It’s a common cry that applies to both direct mail and advertising generally. Sales are static and not increasing, even though we’re spending more on marketing and even becoming more creative in our copy or offer.

Rafi Albo talked of three key elements to a high response  campaign.

• A good, highly segmented mailing database,
• Superb creative with a real WOW factor
• A compelling, highly relevant offer.

The Forth Element – Sequencing

However there is a forth, often overlooked element to a successful direct mail campaign – Sequencing.

There’s old saying in sales and one reminded to me just last week in a weekly podcast from my favourite sales trainers at salesroundup.com. “Statistics show most sales take at least 5 contacts with a client or prospect.  In fact, 80% of sales are made on or after the fifth contact.  Many sales people never make it to 5. A lot of them stop trying to connect after the first or second attempt. Even worse if a client DOES buy most sales people don’t bother with any follow up communication.”

So too in direct mail and particularly with email campaigns. One mailout or sales letter to a new prospect simply isn’t enough. Never has been. It needs multiple ‘visits’, but in a highly planned, sequenced manner.

Below is a tiny extract from a 90min training workshop by Dan Kennedy in the US that explains sequencing. Dan has built dozens of successful businesses over 30+ years, and now provides this extensive, highly practical know-how to others. And for the record, Dan isn’t just a direct mail fanatic, but encourages the use of all media channels, online and offline.

In this 5 minute audio extract he covers a specific example used by a restaurateur. Click on the mp3 graphic below

dan

Note he also talked about the need for a MARKETING SYSTEM. This is something we’ll elaborate on in later articles.