Guide to Direct Mail Marketing

Build or buy the best mailing list

Begin by collecting addresses from your existing customers. To expand beyond your current customer base, buy or rent a mailing list from a list broker. Their services are free; you simply pay for the list.

I recommend: Search for reputable list brokers at the Direct Mail Association's DMA Yellow Pages.

Use a one-stop-shop mailing provider

Don't have time to deal with list rentals or to design, print, mail, and track your direct mail pieces? Lighten the load by hiring a mailing provider. Most offer a slate of services either as a package or a la carte.

I recommend: The U.S. Postal Service offers some support, and private companies like MailersClub provide complete direct mail services. Visit the Mailing & Fulfillment Service Association (MFSA) to find out what to look for in a mailing or fulfillment service company and search for one on the MFSA database.

Go with a professional wordsmith

Many consumers will only read a few words, if any, of a direct mail piece before deciding whether to continue reading or to toss it. Up your chances of staying out of the circular file by hiring a pro to write sizzling, creative copy for your campaign, or at least to check for errors and clarity. Editorial gaffes can obscure your message, or make you seem unprofessional and sloppy.

I recommend: Visit Guru.com to conduct a free search for a copywriter. On Mediabistro.com, you can browse listings of copywriters and copy editors.

Get the right look with a graphic designer

A well-designed mailing can grab consumers' attention and entice them to give your piece more than a cursory glance. To build your brand, make sure the look of your mail campaign is consistent with other communications, including print ads, marketing kits, in-store pieces, and product packaging.

I recommend: Find design help at FreelanceDesigners.com or search for designers who have experience with direct mail campaigns at Guru.com.