Is it true that a follow-up mailing (1 week to 10 days) to a direct mail campaign to existing customers will increase the overall response?
A well developed follow-up mailing generally increases lift, or response, on average by an additional 25% to 50% over the initial responses from the first mailing. As with any direct mail initiative, results will be contingent upon the same critical success variables; namely, quality of the data and/or list, creative and offer. A follow-up mailing as close as possible to the initial mailing with a strong and immediate call-to-action serves as a tactical reminder for the consumer to respond. However, with immediate mail follow-ups, it becomes a challenge to separately measure the results of each of the two mailings, although, the total combined response rate of Mail #1 and Mail #2 should be higher. It is also more difficult to sweeten the offer for non-responders, as you would not necessarily have the data of initial responders prior to dropping the follow-up mailing.
