One of the important fact is that direct mail is one of the most effective marketing tools. It does not matter whether you have a small scale business or a large scale business, it is useful for everyone.
But some people overlook some of the basic "rules" that are involved in crafting an effective direct mail campaign. Perhaps you should follow these guidelines...

The success of your campaign relies on the following:

The accuracy of the data base
The quality of your offer
The appeal of the content

Many people say that there is a 40-40-20 rule. It means that the mailing list makes use of the 40% of the success of a mailing, another 40% offer is made, and the whole presentation is responsible for the remaining 20%.

Buy a good list
you must know about your target audiences well as who are your best customers. You must avail the facility of a qualified mailing list provider.

Create a powerful offer
you must ensure that your offering in terms of your package is clearly spelled out and easy to understand. It should have a high perceived value. Know the power of WORD...
Make it easier for the customers to respond—with the help of your website, email, telephone, mail and/or fax. You must also provide a money-back guarantee if appropriate.

Create an appealing content creation
the contents of your mail should reflect your company’s positioning, its future plans, as well as brand strategy if you think that you are exclusive, unique or high-end then it is advisable to include all this in the content.

If you offer low pricing, then your mailer should have a “budget” look and feel to it. The copy should be simple as well should include clear, short and descriptive sentences.

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