Direct mail is a common form of direct marketing. However, there is much more to consider when embarking on your direct mail campaign. First (assuming you've already secured a bulk mail account and indicia), you need to refine direct mail practices into targeted mailing by analyzing and choosing a database that is most likely to respond positively to your desired goal. Next, you need good writing and design to have your piece "stand out in the crowd" that lies await in stuffed mailboxes. Size, colors, stock all play a huge role. Next, you need quality print production and addressing. Many print shops will also provide mail house services to serve as a "one stop shop." It is important to select a reputable shop with a proven history of results, as proper sorting and planned delivery locations will save you significant amounts of money in reduced postage.

There is a science to generating effective direct mail pieces and when they are executed properly, good results can be had. An average direct mail response rate would be about 2% or 3%. However, in certain ideal scenarios I have seen results between 15% and 17%.