Why Repetition Works in Direct Mail Marketing (and How to Use It)
Repeating successful direct mail campaigns is never a problem, as long as you transform and tweak them slightly beforehand. Repetition works because the human brain is programmed to be comfortable around anything it recognises, and customers respond better to marketing messages from brands they are strongly aware of. This guide explains why repetition builds loyalty, how to vary your mailshots so they never go stale, and how multi-channel repetition reinforces your brand across every touchpoint.
Why Do Customers Respond to Repetition?
The relationship between you and your customer is vital to your success. By repeating contact with your customer through different platforms – over the phone, via email or direct mail, or even face to face – your customer establishes familiarity and loyalty with your brand. Combine several customer relationship management methods with clever, informative and meaningful marketing, and you ensure the customer actually wants to receive your mail. People love repetition: we trust what we recognise, and recognition is built one contact at a time.
How to Repeat a Mailshot Without Going Stale
Repetition has been proven to succeed in direct mail, so you could simply send the same mailshot repeatedly over time to the same database. However, it is much better to vary your campaign and build on or follow up your past mailshot campaigns, because variation sparks interest and gives your direct mail an edge that reinforces your brand. Three ways to vary a repeated campaign:
- Change the format – Send a postcard first, then follow it up with a letter later.
- Vary the deals and offers – Give the customer a reason to look and see what you’re offering this time.
- Build on past campaigns – Reference and follow up previous mailings so each contact feels like a continuing conversation rather than a rerun.
Brand Reinforcement Through Multi-Channel Repetition
Multi-channel marketing campaigns are very effective. Backing up a TV advert with a direct mail piece is a common example of an effective campaign, usually driven by charities for themed appeals. You could also use multi-channel repetition to back up your direct mail campaign by sending marketing emails, pay-per-click adverts, billboard posters, newspaper ads and more. The most important thing is to integrate your marketing campaigns, as integration is the most effective marketing method: it maximises your brand’s exposure, making customers far more likely to notice you because your brand is visible across multiple channels at once.
Repetition in Direct Mail: Frequently Asked Questions
Can I send the same direct mail campaign twice?
Yes – repeating successful campaigns is never a problem, as long as you tweak them slightly. Varying the format, offer or message keeps repetition effective rather than stale.
Why does repetition work in marketing?
The human brain is programmed to be comfortable with what it recognises, so customers respond better to messages from brands they are strongly aware of – and awareness is built through repeated contact.
How often should I vary my mailshots?
Vary something with every send: alternate formats such as postcards and letters, refresh your deals and offers, and build each mailing on the last so customers always have a reason to look.
What channels work well alongside direct mail?
TV advertising, marketing emails, pay-per-click adverts, billboard posters and newspaper ads all pair well with direct mail – and integrating them maximises your brand’s exposure.
Who can help me plan a repeat or multi-channel campaign?
If you want to find out how repetition and multi-channel marketing can help your next direct mail campaign, contact The Direct Mail Company today at sales@thedirectmailcompany.co.uk, call 0333 038 3797, or follow us on Facebook.
