Timing, as they say, is everything
Especially in direct mail.
But sometimes careful thought needs to be factored in to what is the best timing, and it’s not always at the most logical time.
A careful understanding of your target audience’s business cycles will reveal to you when you need to be getting that compelling mailer into their mailbox. This underscores the importance of knowing the ins and outs of your potential clients or customers beyond just what they need or why they should want what you have to offer.
Consider a fictional widget company (widgets made of pure koa wood, of course, since this is a Hawaii analogy). You have a sale coming up for a widget component they need, and you want to get that information into their hands so they’re aware of the great deal and great quality component you offer.
The major snag though is that because of their widget production cycle, this fictional company purchases that particular component three months ago. You missed the Hawaiian proverbial canoe.
Knowing when your audience makes the decisions that impact whether or not they’ll be buying your product or service is key to informing when is the right time to hit them with your message acheter viagra pharmacie france.
Ask yourself these questions: Why are you sending this mailer at this particular time? Was the timing of the mailing considered as thoroughly as other aspects of the personalization or targeting? How do you know that the timing is correct? Have you considered all of the relevant factors?
A recent British study (http://www.postaltechnologyinternational.com/news.php?NewsID=12726) says customers are more likely to respond to direct marketing that reaches them at the right time. In contrast, just one third claim design and personalization are more important than timing in getting them to respond.
About 70 percent of 35 to 44 year-olds were most persuaded by timing. So if that’s your audience or target market, you will definitely want to factor in timing on purchasing decisions into your process for delivering direct mail pieces.