Key Elements of a Successful Campaign:
The List.  The Offer.  The Package.  The Timing.

The List
No matter how good your offer is . . . no matter how dynamic your package is . . . your direct mail campaign will not be successful without the right list.  It's the single most important element.

The Offer
State your offer plainly on each package component.  It should solve a problem, provide a benefit or make a strong appeal.  Whatever you do, make sure it's clear.  And create urgency to increase importance.

The Package
First, get it opened.  The greatest offer in the world may go unseen if you don't stimulate interest to open your package.  And you only have a few seconds.  Get the reader involved immediately.  If you get them to open the package, your chances of a response increase two-fold.  Now that they've opened your package, how do you keep their interest?  Make your offer clear and concise, create a sense of urgency, and make it easy to respond.

The Timing
Are you timing for a sale or event?  Are there inserts with expiration dates?  Is the product or service seasonal?  These are all things to consider when creating your direct mail timeline.


The Ten Golden Rules of a Direct Mail Piece

1. A good list is critical to a successful campaign.
2. Make it easy for the recipient to take action.
3. Your best prospects are repeat customers.
4. Do anything to get your envelope/package opened.
5. Keep good records.
6. Use testimonials to boost response rates.
7. Never forget that your prospect does not have time to read your offer.
8. List your benefits to the customer immediately, briefly, and simply.
9. Give people an incentive to respond.
10. Remember that the average response to a direct mail campaign is one percent.