It’s a well-known fact amongst marketers that some prospective customers are tough nuts to crack. It could take as many as 7-10 persuasive interactions – from automotive direct mailers to radio and television ads, newspaper ads and social media outreach – before they’ll seriously consider giving you their business.
So, if you’re thinking that one truly amazing mailer will do the trick with the majority of your prospects, you are wrong.
That’s not to say that a single great auto direct mail piece won’t persuade a lot of folks to give you their business. It’s also important to note that if your amazing mailer is part of an overall cross-channel marketing blitz, that mailer could be one of the magic 7-10 interactions they’ll receive from you over the course of a few weeks and month.
Still, adding automotive direct mail into your marketing mix should be looked at as a long-running investment. Repetition is actually quite important in this business and we typically urge clients to send out repeat mailers to strong prospects at least once every two months.