http://www.retailonlineintegration.com/article/how-many-times-do-consumers-get-mailing-catalog-before-they-buy/1
Q: "Could
you share any ideas about how many times consumers should get a mailing/catalog
before they're likely to feel some brand recognition and buy? Is it better to
send people the same/similar catalog a second time after a couple of months? Or
send the catalog and then follow up with just a mailing/letter? Any information
gratefully received." — Caroline Saunders, head of marketing, Dreamgenii
A: Will catalog
response improve over time to rented prospecting names based on sending the
same prospect multiple catalogs? The answer is no. Lots of catalogers mail the
same prospecting universe of names multiple times, so there's quite a bit of
data out there on the results of multiple catalog mailings to the same
households. The most typical response to mailing the same profitable universe
of rented names multiple times is that the list either responds the same time
after time or the list shows a softening in response as buyers are culled from
the list. It's rare for a catalog list to show an increase in response rates
over time.
