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The majority of our clients tell us, “We’ve tried direct mail business and it didn’t function.” This experience leaves us asking, “Why do several programs not work as well as expected, while others do well beyond a company’s wildest dreams?” According to the Direct Marketing Association (DMA), direct mail may pull in answers rates as high as 15% or as low as 0.03%. With such a huge gap, it is easy to see why a lot of companies have lost their trust in this rather popular marketing tip.

Over the years we’ve understood how well a direct mail program performs depending on the chemistry of three parts- format, suggestion, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in. But before you can pull these three parts into the most efficient program possible, you have to first define:

The goal of the direct mail piece (For example, is your goal lead generation or direct-to-order?)

The up-to-date relationship you have with the list. Is it a cold list or has qualification already occurred? (For instance, have they already attended a seminar or webinar of yours or downloaded something from your website?)

Then stick to this advice as you create your direct mail business program:

FORMAT. Direct mail comes in a variety of formats-the postcard, the business letter, or the 2-D or 3-D package to name just a few. The truth is, all three of such formats pull about the same percentage of responses, when employed correctly. The magic then is to select the format most suited to achieve your goal and specific audience.

OFFER. The suggestion is a critical element to a beneficial direct mail strains. From our experience, the strongest direct mail offer is one aimed at driving traffic to a website or retail location for the next qualification and/or selling (qualification if the contact is still cold and selling if it’s a contact where qualification has already occurred through a previous marketing activity). This suggestion can be anything from a free of charge product demonstration, an online ROI calculator, white paper download from the website, or just retrieving more service information.

LIST. The list is possibly the single most important element to an efficient direct mail strain. If you have the best format and offer but send out cards to the wrong list, you will still have nothing. And, even if you are ensured you have sent it to the appropriate list, if that list has not yet been qualified you will waste a huge sum of money. Even a house list may get quickly out of date. Make a qualifying call down of any list you plan to mail to and make sure the list is still a) accurate and b) qualified to get your offer. Perform the call short (3-4 qualifying questions at the most). Only after you’ve connected with and qualified the prospect should you place them in your direct mail engine. This will economize marketing precious dollars and sales precious time, while ultimately making the entire campaign more efficient.

Direct mail will always be one of the most compelling options to prospect, and when done strategically, pulls high open rates and makes excellent leads. Create relevant and cost-effective selections, implement with a frequency of at least three impressions, be sure to follow-up on each prospect you get to take an action and watch those leads pour in!