Today, many marketers are so enamored with social media that they’ve forgotten there are some golden oldies out there that still deliver reliable results again and again. One of the tried and true is direct mail.

You can add several techniques into your direct-mail piece to increase your response rate. Next time you’re writing or evaluating direct-mail copy, check for these:

Offer the benefit in the headline: There’s no time for subtlety in direct mail. You need to capture the readers’ attention as their hands are hovering over the trash can. So grab them with a headline that gets right to the point.

Ask a question and then offer up the answer: Raise a question that you know will catch your audience’s attention. Provocative questions like “Are you loving your dog right to her death?” pull readers in and get them to look for the answer.

Show your sense of humor: Unlike radio and television, which often use humor to increase recall and affinity, direct mail is typically very straightforward. Bend that trend by amusing your audience.

Don’t leave your direct mail on its own: Like most marketing tactics, direct mail works best when it’s part of a multi-tool campaign. Combine it with a mass media tool like radio or something more personal, like follow-up phone calls or PURLs (personal URLs).

Give your audience a voice: In today’s hyper-connected world, direct mail does not have to be a one-way conversation. Drive the receivers to share their opinion, request product features or lodge a complaint. Sure, give them your Facebook fan page or Twitter handle, but don’t forget the toll-free phone number or e-mail address.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at drewsmarketingminute.com. He can be reached by e-mail at Drew@MclellanMarketing.com. © 2011 Drew McLellan