Direct mail campaign: Same or different piece each month

[Anne Laurenzi]

Question for my fellow marketers/wholesalers. When sending out your second through final letters/postcards in your DM campaign, do you send the same mail piece or change it every time? I would think you would want to send the same piece to be consistent, but I can also see the value of sending a different piece so as to not be spammy and annoying.