You might be surprised to learn that you can reuse a productive list more frequently than you think. In direct marketing, the key to success often lies in repetition and consistency. Research shows that the likelihood of a prospect making a purchase increases significantly with each exposure to an offer or order form.
Typically, direct purchases occur when an order form or promotional material is directly in front of a prospect. Therefore, the more frequently a prospect sees an offer, the greater the chances they will convert into a customer. This principle underscores the importance of not just acquiring new leads, but also nurturing and re-engaging existing ones.
Reusing a productive list doesn't just mean sending the same message repeatedly. It involves strategic segmentation and targeted campaigns that align with the interests and behaviors of your audience. By leveraging data analytics and segmentation techniques, marketers can tailor their messages to different segments within the list, ensuring relevance and maximizing engagement.
In essence, the frequency with which you can reuse a productive list depends on your ability to deliver valuable and relevant content consistently. By understanding your audience, refining your messaging, and employing effective segmentation strategies, you can extend the lifespan and profitability of your marketing campaigns significantly. This approach not only drives immediate sales but also builds long-term customer relationships based on trust and responsiveness.
Re-sending exactly the same direct marketing package and offer to the very same list within 90 days or less will often produce 75% to 90% of the original response, and not infrequently the same or more.
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Discover the optimum frequency for your offer by doubling your frequency and measuring the response. If it is still profitable, double it again. Keep doubling the frequency until response falls so low as to be unprofitable. Then step back one level and continue marketing until response becomes unprofitable again. Settle on the best frequency for generating the largest annual response possible from each list.
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