Why is Direct Mail Timing so Important?

Hitting the right window can make the difference between recipients saying, “That’s me!” and the piece being rejected out of hand. Nowhere is this better illustrated than in this tale of two campaigns. Here are the similarities between Company A and Company B: Both sell snow-clearing services to businesses, schools, and other professional organizations. Both use free ice melt as an incentive to grab attention and encourage responses to their marketing messages. Both mailed short-run targeted postcards to facilities directors and operations managers in their local areas. Both used a clean list, with updated names and addresses. Here is where the campaigns differed: Company A sent its direct m