Package planning is essential to a successful direct mail marketing campaign. Will it include a letter, sell sheet, coupon, and business reply envelope? Perhaps you’ll be using a postcard. How big? How small? What creative direction will you take? The bottom line, says Michael Fleischner, author of The Webmaster’s Book of Secrets (webmastersbookofsecrets.com), is that your offer resonates with your target market. Also, consider the following:

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.

• An effective envelope message motivates consumers to open your piece. Your direct mail offer is no good unless it’s seen by your target market. Spend a lot of time on the envelope, giving consumers a reason to open it and learn more about your offer. Create a swipe file of direct mail promotions that you’ve personally received and opened. What was it about these offers that compelled you to take the next step?

• Alternative formats can help you qualify for lower postage rates. Manage your budget carefully, as large direct mail campaigns can have a high cost and negatively impact your return on investment. One great avenue for lowering costs and increasing response rates is to experiment with alternative direct mail formats. Learn more at usps.com.

• Create a clear call to action. Too often direct marketers create a compelling piece or a great offer but make it difficult for prospects to answer. Overcome this issue by providing prospects with multiple ordering methods. These can include a secure Web site, a toll-free number, or a faxable order form. Consider the pros and cons of various ordering methods, keeping the consumer in mind. You want your buyers to have a positive experience so they order from you again and again.

One final tip: Always begin with a simple goal that is easily defined and measurable, then choose a preferred direct mail technique and see if you meet your goal.

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