Direct Mail Frequency: How Many Times Should You Mail the Same Offer?

Your team puts a tremendous amount of time and effort into every direct mail campaign. You’re meticulous about the offer, the creative, the timing, the list and the proper response channels. So you’re not going to put all that energy into creating a single piece without getting as much value as possible out of it. When it comes to direct mail frequency, you might be wondering how many times you should mail the same offer to the same list before the return on marketing investment is no longer justified.

There are certain “rules of thumb” that have been used over the years regarding direct mail frequency. You may be familiar with the premise that a re-mail will receive a 50 percent degradation-of-response per wave.