With direct mail, there are two key variables – who you target (your mailing list) and what you send them (your mailshot). Of these, the mailing list is by far the most important factor.
You must target your message at those most likely to respond to avoid wastage and increase response rates. Your hottest prospects are your existing customers. To drum up business from new sources, you need to identify people who match the profile of your existing customers.
To further refine your direct mail campaign, you can segment your database and send highly targeted messages to people with specific buying habits or profiles. Once you have established who gives you the best customer response, you can rent or buy new mailing lists of prospects that match that profile.
You should also decide on the best delivery method for your direct mailing. If you want to personalise the mailing, you can post it in the normal way. If you want to cover a certain postcode with no need for names and addresses, it could be worth trying door-to-door delivery. Make sure you have the resources to handle the responses properly. If in doubt, stagger your campaign and send the mailshot in smaller batches.