What can one reasonably expect Direct Marketing to do for your company. If you are about to make an investment of money and time you want to make sure that you're thinking straight about this  before you commit.

Do not rely on direct mail (if you assume you want to do a mailing hoping for a about a 2% response rate) to do the marketing work for you. Your offer may not be compelling enough to find enough people out there who are willing to pay for your product or service.

If the offer is nothing out of the ordinary consider spending money to prepare some excellent printed collateral and start doing some serious prospecting for business.

Should you find that people are receptive to your service (by actually
subscribing) then you will be in a good position to use direct mail as part
of your prospecting effort.

As an added benefit, you will have a very clear picture as to who are the
actual purchasers of the product or  service and who are the influential clients who impact the buy decision.