Marketing 101:

Direct mail readership is on the rise-- up from 72% in 2002 to 76% in 2005.

Take advantage of your captive audience-- employ these simple tips to ensure your mail stands out among the stack!

"Openability" isn't just another funny word, there are real things you can do to entice your reader to rip open that piece of mail and peek inside!

According to a Direct Mail Survey conducted by research company VERTIS':

• The Timing when the piece arrives matters: 69% are pushed to action if the piece arrives when the service is needed.
• INTERESTING- 63% say they'll open if the package looks a bit odd!
• 51% will respond to an OFFER or DISCOUNT... we knew that!
• IMPORTANCE... make it look like a tax bill or something critical like $ or insurance, & 49% will check it just to be sure!
• PRIZE! 48% will open to see what strange object they feel inside.
• If they're given something FREE, 37% will open.
• The date is important. 33% will open if they believe there is "dated material" enclosed.
• Personalization cannot be overstated. Personalization matters. Zero in on who you're targeting and market to that person directly. Your time spent up front analyzing your market and your customer will pay off more than you realize. Don't waste your money. When you have the opportunity to finally talk to that potential customer, be sure you're speaking their language.

In short: Make it personal. Make it lumpy or bumpy. Make it colorful and/or important looking. Be sure to give them a little something... even if it's a discount.

Entrepreneur.com recognizes direct mail as one of the most important pieces of your marketing plan. They suggest:

• Use Reply Card or a reply mechanism
• Place a HEADLINE on envelope
• Use Post-It notes
• Measure results: track recipients, replies and follow up
• Don't be afraid to use white space
• Must include a call to action
• Use testimonials
• Place captions under photos
• Print in large quantities to reduce print costs
• Draw attention to website address

Now Get Out There And MAIL!