Choosing Your Direct Mail Marketing Timeline

By:
Dave Schaaf
Dave Schaaf

Out of all of the factors that go into a direct mail marketing campaign – the mail piece, mailing list, postage type, message, color choice, etc. – the timeline seems pretty insignificant. As long as you mail the right mail piece to the right person, that’s all there is to it, right?

Unfortunately, no.

Mailing the right mail piece, to the right person, at the right time is key.

A variety of factors can affect your direct mail marketing timeline. Mailing during major holidays, for instance, can put a damper on your response rate. For example, if your letter arrives around the 4th of July, your lead may not be home. Once they are home, they have a pile of mail to sort through. They may be tired from the holiday, or simply overwhelmed by the volume of mail they must sort through. Your lead may not take the time to open and read your letter, even if they would under normal circumstances. Instead, focus on mailing a few weeks before or after the holiday to increase your response rate. You can even send your mail piece with seasonal graphics or colors to help stand out.

The same reasoning also applies to weekly mailings. At Yellow Letters Complete, we mail on Mondays and Fridays because that gives your mail piece the highest chance of arriving to your leads midweek. This helps avoid the “Monday Blues” and the “Weekend Jitters.” Simply put, when your leads are distracted, they are less likely to open, read, and respond to your message.

Finally, make sure you are watching the news! Other timing factors can affect your campaign’s response, such as mailing during a large storm or weather abnormality in your target area, or mailing during an election and other local days of importance (such as festivals, strikes, and more).

By working to avoid mailing during these “distracted” times, you can make sure you’re leads are receptive to your campaign!

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