NCAA Tournament

Plan for large mailings. There’s a big difference between a sales letter and direct mail, which is generally sent to lists of at least 5,000 at a time. Your lists must be large, since even good response rates may fall between 2 percent and 4 percent. There’s another difference, too. Direct-mail campaigns are built around a single goal-an action your prospects must take in order to move farther along in the sales cycle. Not surprisingly, mailings that are designed to produced leads yield higher response rates than those designed to close sales.