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What will give you better ROI? Sending a larger list one piece of direct mail, or sending a smaller list the same piece multiple times?

Are there any pieces of research that lend credibility to one approach or another?

Direct Mail

Marketing Strategy

Adam Lieb answered

Not sure there is a definitive, one-size-fits-all answer, but I can give you my experience.

I've had much better success with multiple touch points than the single blast. I would specifically target folks who opened, but didn't click the first email, and send them a second email with a modified message.

If you have any more details, I can probably dive a bit deeper.

Gail Gardner answered

Sending a smaller list multiple emails in a series (NOT the same piece multiple times) will work best. I would definitely not keep sending exactly the same email as almost anyone who actually opened more than one would consider that spamming.

Ali Maadelat answered

It depends on your market, product, and a lot of different variables. Direct mail is one of the forms of marketing that you NEED to have an expert handle for you.... unless you want to lose massive amounts of money.

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