Archive for the 'Direct Mail 101' Category

One of the first things customers or prospects notice in a letter is a bad salutation. A good greeting will help maintain the illusion of a personalized communication; but a poor “Hello” is a bad first impression.

What does it say about your personalized service, when the salutation reads: Dear JOHN L JONES JR, ITF?

Without gender designation affixed to each record, creating the ideal “Dear Mr. Jones” salutation will become very difficult. The file can be run against a computer library of first names to affix a proper salutation; but there are still some risks (unisex names, initials, etc).

Did you just send out thousands of letters promoting a product and get a lower response rate than you had hoped for? Well, it could have been a result of the list… the offer… the mailing package… or, perhaps it was your letter copy. Everyone thinks they can write a letter; but it is a [...]