If you don’t contact your customers regularly, someone else will.  As a rough guide, you can expect between 2 and 5% response from a mail-shot.  That may seem low, but it is generally achievable, If you want 100 enquiries, you need to send out between 2,000 and 5,000 flyers.

Apathy is a killer
Many businesses lose customers through simple apathy.  Not because their service was poor, or their product was unsatisfactory.  It's simply that they didn’t seem bothered enough to keep in touch. That’s an awful waste.  Keep your relationship fresh by contacting your customers regularly.  Give them exclusive deals, special offers and private sales.  They basically want a little bit of attention.

Get good quality mailing lists
Rent current lists from a reputable and professional broker, and ask how long ago were each of the addresses verified. Ask them if they have lists specifically for your industry?  
Avoid CD ROM lists at all costs.  Data that’s been sat on a shelf for a while is usually worthless. Always remember to mail to an individual person.  Avoid lists with just “Owner” or "Sir / Madam".

You’ll get a much better response if you follow these golden rules of direct mail

• Contact your existing customers first, get the most from them first with mailings specifically targeted to their individual needs.
• Quality beats quantity : Buy the best mailing list you can, Quality beats quantity every time!
• Repeat - Better to mail the same person three times, than mail three different people. Imagine planting seeds, you may have to plant a seeds in that persons mind, then water it by repetition.  Eventually the prospect will grow into a client. It takes repetition for your message to sink in.
• Personalisation : In this electronic age, there’s no excuse for sending standard letters – personalise every one.  Order forms too if you can.  - See the section on Digital Printing
• Write to a long lost friend :When you’re writing, imagine you’re speaking to an individual and your copy will sound much more friendly and appealing.
• If at first you don't succeed, try another way : Try different mailings with different groups and figure out what works best.