Direct Mail Isn’t One & Done - Here’s How to Maximize Profitability
Summary
Direct mail isn’t a one-time play—it’s an ongoing revenue driver. Keep hitting your audience as long as the ROAS stays profitable.
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Transcript
A question that we get from brands sometimes, which is how many times should I be hitting a customer with direct mail? And often brands are doing it once, but the real answer is as many times as it's still profitable for you.
If you're hitting an audience at 60 days and you're getting, you know, a 6X ROAS on that audience, go out 90 days and focus on the people that still haven't come back and bought after, again, they've been sitting on your email list this whole time. They got a direct mail postcard at day 60, but they weren't ready to buy then. Maybe at 90 days, you're getting a 4X ROAS.
That's still good. You should still be doing it. And then you just keep going until you've hit that inflection point of profitability or contribution margin where it no longer hits your profitability targets. But there's no reason not to do more if all of these things are generating incremental revenue at a profitable return or margin.