You're Your Own Best Guinea Pig

 

The Gallup Organization has estimated that each day as many as 29 million consumers receive a direct mail request. And 4 out of 10 people interviewed by Gallup reported that they had purchased something in the previous six months as a result of a promotional mailing.

If you develop a direct mail campaign, make sure you've done the groundwork by decoying your own offers. For example, fill in your own coupon, call your 800 number, or mail back faulty merchandise and ask for a refund. Chances are you will find something that can be improved. Even before you mail, check out your list by calling 10 names at random to verify address information.

Source: Better Brochures, Catalogs and Mailing Pieces, by Jane Maas, published by St. Martin's Press, 175 Fifth Ave., New York, NY 10010, 1981; $9.95.