Here are some guidelines for continuing to use Direct Mail effectively.

Make your direct mail decisions based on facts, not fear.

• Overreacting to current events can seriously damage direct mailers' business in the long term. So far, there is no clear evidence of a serious decrease in response rates.
• Cutting mail could mean losing potential first-time respondents. Even a 15% drop in response is better than the zero response that comes without mailing at all.

The following procedures and communications can help establish trust with all your recipients.

• Secure your mail center
  Consider both People and Processes. See Improving Mail Center Security.
• Notify your customers of upcoming mail
  Use e-mail, telemarketing or postcards to notify consumers that your mail is coming.
• Use a clear and identifiable return address
  Consider including your company logo printed in color in the address.
• Display your logo
  Include your color, printed logo prominently on the envelope to demonstrate that the letter comes from a professional source.
• Continue to send mail in the manner recipients expect
  If your ink-jetted envelope is a regular and recognizable occurrence, the recipient will be more disposed to opening it. The use of windowed envelopes can be helpful.
• Use postcards
  Use postcards as an alternative to letters.
• Avoid sending samples
  Anything new and unusual, bulky or otherwise "unknown" may arouse suspicion and fear. If you must send samples, mail them in an outer envelope or see-through container.
• Seal contents
  If sending samples, enclose them in a poly-bag and identify the contents on the envelope or container. You may also want to inform the recipient in advance that a sample is coming.
• Eliminate non-stick powders
  Limit the use of cornstarch-based slip agents or talcum powders.
• Use tamper-resistant seals
  Envelopes with tamper-resistant seals are available and should be printed with a "do not open if tampered with" warning.
• Use printed tape
  Sealing packages with tape printed with your company name provides additional credibility.
• Secure your operations
  Audit your receiving and shipping procedures and ensure that they are being followed.

  By making decisions based on facts, and communicating effectively with mail recipients, your direct mail will continue to increase sales and build relationships.