4 Principles of Direct Mail That Stand the Test of Time

Every industry has a set of principles that holds true despite years of change, innovation and disruption. Direct marketing is no different. Although there is an expanding array of channels, when it comes to the overall marketing mix, direct mail is still fundamental to marketing. It’s the flour to bread, the grapes to wine and the apples to pie. It is the workhorse within direct marketing, and it absolutely should be the cornerstone of your marketing channel strategy.

These four principles of direct mail set the foundation for any successful campaign:

1. Know what you want to sell or what your specific goal is. Before you begin any campaign, it’s important to know what you’re trying to accomplish.