At the end of this article you will know:

1) What kind of mailing you’re going to do.

2) Who you’re mailing to.

Lets get started!

The first thing you should do is figure out why you’re considering a mailing in the first place. It takes time and money to mail a bunch of letters. What are you hoping to get in return?

Decide what you want to get out of direct mail.

Why are you doing this mailing? Are you looking to advertise a sale, and bring people into your store? Are you looking to sell something directly? Do you want people to call you, or set up an appointment?

(FYI, “checking in” or “introducing yourself” is not an objective. It is a waste of money.)

It’s important to understand what you’re hoping to accomplish, because it affects who you mail to, what offer you’re going to make, and …