Direct mail is a very popular way to market a company’s products or services. We have helped many customers design and print effective direct mail marketing pieces.

But here is something you may not know – the success of any direct mail marketing campaign is more dependent on the mailing list than on any other factor. You can verify this for yourself with a simple hypothetical example. Suppose the owner of a pizza parlor mailed a post card that looked just exactly like a delicious pepperoni pizza and offered a pizza for free just for returning the card. That would seem to automatically guarantee a high response rate. But suppose the mail list used for the mailing was comprised only of vegetarians – a sure case of a great mailing to a bad list.

http://macgra.com/0403Printips.pdf

Direct mail marketing – the process of using a printed piece to communicate directly with a selected audience – is experiencing a renaissance. The surprising popularity of the federal Do-Not-Call registry for telemarketing, combined with public ire at Internet-based spam, is causing renewed interest in using the mail to create leads or generate orders.

Direct mail offers several benefits over other marketing techniques:

• Targeting. Prospects can be targeted by using a list containing individuals or businesses that meet a specific set of criteria.

• Measurable results. The results of a direct mail campaign can be evaluated by computing a cost per lead or cost per sales transaction.

• Flexibility. Direct mail literature can be personalized or tailored to the individual receiving it.

• Affordability. Even a modest advertising budget can fund a successful direct mail campaign.

http://macgra.com/0310Printips.pdf