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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?

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Adam Lieb, CEO at Duxter 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.

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