1. Select the right list
A crummy mail campaign sent to a good list can make money, but even brilliant mail sent to a bad list will fail every time.
2. Update your list
Lists go out-of-date at a rate of 15% or more every year (source: NCOALink).
3. Go bold!
Choose a clear, bold headline and a color that pops for maximum notice!
4. Watch out for “muleta”
Muleta is the little red cape bullfighters use to distract the bull. Similarly, look for anything in your piece that will distract potential customers from your offer, message or product.
5. Now or later?
Be sure to present a call-to-action and an offer. One of biggest mistakes is burying (or not including) a call-to-action. Tell your prospect exactly what you want them to do.
Be consistent and commit. Consumers rarely get multiple pieces from a business. Hit your prospect with different communication about the same thing, or hit them with different products with the same look or feel, or both. Repetition makes your reader think “Hmmmm&hellipthese guys are still contacting me.” Demonstrate that type of persistence and for added credibility.