Direct mail is still a wonderful way of targeting customers. It’s not as easy or as inexpensive as Spam, but it’s a lot more effective, predictable and trackable.

Here are the basics of a strong direct mail campaign.

1. Target your audience carefully
2. Use the “you” word as often as you can
3. Send your letter under the “President’s” signature
4. Make a charter offer
5. Create a continuity program
6. Offer multiple versions of the same product
7. Make your envelope work for you
8. Use reply cards and make the 800 number large
9. Use odd sized envelopes and experiment with textured papers
10. Test one variable at a time and use the results of the mailing for future mailings
11. Remember, the consumer has not actually touched the product
12. Create a headline like you might find in a tabloid newspaper

businessknowhow.com