Direct mail and the golden rule of 6

Direct mail - the art of mailing out advertising literature to a specific individual or organisation - is one of the most effective forms of advertising. If you need proof, you need look no further than your front door mat. Almost all major companies invest millions of pounds each year in direct mail. Why? Because it works!

Most companies experiment with direct mail promotions at one time or another. Invariably they identify a list of prospects, post out a few letters or mailers and eagerly anticipate the response. Nine times out of ten these sorts of promotions are a complete and utter waste of time. The response, if any, doesn't even cover the cost of postage. The decision is taken that direct mail doesn't work and that's the end of what could have been a very successful promotion.

It's a real shame because direct mail does work... but only if you follow the 'golden rule of 6'. It's a rule that all the 'big boys' use as the basis of their direct mail campaigns and should be the guiding principal behind your campaigns too.

The golden rule of 6 states that until a recipient has been exposed to your marketing message at least 6 times, they won’t even realise that you exist. Obviously there are some exceptions to the rule but the basic premise has proven to be correct time and time again. It applies to most forms of advertising, not just direct mail, and is one of the most important concepts taught to all budding marketeers. Most of your potential customers will not even realise you exist until they’ve been exposed to your marketing messages at least 6 times.

With this rule in mind, a direct mail campaign shouldn't consist of less than 7 different mailings to the same recipients. Only after the 6th mailing are you likely to receive any sort of reward for your efforts, although it's unlikely this will cover the cost of the campaign so far. Instead, copy the big boys and keep sending out the mailers on a regular basis. Success will depend upon one factor over and above all others... repetition.

That's not to say that each and every mailing should be identical to those that have gone before. You'll probably want to retain the same headline, slogan and bold use of your company logo. However, to keep your audience interested, each mailing should include different messages, special offers or advice. You may wish to try a 'teaser' campaign, building intrigue and anticipation with each mailer until you finally reveal to your audience the purpose of the campaign.

Direct mail pieces come in all shapes and sizes - you will need to consider carefully which format would be best for your audience. The most popular direct mail format tends to be an A6 or A5 postcard printed in full colour with bright graphics and an attention grabbing headline or offer. You can stick an address label and stamp directly onto the postcard, doing away with the time and expense of using an envelope. However, you may decide that a type-written letter printed onto your company letterhead and posted out in an official looking brown envelope will have more chance of making it past the receptionist and into the hands of your intended recipient.

Whatever format you choose, always remember the golden rule of 6 and don't give up after the first couple of mailings. Keep with it and the results should speak for themselves...