Nadia Petrov Customer Education Lead at 4OVER4.COM
Nadia is our customer education voice, built from the knowledge of our production team, with over 20 years in printing.
Question
How many times should I mail the same audience?
Answer
One mailing rarely does the job on its own. Repetition is what turns a printed piece into a response, and multi-touch sequences consistently outperform a single drop.
- Three-touch sequence: Three mailings to the same list over roughly 6 to 8 weeks is the proven baseline.
- Touch one: Builds awareness and introduces the offer.
- Touch two: Creates familiarity and reinforces the message.
- Touch three: Drives the action, since recognition is now in place.
Response rates can more than triple with a multi-touch approach compared to a one-time send, so budget for the full sequence rather than a single mailing.
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