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You've Got (Direct) Mail

Direct mail that delivers

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This story appears in the January 2000 issue of Business Start-Ups magazine.

It's time to do your first direct-mail promotion, and you're thinking "How hard can this be?" In reality, there's much more to direct mail than picking a mailing date and sending a catchy letter. Getting the actual piece to your target on time is the end result of careful planning and lots of details, any of which could delay your promotion if you're unaware of them.

Working backward from the date you want your piece to be mailed (your drop date), the first thing you should do is plot dates for every action step you can think of, says Ann Bouchard, owner of Bouchard Marketing, an advertising and marketing company in Roseville, California. If possible, start at least six weeks in advance.

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