Direct Mail - Why don't they call!

Well, the simple answer is they didn't connect with your piece. Direct mail is a really good tool to get work in front of an array of people that would otherwise miss out on even knowing you're out there. It also has a terrible rate of return. So how can you make direct mail actually pay off. I've got some simple advice:

1) Value - make the direct mail piece have some degree of value; this could be in the type of paper you use or a physical gift associated with the imagery (wine, chocolates, beer). The concept is to make the creative realize you value their time.
2) Repetition - you need to send more than piece to the prospect. You really do. They receive hundreds of pieces a month (some hundreds a day) so you need to tap them on the shoulder more than once. I recommend four; it takes three impressions to really effect someone and this gives them a chance to completely miss one mailer and still remember you.
3) Target - don't swamp everyone in the industry, don't subscribe to AdBase and throw thousands of mailers are people you have no chance of leading. At first target firms locally; these will be firms you can visit easily, you know their names, their clients, and you may even know creative staff that work there. By targeting a small number you will be able to afford the mailer, you can follow-up with those contacts and you can ensure your mailer is relevant.

The bottom line is that direct mail does work when the recipient is carefully selected, feels valued and is repeatedly contacted (including a follow-up call at the end).