I recently did a webinar for members of The Janitorial Store called Postcards, Mailers and Newsletters: Simple Strategies That Get Powerful Results . One of the questions asked during the webinar was, "how often should I contact prospects with mailers?"
First, let me stress that you do not need to continually send out the same postcard or letter every time you contact them. I recommend mixing it up a bit. One example is to send a series of different postcards, and another example is to mix it up with postcards, letters, self-mailers, flyers, brochures, etc.
How often should you send your mailers? If you're just getting started, I recommend sending the second mailer about 2 weeks after the first. That way it's not so far out that they'll completely forget about the first one. Send the third mailer about 4 weeks after the second, and every 6 weeks thereafter.
Once you've hit the 6 week schedule stick with it. If you send out your mailers more often than that, people may see you as bothersome. But when they see your mailers every 6 weeks, it's more of a gentle reminder that you're here, ready and available to serve their needs. If you send them less frequently, you'll be more "out of site, out of mind", so you may be wasting precious marketing dollars by not having a regular system in place for scheduling your mailings.
And a final tip: if you want the most bang for your buck with direct mail campaigns, be sure you're sending your materials to a TARGETED list and that you have a COMPELLING message with a great CALL TO ACTION. This is what will determine the success of your efforts.
For ideas on what to send prospects, be sure to check out CleaningBizMarketingMaterials.com, where you'll find customizable and personalized direct mail collateral created exclusively for the cleaning industry. (Get 10% off your first order by entering the code: myfirstcampaign)