Don't Try This at the Office

Five ways to sabotage your single-product, direct mail campaign.

Smart marketers, sales teams and business owners recognize the opportunity to develop a direct mail piece that exclusively promotes a single product — an item with a strong margin and an identifiable target audience.

Usually the item has a high price point and specific benefits for the buyer — as well as a surplus of information that necessitates more space than a catalog page realistically can accommodate.