When done correctly, direct mail is one of the most effective marketing tools available to small businesses, regardless of industry. Unfortunately, many first-time mailers–and even some experienced ones–overlook some of the basic “rules” for creating an effective direct mail campaign. Here are some proven thoughts to heed when planning your next mailing.

The success of your campaign relies on the following:

1. The accuracy of your mailing list

2. The perceived quality of your offer

3. The appeal of your mail piece .

Many experts speak of the 40-40-20 rule. It states that the mailing list makes up 40% of the success of a mailing, the offer makes up another 40% and the package itself (paper, design, copy) is responsible for the remaining 20%.

Buy a good list

Understand who your best customers are. Select a qualified mailing list provider.

Work with your list supplier to develop the most effective prospecting list for your needs and budget.

Create a powerful offer that will make people want to respond

Make sure your offer is clearly spelled out and easy to understand. Offer something with high perceived value. Don’t underestimate the power of the word FREE. Make it easy to respond–via website, email, telephone, mail and/or fax. Offer a money-back guarantee if appropriate. Repeat your offer, response options and guarantee as often as possible.

Create an appealing mail piece

Your mail piece should reflect your company’s positioning and sales strategy. If you are perceived as exclusive, unique or high-end your mail piece should reflect it. If customers buy from you primarily based on low pricing, your mailer should have a “budget” look and feel to it. Keep your copy simple by using clear, short and descriptive sentences.

Personalize the piece. Use a call to action ­ tell the reader what you want them to do and by when they must do so.

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