Regardless of the drop in direct mail response rates, this channel has its place in integrated programs.....BUT, should not necessarily be used for broad base prospecting/prospect qualification....due to the higher CPM.... Digital/online programs via email,
display, etc.....should be used to identify interested prospects/prospect qualification (at a much lower CPM). Once qualified, follow-up with more expensive media, like direct mail or telemarketing. Email also has its place - following a direct mail drop....capable
of increasing overall response to the direct mailing.

The things that you suggested to help assure a successful outcome for your direct mail campaign can be used as a best practice applicable to other communication channels as well.

Depending upon your brand/service/product,/target/goals/etc. direct mail may or may not have a place in your mix. My personal experience shows that direct mail response rates see a boost when used in conjunction with other channels, such as TV for instance,
which provides "air cover" and helps open the door for the direct mail. Another successful tactic has been the one-two punch, using direct mail followed by email, or vice versa. My thoughts... yours will vary.

The very best way to increase response rates and drive towards an acceptable ROI is to set up key performance indicators, measurement methodologies and then to test, refine, test, refine, test, refine - and so on.