by Liam Crotty Proven direct response techniques are the cornerstone of any successful direct mail campaign. Using the same 5,000 prospect names, Wingra Technologies went from a bleak six responses to an impressive 344 by incorporating seven classic direct-response tools. These techniques can be applied to virtually any industry—including your own. The Direct Mail Challenge Wingra Technologies of Madison, WI, is a business-to-business software company that is an industry leader in e-mail migration—the process of merging many different e-mail systems into one seamless package. Wingra had been creating its direct mail packages in-house to promote its e-mail migration software and generating minimal results.