at least 7 times before they take action<\/strong><\/a>. That\u2019s called the \u201cRule of 7\u201d in marketing \u2014 and it\u2019s supported by years of consumer behavior research.<\/p>\nWhat to Do:<\/strong><\/p>\n\n- \n
Prepare your staff for incoming calls or visits.<\/p>\n<\/li>\n
- \n
Make sure your website or offer page is updated.<\/p>\n<\/li>\n
- \n
Watch for a small bump in engagement \u2014 it\u2019s just the start.<\/p>\n<\/li>\n<\/ul>\n
Week 2: Early Engagement & Inquiries<\/h2>\n
What to Expect:<\/strong>
This week, curious customers may begin to trickle in. You may receive a few phone calls, website hits, or walk-ins mentioning the postcard. It\u2019s a sign that your message is sticking.<\/p>\nWhat Customers May Say:<\/strong>
\u201cI saw your postcard \u2014 tell me more.\u201d
This is the moment to shine with a clear, compelling offer and a friendly follow-up process.<\/p>\nWhat to Do:<\/strong><\/p>\n\n- \n
Track responses (use a unique URL, phone number, or QR code).<\/p>\n<\/li>\n
- \n
Train your team to ask how new customers heard about you.<\/p>\n<\/li>\n<\/ul>\n
Week 3: Momentum Builds<\/h2>\n
What to Expect:<\/strong>
If your campaign included a strong call-to-action \u2014 like a discount or limited-time offer \u2014 this is when momentum starts to build. More people have seen your mailer, and you\u2019re inching closer to that magic number of seven impressions.<\/p>\nWant to Amplify Results?<\/strong>
This is a great time to post your mailer on social media or re-engage with digital ads. In fact, pairing direct mail with digital ads can increase response rates by 63% and conversions by 40%<\/strong>.<\/p>\nWhat to Do:<\/strong><\/p>\n\n- \n
Follow up with any leads you\u2019ve gathered.<\/p>\n<\/li>\n
- \n
Begin prepping for a second mailing<\/strong> to reinforce your message.<\/p>\n<\/li>\n<\/ul>\nWeek 4: Reinforcement & Recognition<\/h2>\n
What to Expect:<\/strong>
By now, your brand is becoming more familiar. When people see your logo, offer, or headline again \u2014 they\u2019re much more likely to remember it.<\/p>\nThis is why mailing multiple times to the same neighborhood is so powerful.<\/strong> Repetition builds trust, and trust leads to sales.<\/p>\nWhat to Do:<\/strong><\/p>\n\n- \n
Launch your next wave of EDDM mailers (aim to reach each household 2\u20133 times over a 30\u201360 day window).<\/p>\n<\/li>\n
- \n
Refresh the offer if needed \u2014 but keep the design consistent for brand recognition.<\/p>\n<\/li>\n<\/ul>\n
Week 5\u20136: Conversions & Word of Mouth<\/h2>\n
What to Expect:<\/strong>
With multiple impressions now made, customers who were previously on the fence start to act. You\u2019ll likely see the strongest conversion activity during this time, especially if you\u2019ve layered your campaign with email, social, or Google ads.<\/p>\nPro Tip:<\/strong>
Encourage happy customers to leave reviews or refer others. Word-of-mouth marketing fueled by direct mail creates a powerful flywheel effect.<\/p>\nWhat to Do:<\/strong><\/p>\n\n- \n
Ask new customers for feedback and reviews.<\/p>\n<\/li>\n
- \n
Track results and calculate ROI.<\/p>\n<\/li>\n
- \n
Start planning your next campaign.<\/p>\n<\/li>\n<\/ul>\n
A Final Word: It\u2019s Okay Not to See Immediate Results<\/h2>\n
Remember: direct mail isn\u2019t magic. It\u2019s marketing \u2014 and marketing works through frequency, follow-up, and focus<\/strong>. If you sent one postcard and didn\u2019t get instant results, that doesn\u2019t mean it failed. In fact, you may be just one or two impressions away from a breakthrough.<\/p>\nBoom! Step #1 done.<\/strong>
You launched a campaign. You\u2019ve entered homes, sparked curiosity, and taken a leap that many small business owners never do.<\/p>\nNext up? Stay the course. Mail again. And again.<\/strong>
Because with each new impression, you\u2019re one step closer to winning more customers \u2014 right in your own neighborhood.<\/p>\nNeed help planning your next mailing or adding digital ads for even more impact? Our marketing experts are here to guide you every step of the way.<\/p>\n
Let\u2019s keep those goals in sight and make them happen. Dream big. Achieve bigger.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Discover what happens after your EDDM\u00ae campaign launches with a week-by-week breakdown\u2014and why repetition, patience, and persistence are the keys to local marketing 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