Behind every great marketing campaign is a plan. A plan gets you where you want to go, sets objectives, and maps out ways to meet those objectives. Like a map, without a plan you won’t know how to get where you need to go.

You must define your target market. This includes demographics as well as their geographic region. If you know who you are going to reach, you can tailor your direct mail’s message to a need that is not already being met.

Your direct mail piece must be attractive to grab the reader’s attention. People are bombarded with so many messages today—and so much advertising around them—your package must stand out. You can achieve this with quality graphics and a balanced appearance within your mail piece.

Offer an appealing incentive. Sending out a direct mail piece without a strong motivator is like walking to the garbage and throwing all your money away. People may read about your business—but unless it inspires them to try your product or service, you won’t see good results.

Repetition...Repetition...Repetition. It’s not enough to send out one mailing to any target. It takes at least 3-7 times of exposure before consumers remember you and what you sell. Once exposed, you must offer a strong enough reason to motivate people into buyers.

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