Direct mail has always been an effective marketing tool. Obviously a quality mailing list is crucial. But also the message must be concise, convincing, and provide a call to action. Whether a postcard, personalized letter, flier, or other format, we always specify five important steps in the direct mail process for it to be successful.

1. It must reach its intended audience (must get past the "guards.")
2. It must be opened (a personalize letter, for example will almost always get opened)
3. It must be read (here is where the writing style must be enticing)
4. It must be understood (perhaps the most important step)
5. It must be responded to (a powerful "call to action")

Nowadays, we often use direct mail to simply bring the reader to your website. With this approach, the piece need not be lengthy nor filled with details. This can often mean a savings in printing costs.
A Tale of Two Philosophies

There are two concepts regarding direct mail, each of which can be effective depending on your goals.

a. Targeted Direct Mail - cultivating a very specific mailing list can ensure a high delivery/open rate. Such a list may be clients, or good prospects. Often this approach allows you to create a relatively expensive mailing piece since you may not be sending many of them. The response rate for such a mailing will typically be high, especially if the recipients are familiar with your organization.

b. Mass Mailing - this is a numbers game. If you can receive one lead from a hundred sent, you can receive 10 leads from a thousand sent. Often, these are inexpensive mailers containing some significant incentive--contest, giveaway, etc. Contained in this category is what most people refer to as "junk" mail.