For the best response rate, certain items should always be included in any direct mail package if they are appropriate to the product or offer:

POSTAGE PAID REPLY
Don't assume that including a toll-free number, email, and fax number, is enough. It isn't. Always include a business reply card or a business reply envelope into which your reply device may be placed. Studies over many, many, years show that about 40 to 50% of your responses will come via the mail.

A GUARANTEE
Let's face it, not every product or service lends itself to the inclusion of a guarantee. However, there are probably parts of your offer or service that could sustain a guarantee if you give it some thought. Try 'guaranteed fast delivery', 'guaranteed low prices', 'guaranteed personal service', 'guaranteed to leave our factory in three hours!', 'guaranteed to arrive unbroken'. You get the idea, just guarantee something.

A LETTER
Just the other day I got a very expensive mailer from a well-known credit card company. There was no letter included, just a handful of individual flyers describing various services and products. Big blunder. Listen closely, the letter is the most important part of the mailing after the outside envelope. Period. Don't forget it!

A TOLL-FREE TELEPHONE NUMBER
If you don't have an inbound WATS line, you should consider getting one. They've come down in price in recent years and including a toll-free number will increase your response.

AN EMAIL ADDRESS
Did you know that there are more emails sent every day in this country than phone calls? If you don't have email - get it. Your customers will expect you to have this service available. Don't be a dinosaur and let them down.

A REPLY DEADLINE
Perhaps you don't have a real deadline. Don't panic, use a "soft deadline." Try this: "Please reply by October 1"

A "FREE GIFT" OFFER
I always say, "giveaways can pay!" Give the reader a freebie for responding promptly to your offer.

TESTIMONIALS
Testimonials from satisfied clients quickly establish your credibility with people who don't know you. Used properly, they immediately put people at ease so they can "read" your offer with an open mind. I recommend getting signed releases before using names and addresses.

WEB SITE ADDRESS
If people like your offer but are still hesitant, they will often want to validate your company (and your offer) by checking you out on the Web. Be ready for them.

A BUSINESS CARD
I have a client who regularly mails a nice letter with a business card attached. His card is colorful and indicates exactly what he does for a living. He receives tons of calls when ever he sends them out.

Get A No Obligation Quote On Your Next Direct Mail Project