Contrary to what some businesses owners believe, direct mail still gets opened and read. According to the Direct Mail Information Service, 67% of direct mail is opened, and 45% is both opened and read. Email cannot begin to match those rates.

The Direct Mail Information Service also offers some other important statistics. Their research shows that the ROI (return on investment) of direct mail is excellent – to generate $14 in sales, one must only spend $1 on direct mail.

Other statistics show that direct mail is even more effective for businesses. Managers open 70% of direct mail they receive. The pass 9% of it on to a subordinate or coworker, but respond to or file an amazing 20%!

There are two basic ways to use direct mail – build your own list, or use someone else's list. Building your own list will likely get you the highest quality lists, but is also more expensive and takes longer. Renting a list is often the best way to start.

If you decide to build your own direct mailing list, you should come up with a well planned strategy for acquiring contacts for your list, as well as managing your list. Here area few ideas for building your mailing list: add all of your customers, offer a free newsletter, offer drawings for free products, do reverse phone number searches on prospects to find their address.

If you plan to rent a list, you can often rent a list from a company that specializes in direct mail marketing. They may be able to help you with your direct mailing campaign so that you maximum efficacy from your investment.

Either method you use, direct mail is a powerful way to grow your business.