1-2-3 Elementary keys to direct mail success

 http://youtu.be/Wh1Pry1yUjI   (Len Barry, Hullabaloo, go-go boots, The Pony....  The 60s were fun times.)

Success with direct mail is really as easy as 1, 2, 3.  Whether surface mail or -mail, it's a great way to get response from a defined audience.  Just watch these three things:

1.    THE LIST

Of course, you want your message to reach the RIGHT people. So having a good list is critical.  If you’re purchasing a list, ask to test a small number of names before investing in the full thing.

You can expect 1-3% wrong addresses.   Keep track of the number of bad addresses.  You may be able to get money back from your list provider if you get more than 3%.

2.    YOUR CREATIVE

Think of all the stuff that collects in your inbox.  A mailer needs to break through that clutter.   Entice the recipient to open and read it. 

So have some fun. Maybe take a risk.  Different creative approaches can be tested to find what works best.

3.    THE OFFER

Direct mail is all about response.  So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet.  Be creative.  You can test offers, too, to find the one that works best..