The secret to success in business-to-business direct mail lead generation is testing. I have hunches. You have hunches. But testing settles the debate. When you test your package against my package and we measure the results, we know for certain which package performed better.

Assuming your list is good (in other words, assuming you are mailing to people who are likely to buy), the first thing you should test is your offer. Your offer, after all, is the second most important ingredient of direct mail success. And as Axel Andersson says,