Making Direct Mail Work

• Choosing the right mailing list
• Getting the content of the mailing pack right
• Mailing out at the right time in the right way

The content of your mailing

• Result
• Style
• Components
• Response

By content we mean what you send out - the leaflet, the brochure, the free gift, the catalogue...

In deciding what to send you need to think first of the result that you wish to obtain - it is distressing to find that a significant number of firms that mail out have no clear idea what they are hoping to get in return.

Then you must decide on your style - how are you going to present yourself and your product?  The answer to this might seem obvious, but the fact is that there are many different approaches, and they don't all work as well as each other.

Next there are the exact componenets - should you send a brochure, or just a letter, or a brochure with no letter?

And finally the response - how many replies are you going to get - and how many do you need?