B. This removes any biases that might be in the list. Rule # 3 - Test small first. Before rolling out a large direct mail campaign start with a small part of the list first. Then gradually move on to bigger numbers. You might start at 5,000 then send 10,000 then on to 25,000 and so on. This allows you to test your piece safely and find hiccups or anomalies in the list with the least amount of investment.   Rule # 4 - Code every direct mail piece you send and set up a tracking system in advance. Train your employees on how the tracking system works and provide incentives to get them to utilize it. Test the tracking system to make sure its working properly.   Rule # 5 - Testing is a never-ending process. Always continue to try to beat your control. Remember, theres always something you can do to increase response rates!     The 17 Point Checklist for Direct Mail Success   To conclude Ive created a direct mail success checklist that can be used for your next mailing. Before sending out any direct mail piece, review your effort to make sure that you have applied each of the 17 success tips properly. This will significantly enhance your chances of having a successful response rate.   1. Mailing Lists   The mailing list is the most important element of your direct mail campaign. The best mailing list you can get your hands on is your own mailing list! Its the list youve been compiling since the first day you opened your doors. Be certain it is kept up to date. There is a direct correlation between the number of times to send to your mailing list and the size of your bank account.   If you are niche-marketing, ensure that the quality of the mailing list is high. People who have recently responded to direct mail campaigns offering similar or complimentary products or services are the highest response candidates.   Use a mailing list broker to help you. Just look in the Yellow Pages under mailing list brokers (If you dont use Gil Terriberry). Tell them what you are looking for and they will help you find the list you need. Dont try to save money with a cut-rate compiled list. The purpose of direct mail is not to save money but to create profits. Never forget that.   2. Get Your Letter Opened   If you are like me, you probably open you mail as you are standing over the wastebasket. You sort your mail into two piles, the "A" pile and the "B" pile. The "A" is mail that you will open and investigate. The "B" pile gets sent to the round file - the garbage. Your goal is to get your letter put into the "A" pile, the pile that gets opened.   How can you ensure that your letters enters the "A" pile? Think of yourself, and what types of letters you open and the types that get trashed. Research shows that metered mail has a lower chance of survival than stamped mail. I usually look twice before I throw