The success of any direct mail campaign rests on several factors: a well written and compelling sales letter; an attention grabbing headline; an offer that cannot be refused and ease of response are all factors that can determine whether a response rate will be good, average or downright poor. If you have been lucky enough to get the formula right and are enjoying a high response rate from your mailshot, then efficiently handling these responses is vital if you want to capitalize on your positive results and make the most of your success. The way in which responses are handled has a lasting effect on your business. Get it right and you could see the return on your investment soar. Make mistakes at this point and the whole thing will have been a waste of time and money. The key is to make sure that your responses, whether they are orders; surveys; information or brochure requests; subscriptions; voucher redemptions; membership renewals or account applications, are handled efficiently and professionally.
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