Postal Power

Secrets to boosting your direct mail'seffectiveness

Dubbed junk mail by some, direct mail is the Rodney Dangerfieldof marketing.But this don't-get-no-respect medium is actuallyone of the most effective,precise and economical ways to get yourmessage delivered to key audiences.Jack Rein, a direct-mailmarketing consultant and owner of Rein Associates, adirect-mailconsulting firm in Shrewsbury, New Jersey, says there areseveralmistakes entrepreneurs make when launching their direct-mailefforts. Knowingthese secrets to success can help you avoid somedirect-mail pitfalls.

Converse first.If your mailing is going to require ateam effort--aprinter, list broker, mailing house, graphic designerand writer--be sure toconsult in detail with each person at theproject's onset. Discuss your goalsand invite feedback.

Buy from a broker.Because selecting the right list isthe single mostimportant element in your direct-mail effort,consult a reputable list broker.A knowledgeable broker will be ableto help you find a list that will meet yourcriteria with minimalwaste.

Use the list ethically.Most lists are rentable forone-time use(although you can usually pay for multiple uses) andhave minimum purchaserequirements. Don't even think aboutpoaching the list to use more thanonce--most are salted with dummynames that allow list companies to track who'smailing withoutauthorization.

Be careful with creativity.It's important to becreative when you'recompeting for a prospect'sattention--but run unusual sizes or shapes by yourlocal post officefirst.

Be benefits-oriented.Too many direct-mail pieces getbogged down indetails that don't sell the prospect. Be clear,show your prospects what's init for them, and make sure yourresponse mechanism is easy to understand.

Testing 1-2-3.Test different lists, mailing pieces andoffers, anddon't be afraid to try new approaches.

Check your timing.Rein suggests sending local,first-class mailings onMonday. Most pieces will reach prospects onTuesday, the lightest mail day ofthe week. Different industrieshave different times of the year that work bestfor them; check withyour trade association or list broker for recommended times.