Direct mail is a very popular way to market a company’s products or services. We have helped many customers design and print effective direct mail marketing pieces.
But here is something you may not know – the success of any direct mail marketing campaign is more dependent on the mailing list than on any other factor. You can verify this for yourself with a simple hypothetical example. Suppose the owner of a pizza parlor mailed a post card that looked just exactly like a delicious pepperoni pizza and offered a pizza for free just for returning the card. That would seem to automatically guarantee a high response rate. But suppose the mail list used for the mailing was comprised only of vegetarians – a sure case of a great mailing to a bad list.