Define Success Early!
What do you want from your direct mail sales campaign? To get a call, to get a click on your website, to get an appointment, to make a sale? The goal of any good direct mailpiece should be to prompt the recipient to take the next step, whatever that may be. Lead the prospect where you want them to go, and base the amount of steps they can take on the value of your product or service, versus the amount of risk to them. Determine what defines the success of your mailing before you ever send it.
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