Planning an Effective Direct Mail Campaign

It has been said that the success of a direct mail campaign can be broken down into three primary components:

" The mailing list or target audience

" The offer or incentive for the customer to buy the product

" The creative package or communication message conveyed in the overall package

Experts in the field of direct mail have gone further to say that 40% of a campaign's effectiveness is driven by the mailing list, 40% by the offer, and 20% from the creative package.

While this might be true from a big picture point of view, the following is a brief overview some key strategic factors to consider when planning a direct mail campaign.. Planning an effective direct mail campaign might seem easier than really is.