Here’s a direct mail game plan to help ensure a winning season.

Spring is the time we get back in the swing with baseball.  It’s the season for direct mail, too.  Are you covering all of your bases in your direct mail program?  Even seasoned direct marketers can slip on best practices in the midst of managing a hectic marketing schedule. 

Taking some time to proactively review your game plan can save you headaches in the middle of a job or campaign and will ensure better results. Read more.

The quality of your mailing list is the most powerful component of your direct mail plan.

Your list has greater leverage in increasing your response than your offer, the timing of your mailing, or your creative.  So before you starting working on design and copy, spend some more time making sure your mailing list gets you the maximum results.

Your mailing list is really an integration of multiple lists that should include your customers, inquiries and leads, and prospect lists.  But don’t treat all these lists the same.  You’ll get a much higher response if you have a separate mailing strategy for each group. Read more.

The response rate to a direct marketing campaign—or the “upfront” response—is the initial indicator of results.  This is the number of responses divided by the quantity mailed. Our clients frequently ask us what – exactly – is a good response rate?

It’s tempting to jump to conclusions about the success of a campaign or test based on the response rate, but it is only the beginning when evaluating your mailing list results. Read more.