Probably the most important aspect of any direct-mail campaign is to make sure your postcard or brochure stands out and accurately represents your company. Not only does it have to standout and be bold in terms of color, text and appeal, but it also needs an unmistakable call to action. You must include an offer that your customer is sure to act on.
If your offer is not effective or relative to the customer, you have just wasted your time, energy and money. The offer must be clear and bold. Something that makes your customer feel a need for your product, not just a want. Your call to action must be tied to the products you offer such as a free estimate or a small free sample.
Try to make your direct-mail material unique while still including your company's logo in the front and back of the item. Including graphics and statistics will help as long as they do not overwhelm the customer and distract from the offer you are trying to make.
What has your experience with direct mailings been? Do you have any other suggestions?