Direct Mail Message Variation

[Gant Hinkle]

Is it important to change up direct mail messaging after each touch?  For instance, if you sent a postcard saying the home looked vacant and plan to send additional postcards, is it important that the follow-ups are different and/or acknowledge previous messages?

Example (not exact copy):

Postcard 1 - I noticed your home seemed vacation, I would like to buy

Postcard 2 - I wanted to follow-up and see if you are ready to sell

Postcard 3 -  Call and I will buy your vacant home

[Jerry Puckett]

With Postcards, no, not so much. You will have a split second max to capture attention. Postcards are more like mini billboards, and there is no need to over think; varying the message will not be noticed.

If the PC gets noticed and read at all, you will want to be concise, to the point, and have a strong call to action that will let the recipient know exactly what to do next.