How Often Do You Send Your Direct Mail - My Callers Are Getting More Direct As Well.

[Burt L.]

I am in round two of a direct mail campaign and callers are getting more sharp in their replies; its said to expect creative responses to creative marketing and of course I'm hearing more "creativity" sent my way after the second letter than after the first letter.

I wonder what others use for their mailing frequency? I've heard it should be each 4-6 weeks. It doesn't seem like enough time to create a new financial urgency, where there wasn't one strong enough to make a call before. But maybe I"m missing the point about establishing mailing "rapport" in the first place.