One mistake that many direct marketers make is putting all their time and effort into creating fantastic direct mail advertisements and then forgetting entirely about the importance of the mailing list they are sending those ads to. Creative direct mailers with a catchy headline and a clear call to action are guaranteed to get better results than a plain black and white postcard as long as you send them to a targeted mailing list, BUT the black and white postcard sent to a targeted mailing list will still out perform the creative mailer that is sent to a random mailing list any day of the week.
The moral of the story? You should absolutely create a direct mail advertisement that attracts attention, promotes your message and then gives a clear call to action and then send those direct mailers to a targeted mailing list for MAXIMUM results. Unless, of course, you like throwing your money around for very little return on investment?
