Don't underestimate file maintenance. Plan on one update each day for every 1000 names on your mailing list.

Your customer list is usually your best list, generating 2 to 10 times the response of a rented mailing list.

Multiple lists should always be merged and purged to make one large list for the best postage savings.

Rent lists from publications in which you advertise and time your mailings to coincide with your print campaigns. You'll see better results from both.

Knowing something about your customer is as important as knowing everything about your product or service.

A mailing list of known mail order buyers or specialty magazine/newsletter subscribers will ordinarily out pull a compiled list.

Don't overload your database with information you won't use. If you can't maintain it, don't include it.

On the average, mailing lists should be "cleaned" twice a year at a minimum.

Using simple first-class postcards is a cost effective way to clean your in-house mailing list.

To make best use of your database, plan on mailing at least four times a year.

90% of all direct mail responses are received within two weeks of the first response.

Always test as part of your direct mail program but never allocate more than 20% for this purpose.

Allow respondents adequate time (usually at least six weeks) to respond to seminar mailings.

For effective follow up campaigns, plan on 3 to 5 letters with no more than two weeks between mailings.

The most frequently read parts of a direct mail letter are the first sentence and the P.S.

Bulk Rate (Standard) Mail can take up to three weeks for delivery. First-Class is usually five days maximum.

It takes ten to fourteen weeks to plan and execute a new direct mail program.

Fulfillment requests should be sent within 48 hours of receipt of the request.

A well timed follow up will often produce a response equal to or greater than the initial mailing.

Remember; The outer envelope's primary purpose is to get it self open. The secondary purpose is to carry the contents.

Personalized response forms make responding easy and improve results.

Line up your vendors for a direct mail project early and involve them in the planning process. You'll save time and money with their expert advice.

The right offer can sell almost anything. It should be the most considered part of your direct mail campaign.

An inexpensive Free Gift or Free Trail will significantly increase your response rate.

Offer several ways to respond - Business Reply Mail, phone or fax (toll free), email or a web site.

Try to keep customer or prospect surveys short enough to be complete in one minute.

Use the words "you" and "yours" often in your direct mail letters. They are personal communicators and will increase response.

Ask people to correct name and address listings. It improves response and cleans your list.

The more attractive you can afforrd to make your offer, the higher your response will be but it has to make economic sense.

Your offer needs to stand out and be the highlight starting from the envelope all the way through to the reply device.

Write the reply device first, then the letter. Reply devices should always restate the offer.

Self-Mailers will not generate as high a response as an envelope and seperate reply device.

Offer prospects the opportunity to check a box that says "No, I'm not interested at this time" The more chances to respond, the more responses you will see.

Ask for referals on all response pieces. Your "real" prospect might be in the next office.

 

Variety in types and sizes of envelopes usually pays off in a series of mailings.

Put a recipient address on the response card and have it show through a window envelope. It makes it easier to respond and it can be coded for tracking.

Carefully consider the size of your mailing piece. Overly large or small sizes often cost more for preparation and postage.

To increase your sales without increasing your costs, cut your list in half and mail two or more times to the same group.

The cost per unit mailed is less important than the cost per lead or cost per sale.

Multiple mailings are more effective than single mailings on a cost per lead basis.

Test different mail packages for response by changing one variable at a time, then roll out the entire campaign with the winning package.

Your best response will come from a closed-face, highly personalized mactched letter package.

For better response rates, have the reply device go back to an individual, not just a company or department.

Get full value for your postage by including additional enclosures. You can mail up to 3.3 ounces at the same postage rates using bulk rate (standard) mail.

Postage meter imprints or stamps pull better than a printed postage paid indicator.

More than 50% of your future business will come from current customers. It costs five times as much to get a new customer as it does to maintain current ones.

For Laser Letters always make sure your paper and ink are compatible with the high temperatures used for toner adhesion.

Always buy booklet style envelopes with the flap open on the long dimension so they can be inserted by machine.

Always check with your mail house before you go to press. They know which formats and stocks work best on their mail equipment.

Rely on a full service direct mail firm for your next project. Experience counts more than it costs.