Don't underestimate the challenge of developing an effective direct mail program. Any effort is going to cost money in postage, printed material and design – so do it right. Done well, you'll get results. Done poorly, you won't. Ask yourself this question; how much ROI do you need to recoup your direct mail investment?

Whether for traditional snail-mail or email newsletter with multimedia, sound, animation and video, direct mail is still an "advertisement" ... one intended to accomplish real business objectives. Do it right, and get results.

Real Story. MG Lomb recently completed a comprehensive direct mail program for a large international services company. The client had attempted to do their own direct mail program, internally, but was unsuccessful. Their effort resulted in so few results that they cancelled an event because of low direct mail response. The next time they tried, MG Lomb designed, wrote and developed their direct mail program - everything from the written content to web based application forms. Result? The client more than doubled their goal for their event.

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