Imagine this: you send out a beautifully designed postcard to a local neighborhood. It’s bold, colorful, filled with a great offer — and then... crickets.
Before you second-guess the design or the message, ask yourself: Did I mail it enough times?
Because when it comes to marketing success, one thing is crystal clear: frequency wins.
Mailing once is like introducing yourself at a networking event and walking away before the handshake. It’s not enough to spark recognition, trust, or action.
Marketing research shows that it takes an average of 7 touchpoints before a potential customer makes a purchase decision. And each of those touchpoints? That’s what we call an impression.
The more impressions you make, the more familiar you become. And in marketing, familiarity builds trust — and trust leads to action.
That’s the power of frequency — and why a single mailer just isn’t enough.
“3 Mail Drop” method is one of the most effective ways to turn awareness into action.
This strategy sends three distinct mailers to the same neighborhood—each with a purpose, each building on the last. It’s not about repetition for repetition’s sake. It’s about momentum.
Here’s how it works:
| Mail Drop | Strategy Name | Purpose | Key Elements |
|---|---|---|---|
| Drop 1 | Plant the Seed | Introduce your business, product, or service | Use a bold headline, eye-catching visuals, and a clear brand identity. Keep it simple. Just make them notice you. |
| Drop 2 | Nurture the Lead | Build trust and credibility | Include reviews, before/after photos, or a customer story. Reinforce your message with social proof. |
| Drop 3 | Drive Action | Push for a decision | Offer a deadline, promo, or limited-time deal. Add urgency and make your CTA impossible to ignore. |
“We like to think of it as Plant. Nurture. Harvest. That’s how local marketing grows.”
– EveryDoorDirectMail.com
Timing matters. Space your drops just right so your audience stays warm, not overwhelmed.
📅 Recommended timeline:
Drop 1 → Week 1 (Introduce your business)
Drop 2 → Week 3–4 (Follow up and add credibility)
Drop 3 → Week 6–8 (Add urgency and close the sale)
This timeline keeps your brand top-of-mind without feeling pushy.
A smart 3 Mail Drop campaign is consistent but not identical. You want your audience to recognize your brand, but not ignore the message.
Keep consistent:
Logo
Brand colors and fonts
General layout or style
Neighborhood targeting
Switch up:
Offer or call-to-action
Headline
Images or testimonials
Focus of the message (awareness vs urgency)
Because you’re mailing multiple times, this strategy gives you room to experiment.
Try testing:
Different CTAs: “Call now” vs. “Visit the website”
Different offers: Percentage off vs. dollar value
QR codes or coupon codes to measure results
Use your third drop to double down on what worked best in the first two.
Want to go next-level? While you run your 3 Mail Drop campaign, layer in digital advertising targeting the same ZIP codes.
Research shows that combining direct mail and digital marketing:
Increases website visits by 68%
Boosts response rates by 63%
Results in a 40% conversion rate
The more ways you show up, the stronger your presence and recall.
"The process was simple and easy to use. I chose the ZIP codes from their interactive map… It could not have been any easier to use." – Tim Lewis
“We’ve been doing EDDM with Taradel for the past 6 months and have been very happy… The results speak for themselves.” – Lauren
Identify your best-fit neighborhoods
Create 3 postcard designs with unique messaging
Schedule each drop 2–4 weeks apart
Use consistent branding throughout
Add urgency to Drop 3
Test your results and optimize
If you’ve only mailed once, you haven’t even started the conversation yet. The 3 Mail Drop strategy helps you show up, stay present, and earn the right to be chosen.
Because that’s what frequency does — it builds a relationship with your audience, one impression at a time.
So don’t stop after one. Drop. Mail. Repeat.
Ready to launch your 3-drop campaign? Let’s go.