show that your real estate firm has listed or sold a home in reader’s neighbourhood

announce re-opening of your business after renovations are complete

distribute a coupon that gives holder a discount at your store

announce opening of a new location near your customers and potential customers

remind customers when product that you sell (such as home heating oil) is ready to be replenished

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5. Produce Package

Have you ever read an ad or received a mailing without a phone number or address? Often people get so wrapped up in copy they forget to call for action. Boldly feature your phone number, address, web site address, email address and fax. Make it easy for your prospects to contact you.

Your logo should visually express essence of your company's mission along with a positioning statement that sets you apart from your competition. Design a "risk-free" response certificate that clearly repeats your most valuable benefits and moves your reader to say "yes."

6. Testing

The standard business-to-business mailing package includes an outside envelope, letter, brochure, lift letter and response device.

The benefit of direct mail is that you have an unlimited number of choices when it comes to your package. You can choose paper, ink color and size of package. Or you might choose a postcard, self mailer, flyer or 3D package which is almost guaranteed to get opened.

7. Follow Up

The three most important elements to test are list, offer and package. Studies show quality of your mailing list represents 40% - 70% of your mailing success.

First, carefully select your list, keep your offer same and test one list against another; either two rented lists or your customer list against a rented list.

Then, test your offers. Keep your list same and change your offer. A one word change in a headline can boost your response over 300%. Test discounts, free gifts, free samples, personalized coaching or free reports.

Third, test creative. Colors create moods and can affect response. Test a humorous approach vs. a serious approach. Test photos vs. clip art, ink colors, paper colors, envelope design. Test a postcard vs. a letter. What about a teaser on envelope vs. a blank envelope? All these variables can affect your response and should be tested.

It's useless to have a powerful measurable tool like direct mail and not evaluate whether it's working. Keep track of your response. Code your ads and business reply cards and determine what is most profitable combination of elements for your market.

(c) Allan J. Katz, 2005. Permission to reprint granted to all venues to long as article and by-line are not changed and links are clickable.