The direct mail business has been around for a long time and, over the years, most have discovered the basics that are critical to creating a successful direct mail strategy. You need to consider many elements that make up a good strategy rather than just a mail drop. Remember, customers dont read your mail- they look at it. So remember, you only have a second or two to capture their attention and impress them with what youre offering.

The main issue is to deliver a message that hits the customer where it counts emotionally. People buy things based on emotions- they take action on emotional issues- your direct mail has to connect with them on an emotional level. What are the first emotional issues, colors, and designs? Color plays a critical role in the success of your direct mail piece. Youll probably want to use colors that support your offering. If you are selling to an off-road, SUV or truck market, you might want to use browns or greens that support the experience of being off road and using the vehicle as intended. Design is the next critical issue. For the SUV market youd use a shot of a truck or SUV off-road, exploring the outdoors, venturing where your customer wants to go. They see themselves there and they look at your offer. If you are selling luxury cars, youll want to establish the image of luxury and success that builds interest in your piece. Using color and design themes will make your direct mail get more attention and better results.

After your color layout/design, remember the old adage that less is more. Dont cram too much information into your copy. Keep some white space or space where there is nothing crowding a particular picture or text. Let the ad work for itself.

Target the correct audience for your campaign. You need to invest in a good list. Lists are available today more than ever. Technology is available today to target the right customer. If youre selling luxury cars, its ineffective to send a mail piece to a prospect that filed bankruptcy last year. Target your mail, reach the right audience and youll see far better results.

All advertising is timing and consistency related. Consumers are not interested in your offer every time they see it. If you believe you can achieve any consistent result by simply dropping an occasional mailer, I am sorry to tell you, youll be disappointed.

Use action calls to get your offers noticed. People like deals- they react to incentives that grab their attention. Try to vary your incentives and your call to action to get your customer trained to look for your offer.

Try to change your message occasionally to freshen up your copy as well as changing the call to action. Stay on target and build your brand name and slogan. Plan a strategy and youll find that direct mail can still be the best return on your advertising dollar.

Tim Taylor is CEO of ACME Publishing Inc. and ACMEAutoZone.com. ACME is a full service print and mail house that has specialized for over 27 years in marketing, promotions and events. He can be contacted at 866-394-1136 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .