Direct Mail Dos and Don'ts

Think of your direct-mail package as an extension of your organization. You've knocked on their door, your visit was not expected, but you were invited inside. Why are you there? What is your message? Be respectful. Be interesting. Be honest. Be direct. And hopefully you'll be invited back.

Nancy Guy Freeman is a senior account executive at Rockville, Md.-based EU Services, a full-service printing and mailing company that specializes in direct mail. Freeman has over 25 years' experience in direct mail. She can be reached at 301.795.6340 or nfreeman@euservices.com .