Much like the real estate industry’s adage: Location, location, location, in direct marketing Timing is Everything.
You did your homework. You targeted the right people. You developed a creative piece with an enticing offer. You prefilled the reply form and included a postage- paid business reply envelope to make it as easy as possible for them to respond. So why aren’t they?
Essentially, you’re hoping that your piece arrives at the exact moment your target audience is ready to respond. Send the same piece to the same person one month later and you very well might get a different response. That’s why multi-drip campaigns are used. This is especially important for high-ticket items or long-term products and services such as insurance and memberships.
Timing is really crucial for seasonal products and services. In general, these mailings should be sent a month or two before they're needed. Many mailers add one more month around the holiday season because of such intense competition. But don’t forget about all those last minute shoppers that purchase on impulse. While the initial mailing could be sent a few months prior, a follow-up mailing could be done to push them over the edge.
Another thing to keep in mind regarding seasonal mailings is that they don’t always have to tie into the current season. For example, let’s say a bank wanted to get more of their checking only customers to open savings accounts. Even though the mailing might go out in December when the weather is cold, the creative could focus on the summer to remind them of all the things they could buy after six months of saving.