Tips For Effective Direct Mail Follow Up

Direct mail remains an effective tool for your marketing plan…as long as it is done properly and with realistic expectations. Unless you have a true price point (i.e. retail), don’t expect much instant response to your direct mailing. Without a price point, direct mail’s main benefit is in imaging and top-of-mind awareness. In my first marketing class in the late 80′s, we were taught that direct mail traditionally gets about a 1% response rate. Not much has changed in the past (gulp) 20+ years…including approaches that will get you that response.