Direct mail marketing isn’t just for selling magazine subscriptions, collectibles, nutritional supplements, or Chia Pets. It’s been used to market everything from life insurance to lawn care services to restaurants — even $35 million corporate jets. Here are four direct mail marketing tips to help your business increase sales and profits:

Old-fashioned direct mail is hot again, but the “rules” have changed to meet changing consumer habits. To ensure success, you need to know what’s working and what’s not in direct mail marketing. Find out by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2010 without cost or obligation.

1. Lead generation. This is a common — and crucial — practice for owners of growing businesses. Insurance agents, for example, use direct mail to generate appointments with prospects. Chiropractors and dentists send out direct mail postcards to get potential new patients to come in for a free initial examination.

2. Fundraising. Do you sit on the board of the local animal shelter, a fraternal organization, or another nonprofit? A direct mail offer can be used to solicit donations to fund new projects and keep the operation running smoothly. Schools, museums, charities, and political candidates all raise money through well-crafted sales letters.

3. Renewals. Policies, subscriptions, and annual service contracts can all be profitably renewed through a series of simple letters to the customer. With a coordinated mail series, renewal rates can approach 40 percent or higher.

4. Retention. Direct mail promotions can be used to cross-sell existing customers on your other product and service offerings, or to build goodwill with “preferred customers” through special discounts, gifts, and other rewards.

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