There is a science to direct mail. The key components are the look, the message, and the targeted list. If any of these components are "off", then you'll be affected.
If it's not a postcard, then getting the piece opened is the 1st critical juncture. The key is to personalize the piece. You want the reader to think that the piece is meant solely for them. Microsoft's Word program has a mail merge feature that you can use with a contact database or even Excel file. ASP contact databases have this feature built in. I recommend a first class 39 cent stamp (at present). As far as the return address is concerned, there are a couple schools of thought. Some add the name of the (your) company, and others don't for fear that the reader won't open. I like the ladder at first until the recipients get used to you.
The 2nd critical juncture is the message. The "copy", or message within the letter itself must be bold, must offer the reader something in addition to educated on the service, and needs to be guaranteed. Finally, you need to direct the reader on specifically what to do, whether it's to call you, to come by (retail), or other.
The last important element is the mailing list that you use. The top two components might be great, but if you're not putting in front of those who need your services, then you're wasting time (not only with this mailing, but future mailings as well). This is why it's so important to get a strong list developed before you take action.
Any other ideas on making a strong mailing list? I'm always looking for a better mousetrap!
Thanks,
Scott
scott@impactyourcompany.com
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