Here in New England, we eat, sleep and do business based on the seasons. But many marketers, specifically those who utilize direct mail, tend to focus so much on the whats and whos of their strategy, and lose sight of when to actually send their pieces.
Do you know what time of year is best for your company to send mailings? If you’re in an industry like retail or travel, then maybe. However, if you’re operating in a space like manufacturing, commodity or design, you might not. What’s more, do you know those weeks or months – when your response rates plummet – to avoid?
Here’s an example: Financial planners get the worst response rates during November and December, when many people are spending time with their loved ones to celebrate the holidays. Other days, like Memorial Day, Labor Day and Independence Day are also notoriously low for response rates. January, though, is just the opposite. While individuals are evaluating their finances and planning for the year ahead, the first quarter of the year is generally best for CFPs to remind clients that they’re a valuable resource.
Similarly, the holidays may be a perfect time for retailers to target consumers looking to purchase food, clothing or toys for their families, friends and mailpersons. By mailing at just the right times, we’re able to make the best use out of our direct mail pieces and provide the most valuable to those receiving them.
Experiment with small mailings and compare your business’ response rates over time. In weeks or months, you’ll be able to identify the appropriate cadence for your mailings and be efficient with your advertising budget at the same time!