Marketing Seminars - Direct Mail
The format
There are many different ideas about how long a direct mail letter should be. One school of thought says that the more you tell, the more you sell. Whilst I understand this point, I haven’t found it to be true. However, the most effective length and style of direct mail letter I have worked on is no longer than a single sheet of A4.
The mailer is divided into a single page letter, (on headed paper) a response form that can be posted or faxed, plus a further letter or sheet with quotes from satisfied customers. This three part mailer generates a higher response rate than any other and has more words and certainly more substance to it than a single page. Test it out for yourself and see which variation works best for you.
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