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Postal Power

Secrets to boosting your direct mail's effectiveness
July 1, 1999

Dubbed junk mail by some, direct mail is the Rodney Dangerfield of marketing. But this don't-get-no-respect medium is actually one of the most effective, precise and economical ways to get your message to key audiences. Jack Rein, a direct-mail marketing consultant and owner of Rein Associates, a direct-mail consulting firm in Shrewsbury, New Jersey, says there are several mistakes entrepreneurs make when launching their direct-mail efforts. Knowing these secrets to success can help you avoid some direct-mail pitfalls.

Gwen Moran is president of Moran Marketing Associates, a public relations and marketing communications agency in Ocean, New Jersey. She is currently completing a marketing workbook titled Promote Your Business. E-mail her at

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Rein Associates, 837 Broad St., Shrewsbury, NJ 07702-4201, (732)741-8111