How Often Should Direct Marketers “Touch” Their Clients?
As strange as it may seem, repeating your message to your customers and prospects doesn't necessarily aggravate them. Businesses often think they have to constantly come up with new ideas to promote their products and services. But the fact is that businesses get tired of their message long before their potential customers do.
Consumers are bombarded with hundreds—even thousands—of messages every day. That makes it difficult for your message to stand out. It's also one of the reasons why direct marketers (including those at the Direct Marketing Association) adhere to the axiom that a consumer has to hear your message multiple times before it even registers.
It’s also important to remember that people procrastinate. How many times have you received something in the mail or seen it on the web that caught your attention— but didn't move you to immediate action? Chances are you planned to look at later. You wanted to act, but the timing just wasn't right. Then you receive a second (or third) mailing that reminds you that you really did want to take action.
Repeating your message reinforces it with your customers and prospects. As long (and this is huge) as you have the right message (something that is of help or interest to those receiving it) and the right audience (people who have a legitimate chance of responding), you won't offend people by repeating your offer.
How often and in what format should you repeat your message? That depends on your specific product/service and your audience.
How often are you touching your clients and prospects?