Know your target audience

Give them a reason to respond

Provide a special offer or discount

Frequency is important - budget for more than one mailing

Decide in advance how you are going to measure success. (Is the goal increased awareness, increased web or store traffic, coupon redemption, etc.)

Provide a promo code or bar code for tracking

Keep your message simple

Focus on the benefits

Use copy that sells "free, sale, savings" etc.

Include images

Keep the look and feel of the design consistent with your online messaging

Include an expiry date so they act now

Make it easy to respond

Include a phone#, website or map