A coordinated direct mail sequence that sends multiple postcards (waves) spaced over several weeks.
Definition
A multi-wave campaign is a direct mail program in which the same audience receives multiple postcards (typically 2–5) spaced several weeks apart. Each wave usually has a different design, message, or offer to avoid fatigue. Modern multi-wave campaigns often add phone calls and email between mail drops for an omnichannel sequence.
Why it matters
Single-postcard campaigns get 3–5% response rates. A coordinated 3-wave sequence reaches 8–12% cumulative response because different recipients respond to different messages at different times. The compounding effect makes multi-wave campaigns the highest-ROI structure for any direct mail program.
Example
A chiropractor runs a 3-wave reactivation campaign: Wave 1 in week 1 ("we miss you"), Wave 2 in week 5 (different design, stronger offer), Wave 3 in week 9 (deadline-driven "last chance"). Cumulative response rate is 9% versus the 4% a single postcard would have produced.
Related terms
- Recall Postcard — A postcard sent to existing customers or patients who are overdue for a routine appoint...
- Campaign Playbook — A pre-built campaign template with timing, messaging, channels, and follow-up steps con...
- Omnichannel Marketing — A marketing approach that coordinates multiple channels — direct mail, phone, email, SM...
- Postcard Marketing — A direct mail strategy using postcards — uncovered, single-piece mailers — to reach cus...
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