Direct Mail Strategy: Do Repeat Mailings Work?

Does it make sense to send a second or third mailing to the same target audience?

Intuitively, repeat mailings make sense. It’s just logical to expect that if you mail to the same person a second or third time, you will increase your exposure to that prospect and you will improve your chances for a response.

But is this the most effective way to conduct your direct marketing campaign?

Maybe, but not necessarily.

Experience shows that second mailings typically produce a fraction of the response from the original mailing. And a third mailing produces an even smaller fraction.

For example, if your first mailing generated a 2% response rate, your second mailing might produce a 1% followed by a third mailing response rate of 0.5%.

Clearly what happens here is that you grab all the hot leads with the first mailing. The follow-up mailings merely pick up those you missed the first time or those who weren’t ready at the time.

So yes, a follow-up mailing will produce more responses, but at a diminishing response rate.

A different strategy would be to continually mail to fresh names with each mailing and therefore (again hypothetically) generate a response rate of 2%, 2%, 2% and so on. Response rates will fluctuate, but much less so if you are reaching new people of the same profile.

Of course, this strategy requires a relatively large target audience. As an example, if you had a target audience of 50,000 contacts (assuming the same profile from the same source), you could produce five mailings of 10,000 each – and probably maintain a consistent response rate across the board.

When repeat mailings make sense

Repeat mailings can be a good strategy under the right conditions, however.

If you are using the mail to keep your name in front of a small, pre-qualified target audience, you could create a series of letters, postcards or other mailers that go out on a scheduled basis as part of a brand-building campaign.

In this scenario, your mailings would be part of a multi-touch strategy that may also include telephone, email and maybe even a personal visit.

Typically, these repeat mailings would have a common theme but may include different messages, creative or offers. Mailings would be scheduled about every two weeks.

But a word of caution: make sure everyone understands that your direct marketing campaign is more of a brand-building exercise with less emphasis on the response rate.

What Is ATEX Directive 94/9/EC?

The ATEX Directive 94/nine/EC is a directive adopted by the European Union (EU) to facilitate free trade in the EU by aligning the technical and legal needs in the member states for merchandise meant for use in most likely explosive atmospheres. CENELEC design specifications are nevertheless used. All products put on the market place or put into support in the EU for use in potentially explosive atmospheres ought to comply with the ATEX directive.

Merchandise Covered by the ATEX Directive

This directive addresses “Equipment” and “Protective Systems” which could be utilised in probably explosive atmospheres developed by the presence of flammable gases vapors, mists or dust. “Equipment” is any merchandise which contains or constitutes a prospective ignition supply and which involves specific actions to be integrated in its design and/or its set up in order to prevent the ignition resource from initiating an explosion in the bordering atmospheres. Also provided in the expression “equipment” are security or command devices put in exterior of the hazardous location but acquiring an explosion defense function. A broad collection of goods arrives inside the definition of machines, which include electrical motors, compressors, diesel engines, lights fittings, handle and communication products and monitoring and detection products. “Protective Systems” are products which protect against an explosion that has been initiated from spreading or causing harm. They integrated flame arrestors, quenching techniques, pressure relief panels and fast- acting shut- off valves.

The directive excludes the pursuing varieties of merchandise:

• Medical devices
• Products for use in the presence of explosives
• Products for domestic use
• Personal protective products
• Sea-going vessels and cellular off-shore units
• Means of transport, besides vehicles for use in most likely explosive atmospheres
• Military devices

New Item Classification Gear Groups and Categories

The ATEX Directive, in Annex I, defines two Devices Groups which are subdivided into five Products Categories.

Be aware:

In order to ascertain the suitable Conformity Assessment Process, the manufacturer ought to initial occur to a selection based mostly on the intended use, as to which Machines Group and Devices Category the products belongs.

Machines Groups and Classes:

Gear Group I

• Equipment Category M1
• Equipment Group M2

Devices Group II

• Equipment Group 1
• Equipment Class two
• Equipment Category 3

What Are Equipment Groups?

The two Machines Groups defined in Annex I are based mostly mining and non- mining programs.

• Equipment Group I – comprises of gear meant for use in the underground elements of mines, and to all those components of surface area set up of this sort of mines, likely to become endangered by fire damp and/or combustible dust.

• Equipment Group II – comprises of devices meant for use in other destinations likely to turn out to be endangered by explosive atmospheres.

What Are Equipment Groups?

The Equipment Classes Defined in Annex I are dependent on the level of precautions required in accordance to the likelihood of the presence of an explosive ambiance. Considering that larger amounts of precaution are a lot more costly to attain, classification of equipment into categories enables precautions to be used that are acceptable to the chance.

The 5 Equipment Categories are:

• Category M1 & M2 for mining applications.
• Category one, two, & three for non- mining apps.

Devices Class M1:

Group M1 comprises of equipment which is:

Intended for use in mines endangered by fire damp and/or coal dust Essential to stay functional, even in the celebration of rare incidents relating to equipment, with an explosive environment present, and is characterized by the implies of safety these kinds of that:

• Either, in the function of failure of one particular implies of safety, at minimum an independent 2nd indicates supplies the requisite level of protection.
• Or the requisite stage of protection is assured in the celebration of faults taking place independently of every other.

Products Category M2:

Class M2 comprises of devices which is:

• Intended for use in mines endangered by fire damp and/or coal dust. Required to be de- energized in the event of an explosive environment.

• The means of protection relating to gear in this category assure the requisite stage of defense through usual operation and also in the care of a lot more extreme running circumstances, in certain individuals arising from tough managing and changing environmental problems.


For Conformity Evaluation, Class M2 is sub- divided into:

• Electrical equipment and inner combustion engines
• Non- electrical products

Gear Group one:

Category 1 comprises of machines which is:

• Intended for use in areas which an explosive ambiance is constantly present or for lengthy intervals of time.

• Equipment in this group should assure the requisite degree of defense, even in the occasion of scarce incidents relating to products, and is characterized by suggests of protection this sort of that:

• Either, in the occasion of failure of one indicates of safety, at least an independent second suggests provides the requisite level of protection.

• Or the requisite degree of defense is assured in the function of two faults happening independently of each and every other.

Equipment Category two:

Group 2 comprises of equipment which is:

• Intended for use in areas which an explosive atmosphere is very likely to occur.

• The implies of defense relating to equipment in this class assure the requisite stage of protection, even in the event of frequent taking place disturbances or gear faults which commonly have to be used into account.


For Conformity Assessment, Group 2 is sub- divided into:

• Electrical equipment and inner combustion engines.
• Non- electrical gear.

Devices Category 3:

Group three comprises of gear which is:

• Intended for use in places which an explosive environment is unlikely to arise or only to happen infrequently or for small period of time.
• Equipment in this category ensures the requisite level of defense throughout regular operation.

The New Conformity Mark

Below the Aged Directive, the “Epsilon X” symbol indicated conformity with CENELEC needs. This symbol was permitted to be utilized to solutions which were considered to be ultimate assemblies, NOT empty enclosures or element areas this kind of as terminal blocks, operators, breather drains, and many others.

Beneath the New Directive, the “Epsilon X” symbol will transfer into the marking string and be utilized to indicate explosion defense. The “CE” mark will now indicate conformity to the ATEX Directive. This mark can only be utilized to last assemblies and not to empty enclosures or component components.

What Should I Do to Comply With the ATEX Directive 94/9/EC?

• For products that meet the scope of the ATEX Directive, you have to ensure that they comply with the Vital Specifications specified in Annex II of the ATEX Directive.

• To assure that your goods comply with the ATEX Directive, you require to adhere to the applicable Conformity Evaluation Process(s). (These processes may possibly entail the participation of a notified physique.)

What Are the Vital Needs?

The Important Needs detailed in Annex II relate to functions of gear and protective systems that are important in purchase to protect against explosions or to control the effects of incipient explosions.

The Necessary Specifications fall into three groups:

1.Widespread Specifications
2. Needs for Devices
3. Specifications for Protective Devices

Prevalent Conditions

1. General Needs

- Principle of integrated explosion security
- Distinctive checking and maintenance circumstances
- Surrounding place conditions
- Marking
- Directions

2. Selection of Materials

- Products that could trigger explosions
- Adverse reactions involving resources
- Resistance to company ailments
- Protected operation all through foreseeable lifestyle
- Prevention of leaks
- Dust deposits
- Additional indicates of protection
- Protected opening
- Safety from other hazards
- Overloading of devices
- Flameproof enclosure systems

3. Potential Ignition Resources

- Hazards from distinct ignition resources
- Static electrical power
- Stray electric and leakage currents
- Overheating
- Stress compensation operations

4. Hazards Arising From External Effects

- Risk- free operation beneath specified operating ailments
- Resistance to mechanical and thermal stresses and aggressive substances

5. Requirements in Respect of Security Gadgets

- Security perform independent of measurement or handle operate
- Detection of failure – fail risk- free
- Immediate actuation of command unit
- Gear and/or protective programs made safe
- Restart lockouts
- Command and display models
- Products with measuring function for explosion defense
- Risks arising from application

6. Integration of Safety Requirements Relating to the Technique

- Manual override
- Dispersion of accumulated energy
- Energy failure
- Connections and interface
- Warning gadgets

Requirements for Machines

Within just about every Products Category the needs cover:

• Prevention of ignition resources from turning out to be energetic
• Control surface area temperatures
• Safe opening
• Prevention of dust ingress and egress

The Needs for Protective Devices cover:

1.General Conditions

- Dimensioning to decrease results of explosion to a protected level
- Positioning to protect against explosions from spreading
- Electric power failure
- Resistance to outside interference

2. Preparation and Design

- Characteristics of resources
- Shockwave resistance
- Pressure- stand up to of equipment
- Account take of pressure in peripheral devices and pipework
- Strain relief methods
- Explosion suppression devices
- Explosion decoupling techniques
- Integration into security methods

What Are the Conformity Evaluation Processes?

The ATEX Directive specifies a variety of Conformity Assessment Processes and the conditions when they must be utilized. The methods are:

• EC kind examination
• Quality assurance
• Verification modules
• Internal handle of creation

EC Type Examination

EC Kind Examination is a procedure carried out by a notified entire body to validate that a merchandise kind is in conformity with the pertinent essential requirements. The method is specified in Annex III of the directive. The notified system will look at the technical file supplied by the manufacturer and conduct this sort of inspections and tests as could be expected to show that the item variety complies with the conditions stated by the manufacturer. The notified body may advise on relevant specifications but it is in the long run for the producer to choose the intended use of the merchandise. The EC Kind Examination process culminates in a certificate issued by the notified human body, attesting that the kind as defined in the technical file complies with the directive.

Top quality Assurance Modules

There are two Quality Assurance Modules specified in the ATEX directive:

• Production Quality Assurance – which applies to Products Groups 1 and M1 and to protective techniques, and which is specified in Annex IV of the directive.

• Product Good quality Assurance – which applies to electrical gear and inner combustion engines only, in Gear Groups 2 and M2, and which is specified in Annex VII of the directive.

Each of these modules require the manufacturer to have a defined and documented process for controlling the conformity of goods to the demands of the directive as defined in the technical file accompanying the EC kind Examination Certificate(s) for the products form(s). The method have to be assessed by a notified body and be subject to periodic audit by the entire body. In addition the system could spend unannounced visits to the producer and may possibly have out inspection and/or testing of goods to verify conformity with the licensed type.

There are a few Verification Modules specified in the ATEX Directive.

• Product Verification – specified in Annex V of the directive, which applies to Devices Categories 1 and M1 and to the protective methods.

• Conformity to Sort – specified in Annex VI of the directive, which applies to electrical equipment and inner combustion engines in Equipment Groups 2 and M2.

• Unit Verification – specified in Annex IX of the directive which may well be applied at the choice of the manufacturer as an option to any other conformity evaluation modules.

Even though they vary in their certain needs, the Verification Modules all need every single item created to be inspected and examined for conformity with the demands of the directive. The Item Verification and Unit Verification processes are carried out by the notified physique, while the Conformity to Variety is carried out by the manufacturer underneath the responsibility of a notified physique. In all scenarios the manufacturer is required to draw up a Declaration of Conformity in the format defined in Annex X of the directive.

Internal Management of Manufacturing

• Internal Manage of Production applies to devices in Class two and M2 which is not electrical gear nor inner combustion engines and to products Group 3. It is specified in Annex VIII of the directive.

• Internal Control of Manufacturing is a course of action whereby the producer, on his own responsibility, carries out the necessary operate to ascertain that product which he areas on the sector comply with the requirements of the directive.

Breakfast Cookies, Niche Markets and The Right Words

What’s in a name? I mean, really. The poet says, “A rose by any other name would smell as sweet.” Names are words and words are just…words. Or are they?

Names…what we call things…have an inherent power that can directly effect results and outcomes.

They are labels with meanings that and can and do trigger emotions.

Historically, names have been given to people…and taken away…when circumstances or visions might dictate.

But this concept goes beyond people, tribes and cultures.

Consider the name(s) given to what it is you happen to be selling and how that relates to your niche market(s).

One of my favorite websites, I Love, (Joe Polish and Dean Jackson’s collaborative podcast) has more than one episode recorded at Café Latte, one of Dean’s favorite Florida hangouts. Their story about the café’s popular “Breakfast Cookie” is a prime example of how naming our products effectively can make a real difference.

In a recorded interview, Kristi, the inventor of the home-baked scrumptious-ness, shares how a conversation with one of her customers gave birth to the name. She says her customers “wanted a reason to buy cookies for breakfast.”

Kristi also recognized that customers would not want to purchase a breakfast cookie with their lunch in the afternoon, so she wisely made a second sign which changes the name to “Freshly Baked Homemade Cookie” when breakfast is over.

Same product, two different niches served…just by changing the name her cookies were called. Brilliant.

Think about it. A well-chosen word, whether labeling your products and services, or in your articles, emails and headlines, can be the difference between getting the attention of your target market and them passing you by, unnoticed.

David Ogilvy, notable advertising executive and the man Time called “the most sought-after wizard in today’s advertising industry” in 1962, was known for stressing the importance of words in copy writing and advertising. Contrary to the cliché, Ogilvy maintained that WHAT you said was much more important than HOW you said it.

Using the breakfast cookie as an example, we all know that eating right is important, and Kristi’s customers, wanted a reason…a justification, really… to eat a cookie for breakfast. Plus, the lunch crowd wanted something wholesome comforting for desert. Using words like “freshly baked” and “homemade” triggered something familiar in them. The right words…WHAT she said, not HOW… made her customers happy and caused her cookie sales to increase.

Words paint pictures in our heads and trigger emotions, often without our even realizing it and effective ad copy, whether written or spoken, makes use of words that speak to what your customers WANT rather than what we might think they need.

Online Market Research Made Simple For Offline Business Owners

Market research is important for a number of reasons. And those business owners who do the research are more profitable than those who don’t. So what is market research? Market research is the act of discovering information about a targeted audience that you wouldn’t have discovered otherwise. I call this a marketing advantage, and you can capitalize on this advantage by offering products to prospects that will cause them to buy.

One way that you can do your market research is on the internet. The internet has made it incredibly easy to hone in on your most ideal prospect. When doing your research online, one place that you can start off in are discussion groups. You can sign up for Yahoo Answers and provide helpful information to the group of people who are looking for information that is similar to the products that you sell.

Or if Yahoo Answers isn’t your cup of tea, you could become a member of a forum and share your ideas and interests there also. You will find that a lot of people on the forums have distinct problems that they need help with. This is your chance to capitalize on their questions and become a guru of some sort in your niche.

The kind of forums that you join should allow you to place your website information in the signature line of your post. This is where you want to pitch your services. If you’ve provided excellent information, people will visit your website and this is the place where you want to capture a lead, or simply go for the sale. Personally I’ve found that both work incredibly well, but it’s up to you on how you want to market your business.

Along with forums, another thing that you can do online is hold polls. Poll your visitors on what the number 1 thing is that is plaguing their life right now, and take advantage of this information. What you think your prospects want can be totally different from what your customers actually really want. So keep this in mind.

If you currently have a group of customers, why not send them a letter every once in while (like once every month). You never know whose situation has changed in the course of a month. Some customer’s situation will remain the same, while some of your customers may be in dire need of your services. The trick is to stay in constant contact with your customers so that you can be first on their mind when they’re ready to make a purchase.

It took me years to learn this. I used to send out direct mail pieces to business owners expecting them to buy now, but I didn’t get any responses. It was until I came across some direct mail advice that stated that I needed to contact my prospects at least 3 times before giving up on them.

I took this advice and went to mail out more letters. It wasn’t until my 3rd attempt that I started to see some money roll in. The lesson that I learned was to be persistent, because you never know when someone will buy from you.

Hopefully you will take these tips to heart and will start implementing them in your business.

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