1. Clean the list. Up to 20 percent of American's move every year. An old list means wasted mail and missed opportunities.

2. Use size sensibility. Dimensional mail works. Try different shapes and sizes to grow response.

3. Get Creative. Sending the same postcard every six months sure is easy, but can fall flat with readers. Keep things interesting with fresh images and new ideas.

4. Test a new offer. The great aspect of direct mail is measurability. Test new and different offers to learn what works best.

5. Get Personal. Personalized mail consistently pulls higher response rates then general direct mail. It may cost a bit more up front, but you'll reap the rewards in the end.