It is a lot easier to get a 0% response rate using direct mail than you think. In fact, sending one piece of mail is a classic mistake many organizations make. One exposure is a complete waste of money. With typical response rates being 0.5%-1%, it is easy to generate no response when you use a less than well-targeted list or a less than compelling offer.

Response rates vary dramatically. You cannot expect the same response rates on a mailing to prospects as on a mailing to customers. It is far easier to make a second sale to an existing customer than a first sale to a complete stranger.

Direct mail is one step in the selling process. It can boost sales by taking some of the drudgery out of qualifying leads. To call a universe of 1000-3000 prospects and to make contact takes longer than a mailing to the same number. Direct mail is a great way to educate your target market cost-efficiently. One letter of introduction and a $0.37 stamp will rarely close the sale for you. Human interaction, persuasion and follow-up are required.

Marketing exists to make selling easier. A key advantage to mailing to a large universe on a consistent basis is that an inside sales person can spend more time with more qualified prospects on inbound calls and spend less time on outbound, cold calls.

It takes multiple iterations to perfect your list, clean up bad addresses, figure out who is the real decision maker and learn about the real needs of your target market. One mailing will not do the trick. There are too many variables. Mass mailings have given the direct mail industry a bad reputation. Credit card companies are notorious for junk mail. Wouldn't if be nice if those companies asked us if we want to receive future solicitations? Make your communication interactive. Winging your approach to direct mail can lead to disappointing results. The more limited your budget, the more planning and precision are required.

You can improve your chances of success with direct mail when you give prospects 12 different reasons to respond, 12 times a year. Eventually, you may hit on a reason that moves them to take action. Or the timing can finally be right. Or they actually start to pay attention to your messages after the 3rd-5th exposure.

Let's face it. In many cases, you are mailing to a complete stranger who has never heard of your product or service. You need to educate them "What's in it for them?" People buy for their reasons, not yours.

It is not easy to match the right buyers to your product or service at the right price at the right time. One challenge with boosting sales is not knowing what's on the prospect's mind. When you send 1,000-3,000 different prospects in 100-1,000 different industries a letter, it is hard to speak their language collectively and find a common, compelling reason they may need your product or services. Use customer feedback or insight from your sales force to craft relevant messages and do smaller mailings to select audiences.

Rather than blow your entire marketing budget searching for a silver bullet and making one-shot purchases, invest in a well-organized, integrated campaign approach. Direct mail to a well-targeted list is one marketing channel worth investigating. Budget for 3-12 exposures and practice it year-round. Direct mail can be very cost-effective when it is used as a lead generation step in the sales process.