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Then, working to get your materials printed and mailed is next step. If mailing is small, a local Kinkos and some stamps may do trick. If it is a large mailing, you may want to work with a printer and mailing house. They have economies of scale and equipment that will allow you to obtain postage discounts from presorting.
Last, but not least, track response. This may be as simple as collecting coupons. If 10 people responded out of 100, you know response rate right there. Then make changes and test future mailings to improve return on investment.
Direct mail is often overlooked. However, it is a very effective medium. Many even use it very effectively to drive traffic to their website. As a small business, it is worth considering. The USPS.gov has a wide variety of resources available if you are interested in more information.
Brett Daly is a Marketing Specialist for a software firm in the mailing and printing industries. He has an MBA and a B.S. in marketing with a minor in political science from the Rochester Institute of Technology.