Q: Two years ago at a LERN conference, I learned about mailing multiple (targeted) catalogs instead of one. I was afraid of letting go of our old way of doing things and didn’t actually understand how to implement the targeted catalog strategy.
As our revenue went down last year, I’m more open to change. Can you provide some guidance and results from other organizations who have implemented this strategy?
A: Sending out a second mailing to best customers has been shown to increase response rates. The strategy is to send out the first mailing to the full list you normally use and then to send out a second mailing to your best customers. For open enrollmnent courses for the community sending the second mailing out 2-3 weeks after the initial mailing seems to generate the highest responses. I have attached the responses from LERN members who provided us information on this question. I will contact some individual members to see if they are willing to have us share their specific information with you.
http://media.lern.org/webinars/Multiple-Mailing-Strategy.pdf