When it comes to direct mail, the price is the same if you send one piece to 5,000 different customers or if you send five pieces to just 1,000 targeted customers. At first glance it seems like you would end up with more sales if you reach more people, but in reality, if you are not reaching the type of customer who is the most likely to buy your product, sales will suffer.

Marketing to a small number of customers who are more likely to buy will net you more sales than marketing to a larger customer group that is not as interested in your product. You have to have the right information about your customers before you begin your marketing campaign.

 Before developing any campaign, you should know when each customer on the mailing list last purchased a product from you or a competitor; how often that customer buys your product or similar offerings; and what amount she tends to spend for the product or services.

 So make sure your sales leads are for targeted customers only, and include the information you need to make informed sales decisions.