EDDM response and follow-up

For those of you who have run successful EDDM campaigns, how do you decide which mail routes get the most attention?

For example, let’s say you have 3 new mail routes you want to probe with a single wave of flyers.
Route A garners a 0.5% response rate
Route B nets a 2% response rate
And route C gets you 0%

Assuming you intend to mail out another wave of flyers in a couple weeks, do you follow the law of averages or the law of trends?
In my head it seems hitting all 3 again would give the law of averages more time to work, possibly yielding a diminished response from route B and an increased response from A and C on the follow-up.

Following the trend says route B is your best bet for a follow-up, and the rest of your mailers could be used to probe new routes, instead of wasting them on the (initially) less productive ones.

What are your thoughts? Should a person hit the best routes or the worst routes with a prompt second wave? Or is it best just try all new routes and keep collecting data for the next season’s mailers?

the whole idea of the repeat is to increase response and give an averaged rate. i am sticking with all 3 areas till all results are in.

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I run campaigns every month and have for the past 5 years. I love EDDM, and have found for me, I don’t start seeing good response rates (1.5 - 2.0%) until after 9 mailings to the same addresses.

If you are looking for good response rates with just a mailing or two, that doesn’t happen with any direct mail campaign I’ve ever seen. I mail every month and because of timing, don’t change the offer until it has had at least a three month run.

You will need to TEST, TEST and TEST your approach and message. Once you find the message that draws the response rate you want, don’t change it. Just keep mailing.

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there’s a real estate guy here , sends the exact same flyer to the exact same 30,000 homes every 2 weeks, has done it for years.
repition gets you the initial hit and over time tma-top of mind awarerness. you become who springs to mind when someone thinks window cleaning.

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I’d be especially interested in @Chris’s input on this.

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