Direct mail success often results from delivering the same message to the same audience in a new package. New package => new appeal => better response rate => direct mail super star!
A new headline, fresh copy, a new ink color or a new envelope can change the look on the outside even though the message inside is the same. Try repackaging your message in a new format such as a big postcard, self-mailer, newsletter or sales letter. A fax-back form, survey or reply card may help to improve response rate.
Testing new ideas will help you to determine what works best. Variety helps to keep your message fresh to the same audience. Different formats may appeal to different segments of your audience and help achieve a better response rate.
