Every Direct-Mail Campaign Needs a Little Weeding

Direct mail is the same way. Over time, weeds have sprung up in your direct-mail packages that are choking out the response. Take a look at your package, and see if there's anything that needs to go.

Weeds you may want to pull:

• A brochure that's found its way into your letter package. Eventually, someone will recommend a brochure for any number of reasons, including that there are not enough features listed in the letter. However, your brochure could be depressing responses. Test with and without to determine if it needs pulling.