drops to an unprofitable level, then adjust to the most effective frequency.
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