Making Direct Mail Work

It went well

• When next
• New copy
• Test
• Campaign

You wouldn't think that you had much to decide after you've just had a successful mailing.  But in fact there are decisions to be made - and interestingly a lot of firms get these decisions wrong.

When next looks at the question of how soon you can repeat a mailing to the same people

New copy discusses the simplest way of changing what you send out in order to keep the response rate up high

Test deals with testing - even after you've got it right you still need to check your mailing details before the next big mail out.

Finally if you want to run a regular campaign (and why not) you need to think it through and get it running - otherwise there is every chance the campaign will simply not happen.