1. Personal
Unlike an advertisement in a trade publication, which can be read by anyone, your sales letter arrives at your prospect's place of business as a piece of personal communication from your mind to his. Also, unlike any other medium, direct mail can be personalized (Dear Mr. Smith) and customized to each reader ("As an real estate investor, you know that . . ."), showing your prospect that you know about him by name and understand his business in particular. The result: higher-quality sales leads. ... full article

Considered a vital link part in a real estate marketing plan, direct marketing is vital only if it's done right. It's certainly not as simple as typing a letter, adding an address and stamp, and popping it in the mail. Direct marketing specialist Debbie Bermont, president of San Diego-based Source Communications, offers her golden rules for creating that vital, highly successful direct marketing campaign. ... full article

It has often been said that the success of a direct mail campaign can be broken down into three primary components:

1. The mailing list or target audience
2. The offer or incentive for the customer to buy the product
3. The creative package or communication message conveyed in the overall package

Experts in the field of direct mail have gone further to say that 40% of a campaign's effectiveness is driven by the mailing list, 40% by the offer, and 20% from the creative package.
While this might be true from a big picture point of view, the following is a brief overview of 10 key strategic factors to consider when initiating a direct mail campaign.
... full article