Originally Posted by bcg
Repetition is critical in direct mail, response rates tend to increase for the 2nd and 3rd mailings (within 2 - 3 weeks of each other) and then fall back off.
I agree. It's better to mail to a smaller target multiple times than to mail to a larger target fewer times.
People are more likely to view more favorable a brand they've seen more often and are more familiar with.
People are more likely to remember shorter messages over a longer period of time than they are to remember longer messages over a shorter time.
It's unlikely that your message will reach the customer exactly when they need your service. Multiple postings to a smaller audience more frequently improves the chances that your message will be seen at the right moment.
I think it just makes more sense to concentrate on a smaller audience than to target a too large audience.