Do: Use direct mail as part of your regular marketing because it is one of the most cost effective ways to reach your target audience.
Do: Make your direct mail simple and easy to read. It can be as inexpensive to produce as postcard or flyer, or as elaborate as a 4-color gift box with a promotional product inside, but whatever you choose to send, get your message across quickly and concisely.
Do: Make sure your direct mail goes to an updated mailing list or, if un-addressed, to areas you think will bring you your greatest return.
Do: Measure the success of your direct mail’s effectiveness by tracking the number of inbound calls or walk-ins. Also track how many of those potential clients become clients.
Don’t: Don’t try to send direct mail by yourself if your time is valuable and you have too many pieces to send (almost always).You can easily spend a full day producing, printing, folding, stuffing, and stamping 250 to 500 letters, and then dropping them off at the Post Office (not quite in time for the last pickup).
Don’t: Judge the success of your campaign by the response you get from ONE attempt. Tweak your message, try a new offer – direct mail should be tested 2 or 3 times to really get a measure of it’s success.
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