24 Principles of Direct Mail Marketing

This article from iversonsoftware provides a scuccint summary of the improtant points to note when executing a direct mail campaign

1. There are four important elements in a "Direct Mail Package" and close attention must be paid to each: (Before anything, of course, comes the essential "idea" since the conceptual strategy is still key.)
   1. the graphics (carrier) which must be opened by reader - i.e., "what does it look like?"
   2. the offer: the way the proposition is phrased - i.e. "what's the deal?"
   3. the copy: the compelling description that gets the reader to buy or act - i.e. "how is it said?"
   4. the list: the targeted audience most likely willing to buy or act - i.e. "who is it sent to?"
2. Perhaps the most important element is the list since an excellent offer, with a striking carrier and compelling copy – if mailed to the wrong list - can be a disaster. Others believe copy is most important, but don't let ranking bother you since each element is important. Take all reasonable steps to get, use and keep the most accurate and up-to-date lists possible to increase your margin of success. Set up a system to add names and keep'em current.
3. Heed "Daly's Law" - "Everything takes longer and costs more!" So, it's wise to start a project in ample time to make all elements come together in an easy manner. Use a "reverse timetable" to plot what needs to be done and when. For instance, you probably need to order lists first. Then, don't forget the envelopes, printed stock, other enclosures, etc. Allow time for delivery and return action plus follow-up mailings.

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