Stand Proud and Don't Let the Direct-Mail Naysayers Get You Down
Use modeling if you can, but always take the time to think about who should receive the mailing; don't just rely on "the way we've always done it."
5. Take advantage of technology
"Dear Mr. and Mrs. Jones" is not personalized copy. Variable text lets you speak more directly to your donor. In a few paragraphs, you can go from mass communication to a personal letter. Remember, direct mail is a conversation in print.
Truly, some direct mail deserves to die. But for all of you who are struggling to produce direct mail that gets results and reflects well on your organization, take it from this old dog — stand proud. I'm right there beside you.