Recency and Frequency

Roy Wollen, President of Database Insight LLC and long time database marketing consultant, showed the chart below on a slide at a recent direct marketing conference – highlighting a compilation of several direct mail campaigns his clients did and tying the results to how recently the target has purchased and how often they had purchased in one year.

You can see that the results in % response and sales per piece are pretty amazing! This should give you some good insight into the power that staying in touch with your customers, knowing the right customers to contact and the subtle role that recency and frequency can play in your end results!

So remember…
Stay in touch with your customers & prospects in a manner that REALLY GETS THROUGH!
Take the time to break down your lists by recency and frequency!
Resist reacting to a slow economy by literally ignoring your best customers.

And most important…
Utilize resources like your USPS Account Manager and his Direct Mail Marketing Team!