Eight Rules of Thumb for Direct Mail Marketing

Ø      The most important element is the right list.

Ø      Make it easy for the recipient to take action.

Ø      Letters almost always outpull mailing packages with no letters.

Ø      The best buyers are those who have bought by mail before, a rapidly growing number.

Ø      Do anything to get your envelope opened.  Unopened mail is another word for trash.

Ø      Keeping good records is paramount.

Ø      Testimonials improve response rate.

Ø      Remember that nothing is as simple as it seems.

- Jay Levinson & Seth Godin