DMNews ran a great article titled “When marketing, travel through the four dimensions of time” by Paul Mandeville. They say “timing is everything”, it may not be everything but it sure can play a big part in the success of marketing efforts.
Mr. Mandeville suggests that in a marketing campaign timing has four facets:
Timing (Recency)– the nearness of a message to a customer event that triggers that message, for example, sending a coupon for related accessories within 3 days of purchase.
Frequency – the number of times you choose to send a similarly themed messages before you stop further attempts, for example customers should receive three messages from you within the first month of purchase and at least one message every three months for the first year or two after that trigger purchase.
Pacing – the amount of time between messages of a similar theme, for example sent the first message within 72 hours, and if no reply, send message #2 seven days after purchase, and if still no reply, send final message #3 ten days after purchase.
Sequencing – the act of coordinated, separate but related content.
The article stated that financial services and retail firms have been able to achieve a double digit lift in response, without increasing their discount offers, simply by using timing to their advantage. You can do the same. Direct mail is a great way to implement this strategy or include it as a part of your marketing that speaks directly to your customer when they want to hear from you.