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Here are 99 direct mail marketing tips to ensure that you get the right message to the right target--in the right way.

Direct mail is one of the most important pieces of your marketing plan. Developing and executing the campaign can many times be a thankless job. Today's mailing regulations can get complicated--postage rates are changing and the flood of mail makes it harder to stand out.

The right message is very important and must get to the target prospect in the right way on a frequent basis. Capturing your reader has to happen fast and your reader must be motivated to take action.

  1. Give a free gift to increase response

  2. Highlight the free-gift offer prominently

  3. Use short copy to tease the reader to read further or respond

  4. Minimize the use of buzz words

  5. Make your offer easy to respond to

  6. Prove any claims with details to add credibility

  7. Ask for the order right away

  8. Use graphics and color to support the message and text

  9. Offer a free trial to eliminate risk

10. Hire a professional copywriter for your content

11. Hire a professional graphic designer

12. Make your offer easy to understand at a glance

13. Promise many benefits

14. Give many reasons to buy

15.Use all the formatting available with taste

16.Have your direct mail reviewed by an objective third party

17.Use colored paper to make impact and save on printing costs

18.Consult with a direct-mail specialist

19.Use a reply card or other reply mechanism

20.Put a headline on the envelope

21.Survey customers about what they'll respond to

22.Include postage-paid return cards or envelopes

23.End a page with the middle of a sentence to encourage more reading

24.Personalize as much as you can

25.Use a Post-It note for greater impact and attention

26.Make the offer very prominent in the copy

27.Use a no-risk guarantee

28.Keep track of target recipients, replies and follow-up

29.Tell the whole story

30.Keep paragraphs short

31.Break up long copy with graphics or white space

32.Don't dwell on history or background

33.Offer a free-trial period

34.State your geographical service area even if its global, national, regional or local

35.Keep the sales pitch positive and highlight the benefits

36.Include a call to action; tell your readers exactly what you want them to do

37.Use a "P.S."--its one of the most frequently read parts of the copy

38.Make it easy to purchase: credit cards, terms, etc.

39.Offer a discount for a quick response and order

40.Make a simple order form for faxing

41.Always put a sense of urgency and deadline in your copy

42.Put a picture of a phone by your phone number

43.Put testimonials at the top of the content and by the call to action

44.Use typestyles that are easy to read, not a mix of them

45.Have a call to action at the beginning, middle and end of your copy

46.Use free information, free samples and a free demonstration as a marketing hook

47.Offer a free consultation in addition to the free information hook

48.Separate features and benefits (emphasize benefits)

49.Use bullet points and small segments of information

50.Use subheadings and subtitles

51.Include a toll-free number if you have one

52.Get your readers involved with a contest

53.Use a tear-out coupon or one with a printed perforation

54.Ask plain questions and offer a simple solution

55.Put in a photo of yourself or an associate's to personalize it

56.Make promises; keep promises

57."Free" is still a motivating word--use it and highlight it

58.Use handwritten notes or comments on your direct-mail piece

59.Guarantee customer satisfaction

60.Offer proof of the benefits

61.Include case studies and success stories

62.Restate your offer often, especially at the end of the communication

63.Use captions, sayings or titles under all photos

64.Order your mailing list or compile it way in advance of your execution date

65.Test your list and use "Address Correction Requested" to clean your list

66.Mail to vendors as well as target prospects

67.Outsource things you don't do best: printing, mail prep, design, etc.

68.Put yourself on all mailing lists

69.Work with a list broker to tighten list specifications

70.Test different copy, headlines and offers

71.Use graphics on the outside of envelopes

72.Measure results and calculate ROM (Return on Mailing) dollars

73.Code your mailings to measure response<

74.Mail frequently to a smaller subset of your list

75.Plan and prepare enough mailings for three months at a time

76.Use color

77.Do a co-op mailing with a fusion marketing partner or power partner

78.White space is good--a clean look is professional and easy to read

79.Print in large quantities to take advantage of cheaper printing prices

80.Use mailing pieces as handouts and for sales kits

81.Mail to PR contacts

82.Self-mailers are read more than stuffed envelopes

83.Postcards are very efficient; usually both sides are looked at

84.Print on the flap of the envelope to increase exposure

85.Create excitement: "Act Now!", "For a limited time!", "Hurry while it lasts!"

86.Deliver stacks of left-over printed items to trade organizations

87.Its OK to send the same piece over and over for consistency

88.Mail to educational institutions

89.Create fun for you and your prospect with your campaign

90.Tie other marketing to your mailings

91.Put your website address on all mailing pieces

92.Odd shapes work, too

93.Mail with stamps get opened before metered mail

94.Include pre-stamped reply envelopes

95.Don't delay your mailing by trying to mail in bulk on one day

96.Include a business card in a letter

97.Lumpy mail gets attention--it gets opened and gets a good response

98.Have a conversation with your prospect

99.Publicize your direct-mail campaign

Hopefully you've found one or two--or even dozens--of tips for your next mailing. They're easy tips for any business to use, and are guaranteed to increase your customer response rate.

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