Direct mail is not dead. Direct mail is not overused. Direct mail is a way to get a client to listen to you for more than a sound bite if done properly. In order for direct mail to be effective it cannot be sent to the masses. That doesn’t mean that you can’t send out hundreds or thousands of mailers, it just means that your mailer had better be personalized.
What does personalized mean? It means not just that your client’s or prospect’s name should be on the mailer but more importantly that it speaks to them about their specific problem or need. The prospect or client that receives your direct mail piece needs to believe that you picked them out specifically to send your offer to. The prospect or client needs to feel like your offer fits them like a glove.
The best way to accomplish this is to research your prospects and understand what their needs and interests are. Only then can you come up with the headlines and offer that will grab your prospect buy the shirt collar and say, “Pay attention!”