– Don’t give up. Direct mail takes time. If you do it one month and then take a break, you’ll never build momentum. You need to decide to make this a permanent part of your marketing efforts. You also need to measure results over the long term. When evaluating your direct mail campaign, compare sales results from one month with the same month for previous years. Comparing month to month is too difficult because of seasonal variations.
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The ‘call to action’ is simply the element of your letter where you ask the recipient to do something. This ‘something’ could be to call you or perhaps visit your website, but do make sure you are totally clear about what you want the recipient to do next and that they understand how they are likely to benefit by following that course of action.
Business Judgment Rule
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