According to a study by Pitney Bowes, direct mail accounts for more than half of the total mail received by a household (65%). Direct mail is as much an art as it is a science. Getting consumers to read and respond to your direct mail requires an innovative strategy. The following is a checklist for optimizing your direct mail strategy to ensure the highest possible response rates are achieved.

• Direct mail is data driven. Make sure that your database is current. Remove people who have opted out or moved and left no forwarding address.
• Analyze your database to look beyond the basics like name and address. While that information is important, what's more important is the other demographic information and personal preferences, upcoming needs, ordering patterns, etc.
• Personalize your message to increase your chances for relevancy. By using a person's name and other personal information, you automatically stimulate interest.
• Track your responses and use that information to further connect with each prospect through reach and frequency. If a prospect has requested a catalog, follow up by sending them a coupon or other offer a week or two later. Research has shown that it often takes 3 exposures to a message before someone will take action.

Direct mail is an effective and cost-efficient way to communicate your message, but if the mail is thrown in the waste basket it's pointless. Follow these steps for optimizing your direct mail strategy and increase your chances for success.