Everyone wants a better response rate from their Direct Mail Campaign, yet many wind up losing leads because of the way they handle incoming calls.

Problem #1 - Voice Mail (a.k.a. The Answering Machine)
The internet has spoiled potential clients. On the internet, information is available with the click of a mouse. If they don't find what they're looking for, it's on to the next website.

Answer : 
If your primary call to action is the telephone - answer it "live" or you risk losing an impatient prospect. If you must use voice mail, make sure your message clearly informs the caller that you will get back to them promptly, ideally in 30 minutes or less.

Problem #2 - Your receptionist is probably not a sales person.
Taking a message for a call back is almost as bad as voice mail. Worse is having an untrained worker (who probably has other responsibilities) handle sales calls. If the person answering the call feels interrupted from their regular duties - chances for a sale are greatly reduced.

Answer:
Make sales calls a priority. Put them through immediately to someone who is trained on the products and services featured in the direct mail campaign. If you don't have full time sales people, offer a financial incentive to your employee for each call that is converted.