Making Direct Mail Work

 
 
  
 
 
 
 
  

First time

It went well: new copy

Changing the leaflets that you send to people on your mailing list allows you to increase the number of successful promotions you can get out of a list per year.

The most common way of varying the mailing involves a rotating combination of sales letters and promotional leaflets.

Let's imagine that you have four ways in which you can promote through your letter.  Letter A promotes on price, Letter B asks the reader an interesting question, Letter C focuses on a special free offer, Letter D highlights a benefit.

The brochure however only comes in two forms - Version X which is available at the start of the year, and Version Y which replaces it in the summer.

By rotating the material you might have a regular range of promotions that looks like this:

  • January: Letter A, Brochure X
  • February: Letter B, Brochure X
  • March: Letter C, no brochure
  • April: Letter D, Brochure X
  • May: Letter A, no brochure
  • June: Letter B, Brochure Z
  • July: Letter C: Brochure Z
  • August:  No mailing
  • September: Letter D: no brochure
  • October: Letter A: Brochure Z
  • November: Letter B: Brochure Z
  • December no mailing

This continual rotation gives the impression to the recipient of an ever-changing approach, whereas in fact one simply has four letters and two brochures which last  all year.
 
 
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