Timing For Mailings

Q:My company is planning to do a postcard deck with a circ. of about 40,000. I've been told July is a horrible time to mail to people because many are either on, or returning from vacation... What are some good times for mailings during the year?

A:Well, this might not help; but, I have heard so many different things on this subject that I really don't think there is a straight answer. It's kind of like asking the advice of an economist. No matter what your theory is, you can find an economist to back you up. I think unless you are selling a seasonal product, etc. you can mail anytime of the year. The only exception, in my opinion, may be after the first of the year which seems like a good time to me since the holidays are over and many companies have new budgets etc. For example, my company produces and markets a series of instructional videos and audio programs for entrepreneurs. Summer is our best season. We attribute that to the fact that many people go away on vacation, start dreaming of someday owning their own business, and look for ways to make that dream come true. I don't know what kind of business you're in, and I don't have any experience with postcard decks, but for what it's worth, my business "picks up" considerably around mid-July until January. I'm a newsletter publisher, so I don't think a lot of those "rules of thumb" are appropriate for everyone. Sometimes I even wonder if they're more along the line of old-wives' tales.