When it comes to marketing, you need to make sure that you’re spending your money wisely. Creating an ad and promoting it across different channels is an investment, but are you getting the best ROI possible?

Today, we’re going to focus on a particular aspect of marketing that may get overlooked: reach vs. frequency. When utilizing a strategy like direct mail, you have to maximize your profitability since your initial costs are relatively high. So, with that in mind, let’s dive into the benefits and disadvantages that come with each method.

A Breakdown of Reach vs. Frequency

No matter what, the ultimate goal of your marketing is to drive people to your storefront. Whether you exist online, in person, or a mix of both, your advertising needs to inspire consumers to buy what you have to offer.

Although specific strategies may differ, there are only two primary options available: reach or frequency. Here is a brief overview of both.


In this case, you’re trying to cast as wide a net as possible. Think of it as promoting your business at the Super Bowl. Millions of people are watching, so your brand will get a ton of views and awareness.


Rather than trying to expand your circle of influence, you’re focusing on the customer base you already have. Frequency refers to sending multiple ads to the same group so that they are more likely to get the message.

As you can imagine, there are benefits to both options. However, depending on your goals, it’s better to focus on one or the other. Let’s go over how to incorporate each method into your overall marketing campaign.

When to Reach a Wide Audience

Realistically, broadening your horizons is ideal when you’re trying to create brand awareness. The more people see what you have to offer, the more likely that you’ll get more business in the long term.

However, if you’re a new company or startup, reach is actually counterintuitive — the reason why is that you haven’t built a solid foundation yet. Most consumers will research a new business before shopping, so you need to have some history for them to draw from. Otherwise, they will likely go with a competitor.

Another benefit of waiting until you’ve built a stable audience is that you can work out any kinks or growing pains before launching your brand into a larger network. Think of it like this: if you promote your business to 100,000 people and they all came to your store, would you be able to handle that kind of crowd? If not, then don’t bother worrying about reach yet.

When to Use Frequency

According to research, it can take up to three exposures to your brand’s message before someone buys anything. Obviously, this varies considerably based on different factors, but it’s unlikely that you’ll get a massive influx of customers from a single ad.

Overall, frequency is ideal for businesses of all sizes, particularly those just starting. The fact is that there is a lot of competition out there, and your message can get lost in the shuffle. By promoting yourself multiple times to a smaller group of people, you can increase your conversion rate and build a better following.

However, just because frequency is often the more practical choice doesn’t mean it’s foolproof. Here are a few considerations to keep in mind when developing your campaign.

Be Highly Selective of Your Audience

Sending five mailers to 1,000 people is generally better than sending one mailer to 5,000 people. However, if those 1,000 customers are not interested in your product at all, you can still fail. Instead, identify your target demographic and focus on them the most. For example, if you sell beauty products, chances are that you won’t get much traction from middle-aged single men.

Be Patient

Many business owners get frustrated when a direct mail campaign doesn’t produce immediate results. However, think of it like you’re planting seeds. They take time to grow, but when they do, you’ll reap the rewards. It may take a few mailers to get the response you want, but from there, you can build your following more easily.

Track Your Progress

Another reason why entrepreneurs give up on direct mail is that they don’t go about it the right way. If you aren’t adding codes or unique numbers to your mailers, how can you know which customers came in from that campaign or something else? Be sure to utilize tracking and analysis tools to see how well your mailers are performing over time.

Contact Always Direct Marketing Today

If you really want to be sure that your money is going the distance, let Always Direct Marketing handle your next campaign. We can take care of everything from design to implementation – all you have to do is wait for the customers to roll in. Contact us to find out more and see how we can build a better ROI for your business.

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