Repetition Works

June 30, 2011 by Pat Friesen

multipage

Timing impacts the success of sending a series of touches so whenever possible, test timing intervals.

Multimedia Touches:
Repeated contacts make all the difference in transforming a prospect into a customer. According to multichannel marketer Gina Valentino, 80 percent of non-retail first sales occur between the 5th and 12th contacts made through online and offline channels. The higher the price point, the more contacts it takes to generate that first sale. Valentino describes this process as "courting your customer."

Here's an example of the power of multiple touches and timing. Using a series of multimedia touches — pre-mail phone call, mail drop, post-mail phone follow-up — a B-to-B marketer I work with generated 16 qualified leads within days of when the mailing hit. A week later they had 75 qualified responses and two closed deals worth tens of thousands of dollars.

Repetition isn't rocket science but using it can make results skyrocket.

Pat Friesen is a direct response writer/creative strategist who writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913.341.1211 and pat@patfriesen.com.

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