Definition · Roofing Marketing
One mailer is an event; two are a presence. The two-touch sequence is direct mail's minimum effective dose — a letter that introduces, a postcard that reminds — and on qualified roofing lists it's the cadence behind 3–5% response rates.
THE SHORT ANSWER
A two-touch mail sequence is a direct mail campaign that reaches the same household twice in a planned cadence — typically a personalized letter first, then a postcard follow-up about ten days later. Reworked.ai's roofing version sends the letter, then an aerial postcard showing the homeowner's own roof, only to AI-qualified homes — which is why response runs 3–5% versus under 0.5% for one-shot blanket mail.
2
touches: letter, then aerial postcard
~10 days
typical gap between touch one and touch two
3–5%
response on AI-qualified sequences
3–8%
on 10,000-piece storm-footprint runs
Why two touches outperform one — and usually beat five
A single mailer has one chance to catch the right moment; most don't, regardless of quality. The second touch multiplies the odds non-linearly: familiarity from touch one makes touch two feel like follow-through rather than advertising. Beyond two or three touches on the same offer, returns flatten while costs climb — the two-touch design sits at the efficient point, which is why it's the standard cadence on Reworked.ai's Direct Mail Sequences.
The list still does most of the work
Cadence amplifies a list; it can't rescue one. Two touches on unqualified doors is simply double postage on homes that were never buying. The 3–5% number exists because every sequence recipient passed two tests first — roof condition read from EagleView aerial imagery at 1-inch-per-pixel resolution, and owner fit across 50+ signals. Qualified list, two touches, aerial proof: each layer multiplies the others.
Anatomy of the sequence
1
Touch one — the letter — personal, envelope-opened, name-addressed. It introduces your company and why this specific home is hearing from you.
2
The gap — about ten days: long enough to avoid clutter, short enough that the letter is still vaguely remembered.
3
Touch two — the postcard — no envelope to open, instantly visual. Reworked.ai's version shows an aerial photo of the homeowner's own roof — the most attention-stopping image you can put in their hands.
4
The response path — every piece carries a QR code wired to Mail Alerts, so a scan becomes a text to your phone in seconds.
Frequently asked questions
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