Direct Marketing
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Here are some tips to improve your direct marketing efforts:

• Test your lists.
• Try a test mailing of 500 or less to determine the quality of the list prior to sending out a larger scheduled mailing.
• Test your mailer design. Divide your mailing into groups that each get a slightly different design, and track the results.
• Use frequent and inexpensive post card mailings, to reinforce your message.
• Include an easy-to-understand and prominent response card.
• Include a deadline for action so your recipient will be encouraged to respond quickly rather than wait and think about it.
• Include an incentive for action. This could include an early bird discount, a free copy of some publication, or a free trial offer of something.

There are different laws concerning different types of direct marketing campaigns. Familiarize yourself with the laws and regulations (some also differ from state to state) that you are using or considering.

Direct Mail
Direct mail is a marketing technique in which the seller sends marketing messages directly to the buyer. Unlike other forms of marketing communications, such as TV advertising or placing articles in newspapers through media relations, with direct mail you don't have another medium carrying your message for you. With direct mail, you have total control over the presentation of your message.

Direct mail is a unique blend of advertising and sales. While good advertising should certainly lead to sales, direct mail allows you to present the product or service, make an offer and try to close the sale–all at once!

Make sure you've determined the purpose of your direct marketing prior to selecting the specific tool, because some tools are inherently better for certain purposes.

Learn more about marketing in the Getting Started area.

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