Jamie Matusek and Cynthia Fedor of Austin-based QuantumDigital and George Eddy of Denver-based Heinrich Marketing offer these tips on effective luxury retailing through direct mail:

1. Be “brand-right.” Marketing a luxury product? Make sure your mailer conveys luxury. Wise luxury car makers use high-quality direct mailers to ensure their brand is on the consideration list once car shoppers turn to the Internet for more information on specific models. (Eddy)

2. Add something extra. High-end customers expect something a little different. For this market, consider oversized mailings or different folds. These customers have a certain expectation level. If you’re trying to sell a multimillion-dollar home, you can’t just send a postcard. For that kind of investment, detailed brochures or booklets are expected. (Matusek)

3. Choose a high-end vendor. Choose a vendor with experience in producing print communications of the finest quality. Even how the piece feels to the fingertips can help demonstrate an understanding of the tastes of this end of the market. (Fedor)

4. Personalize. The power to personalize is a key advantage of direct mail. Print ads need to have universal appeal — the same message reaches everyone. With direct mail, you can target your message to specifically appeal to, for example, a 50-­year-old woman at a certain income level. (Eddy)

5. Go one-on-one. A 2011 study found that 50 percent of the wealthiest people don’t use social media. Exclusivity and personal one-to-one communication are keys to reaching them. Find a way to connect with a high-end customer in a one-to-one fashion. (Matusek)

6. Measure. Luxury retailers are attracted to direct mail for some of the reasons that other companies are: It’s very measurable and it delivers solid ROI without skepticism. It has the power of data behind it. There’s no better way to measure your marketing. (Eddy)