Direct Mail

Ever since interpersonal communication evolved from letters to phone calls, e-mail and text messages, most of the load hauled by the USPS today is either bills or ads of one sort or another - neither generally welcome.

Still, until we're tattooed with individual bar codes at birth, have tracking devices implanted under our skin and phones grafted into our skulls, snail mail is the least expensive, most direct way to get a tangible message to a specific individual.

With targeted communication (namely, targeting a specific message to a specific person) being the Holy Grail of marketing, you can't ignore direct mail. So, to prevent your message from going directly from the mail to the recycling, you need to make sure that you're not dealing out junk.

The secret to capturing the recipient's attention? Send them something unexpected, fun, original, useful and/or entertaining. The secret to getting the recipient to respond to your message is to make sure that this unexpected, original, useful and entertaining fun convinces them that you can solve a problem or meet one of their needs.

The poster mailing program that you designed and produced helped us increase our customer base by nearly 25%. Eric Binau, President Cultivate Systems Napa, CA Cultivate Systems