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Determining whether your direct mail effort will be designed to generate sales, leads, or something else is part of the goal-setting process.

Goals are high-level statements of some end result you hope to achieve. Your direct mail goals might be to —

• generate qualified leads,

• increase sales, or

• increase your prospect/mailing list.

Your goal statement simply indicates what it is you hope to achieve with your direct mail effort. You can be more specific in your goal statement by including an indication of the target audience you’re selecting. For example, your statements might include:

• Generate qualified leads in a certain geographic area or among a certain demographic segment.

• Increase sales to new customers, to customers who haven’t purchased over a certain period of time, or to a new category of customers.

• Increase the number of CEOs or purchasing managers who sign up for your mailing list.

Table 1 includes some actual goal statements from direct mail campaigns.