Direct mail is most effective when it is sent to a carefully defined list of financially successful people. Selecting a direct mail piece that highlights the benefits of estate planning, and targeting your mail campaign to select demographic groups most likely to qualify for your estate planning services, will help improve your campaign's chances for success. Nonetheless, be prepared for a response rate that may be less than one percent.

Follow-Up Activity Is Essential

To make the most of any direct mail activity, you should plan to follow-up by telephone immediately with any replies. As a result of the national "Do-Not-Call" Registry, you may not be able to follow-up with non-repliers.