“Direct mail is only junk when it’s of no interest to the receiver,” says “Guerrilla Marketing in 30 Days (affiliate link).” Direct mail should be targeted to your audience, which will keep it out of the junk mail category.

Direct mail can be personalized, is targeted and focused, has a call to action, informs, educates, persuades, and the results are measurable. Its success is determined by having the right target market.

Your message should be clear, concise, and attention getting. It needs to look different from all of the other direct mail out there, and you should never put it in an envelope, especially if it looks like direct mail. Try a postcard.

Copy is what sells in direct mail. Don’t over design it; it shouldn’t overpower the message. Color, headlines and benefits sell.

In direct mail, repetition, patience, perseverance and commitment pays. Once a month is not too often. (Coke advertises daily.)

Adapted from “Guerrilla Marketing in 30 Days (affiliate link).”