Customers generally begin to feel they are being contacted too frequently if they receive more than 12 promotions a year from a company. To avoid turning off your customers:
Keep your promotions to one contact per month.
Vary your methods of communication with a mix ofe-mail, mail and telephone.
Use source or tracking codes to accurately measure the number of responses. Include a unique source, tracking or key code on the reply card. Create a unique URL on your Web site for each offer. Instruct customer service to ask customers to provide the code when ordering by phone or online.
Response Rates
To calculate the percent of responses generated by a specific mailing, divide the total quantity mailed of a key code, by the number of responses you tracked to the key code to obtain a response rate.
10,000 (total quantity mailed in cell A)
500 (total number of people who responded to the mailing) = 5%
