Making Direct Mail Work

Campaign

• When next
• New copy
• Test
• Campaign

It's going well, so keep it working by expanding the theme into a campaign.

Don't set it in concrete, but do make some general plans.  For example, you might decide to mail for ten months a year.  Draft out your list with your rough plans of what you are going to mail when.

This will show you when you have to prepare each mailing, when to buy the list and so on.

But don't print everything a year in advance because you will never know exactly how and when the market might change.