Why one-shot direct mail is marketing suicide

Here’s how most people do marketing, particularly their direct mail.

They get a list, such as our tax lien lists. They print a flyer, brochure, postcard, coupon, etc. They send it to this list ONCE. Then, no matter what happens, good, bad, or ugly, they never touch this list again.

I received an email last week from a reader saying that direct mail doesn’t work. He went on to explain that last year, he had obtained 2,000 tax liens from us, then sent them all a letter. He got ZERO responses.

For one, getting absolutely zero responses out of 2,000 letters definitely tells me there was something wrong with whatever he sent them (which I happily would have critiqued for him at no cost if he had attached a copy to his email). But secondly, the biggest problem was that he only sent them something ONCE. It simply doesn’t work like that. You can’t send something to a group of people one time and one time only and then say, “Direct mail doesn’t work.” Direct mail DOES work…you’re just doing it wrong (sorry to be blunt, but the truth hurts sometimes).

Woody Allen is quoted as saying that “80% of success is showing up”. This is just as true for marketing as it is for performing artists. Statistically speaking, study after study shows that over 3/4 of all customers buy a product or service after the 5th contact from the salesperson or company they buy from.

Here are some other statistics: About 48% of sales people never make a follow up contact with a prospect. Less than 25% of sales professionals make two follow up contacts, and less than 12% make a third follow up attempt (e.g., a 4th contact).

If less than 12% of people make a 4th contact, and over 3/4 of sales are made after the 5th contact, then guess who’s getting those 3/4 of all sales?

That’s right: The company getting all those clients are the ones making the multiple contacts!

Let me phrase that another way: The secret to success in marketing is repetition.

I’m sure that you are fully aware of what battery company uses a cute little bunny rabbit banging on drums to sell their product. However, did you make that association the very first time you ever saw their commercial? Highly doubtful. Chances are, it took dozens of repetitions for you to make the mental association … Continue reading