There’s more to successful direct marketing than buying a mailing list. Millions of companies worldwide are potentially losing thousands of pounds through ill-thought out copy.
The content of your mailing requires as much time and devotion as your data selection. You’ll have broken through two barriers already – choosing a mailing list that effectively targets your core market and persuading that core market to open the envelope – so it’s crucial that you don’t fall at the final hurdle.
The material you include in your mail shot offers the chance for your company to shine. It’s about you, your product/service and what it can do for them, your potential client. This isn’t the time for cutting corners – you have to show your prospects what you can offer them quickly, powerfully and most crucially, persuasively. Remember, this is the moment when you clinch (or don’t clinch) the deal.
Research has shown, over and over again, that including a sales letter within your mail out increases performance rate. So with that in mind, let’s take a look at how to maximise the potential of that sales letter.