The average American household and business is flooded with mail every day. In fact, recent studies have shown the average C-level executive receives 37 pieces of mail every day. This number can be startling, especially for those who deal with B-to-B audiences.

Advanced production techniques and easy to use computer programs have unfortunately leveled the playing field a bit. As a Graphic Design major and Associate Creative Director with an art direction background, I know a thing or two about graphic design. But the average consumer wouldn't know an expertly kerned headline from an auto-kerned headline. They won't know the difference between a

fully thought out layout from a Microsoft Word Template.

But there is good news. Although, there is a lot of mail that is delivered daily to any given customer, key techniques in strategic direct marketing can distinguish your piece from the average mass mailing.

1. Address Personalization

Personalization is the most important thing you can do to communicate your message more intimately. A mail piece addressed to "RESIDENT" will not cut it in this cutthroat bid for consumer attention. This is true because of the "exclusivity principle". If someone believes that everyone on their street got the same mailing (they probably did), the offer no longer seems special. Some mailers contain RESIDENT in the address block for one reason only: the company did not want to spend the money for a more personalized list. This is a one way ticket to the recycling bin. You might as well put flyers on people's cars.

2. Letter Personalization

It is important to address the letter personally. Depending on the quality of your list, and the casualness of the letter, first names or full name (first and last name) is preferred.

3. Clear Hierarchy

It is easy to spot a piece laid out by a designer versus a desktop publisher hired by a mass mailer.The mass mailers will typically try to squeeze as much content into a 4"X5" postcard. These, in essence, are nothing more than circulars with a stamp on them. A well-trained designer will have a clear hierarchy; leading the readers eye throughout the piece. It will deliver a message in a tone that is true to the brand and resonates with the target audience. And it will have a prominent call to action.

4. A Strategic Contact Strategy

A well thought out mailer will be one in a series of strategic contact points the customer will receive. This is important because, as marketers, our goal is to develop a profitable long-term relationship. This also gives us the ability to simplify the message and deliver key content points at appropriate times.

For those clients who may not have the budget to produce multiple mail pieces, you can deliver multiple messages and spread it out over many channels. For instance, an invitation mailer for a special sale in store can be prefaced by a teaser postcard or email as well as followed up with an online survey for additional savings.

5. A Trackable Response Device

This is the granddaddy of points that separate the men from the boys. Without a trackable response device, we are forced to only make assumptions on the effectiveness of the piece. And using unique tracking codes will allow testing of formats, offers, and customer segmentation. Tracking code techniques include: lasered customer codes, barcodes, and offer codes.

A mass mailing may be judged in a subjective manner: "I like the picture!" or "I don't like the color." But a strategic mailing using expert techniques will give you objective results: "This piece pulled a 3.5% response rates resulting in 22,000 leads and $7.8 million in business." You just can't argue that.

As marketers, we have a responsibility to our clients to give them measureable results. Separate your piece from the boys and make sure your mail stands out from the crowd.

Gregory Ng is a direct marketer and associate creative director for a leading advertising agency in Boston, MA. Besides writing on direct mail topics in his portfolio blog, http://www.GregoryNg.com, he is also the founder of http://www.Noodad.com, and Senior Contributing Editor of http://www.AppleMatters.com.