Each of those objectives is, of course, important. But if each thing you mail only accomplishes one objective, you’re missing some great marketing opportunities. You can increase sales without spending money for a second mailing just by including an ad or special offer with each routine mailing you send.

For example, when Business Know-How sends out invoices for the state and federal labor law posters we sell, our staff includes a one-page color flier promoting our line of safety posters. Since we’re mailing the invoice anyway, and weight of the flier plus the invoice is less than an ounce, the ad for the safety posters gets a free ride -- and we get more sales.

Fliers and coupons can usually get a free ride when you ship purchases to your customers, too. (Make sure adding a flier to a shipment won’t bump up the price to the next level by weighing a package before sealing it.)

Mailings to your customers aren’t the only ones to use in this way, either. When you pay bills to smaller companies (say, when you pay your web developer, or send a check to your CPA), include a flier for what you sell. They may need your products or services, or know someone who does.

For more tips and hints for effective mailings, see our direct mail section.

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