Sending Direct Mail ads to same saturation routes multiple years
I am planning my marketing strategies for the upcoming season. The last two seasons, I have used Direct Mail postcards to a reasonable degree of success. I target saturation routes with homes mostly $300K plus in value. I have sent to the same saturation routes two years in a row (2011 and 2012) and have really broken nicely into several neighborhoods although there are MANY more homes that have not taken the bait yet.
Here is a couple questions maybe you guys can help
1) Does it pay to continue to market to these areas year after year via Direct Mail? Or should I go to new areas and break new ground - i.e. what is the wisest use of my mkt dollars?
2) Should I change up the design of my Direct Mailers each year or use a familiar design? Of course I save good money using similar design year after year, but do you need to keep in fresh?
Note that as a two guy operation, I cannot just blast mail everyone in the metro near me, my budget does not allow for that. If I mail 5K cards at a time that is like the upper end of what I can handle.
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