Diversity leads to stability

On Wednesday we started a discussion on sequential marketing and how 2 + 3 = 1. If you didn’t read it, check out the blog entry below and that will make sense. I’ll continue today with a few other strategies in sequential marketing.

This may sound a bit weird coming from the 3D Mail Guru, but you’ll always want to use multiple media, multiple different ways. That means direct mail using 3D Mail and more traditional mail, email, faxes, phone calling, voice broadcasting etc.

Here’s the reason. Different people respond to different medias. Some like email, others fax, still others direct mail. You never want to rely on one sole way to get new or repeat clients to purchase. As one of my mentors Bill Glazer says, “Diversity leads to stability.”

Second, you want to keep adding touches until it is no longer profitable or you can no longer make the offer.

For years we used a 3-step new client sequence, and that was it. It worked exceptionally well for many years. We decided to test a fourth step to see if we could again be profitable. Guess, what? It worked and
for many more years we used a 4-step sequence.

Finally, if you read my emails, you know I’m against most Madison Avenue, brand building style marketing you see. However, there is an accumulative effect of such exposure that creates additional customers
over a long period of time.

Maybe they’re just not ready for what you got right now, or, after 3 letters, if finally hits them that maybe they have a friend or relative that could use what you’re offering. Whatever it is, sequential marketing can and will have that affect on your customers.