Editor's Note: In the final part of this three-part series on direct mail for professional services, Bruce W. Marcus looks at how to craft a direct mail campaign strategy. You can read part one and part two of this series on RainToday.com.

Strategy

Merely sending out letters, even with a phone follow-up, doesn't constitute a direct mail campaign – and certainly not one that gives the greatest potential for success and return on investment.

Ideally, the direct mail campaign is part of a larger marketing program. Imagine, for example, the effect of a letter on a prospective client who has seen your name (or your firm's name) on articles, or in interviews. Imagine the impact on the prospective client who's gotten your letter, and who is ultimately invited to a seminar you're giving, or is on the mailing list for your newsletter.

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