lot of direct mail is 'junk mail'. It is not properly targeted. Using
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Targeted marketing Stage 5:
A lot of direct mail is 'junk mail'. It is not properly targeted. Using a targeted marketing approach, your direct mail will be effective.
If you've got doubts about direct mail (i.e. you think of it as 'junk' mail), don't take our word for it. Look at who's using it. In the UK, over GBP 1,000 million every year is spent on this medium, most of it by large corporations. They wouldn't keep spending this sort of money if it were wasted. Maybe your view is coloured by the fact that you throw most of your 'junk' mail away. Quite right.. because most of it is not targeted; you are not interested in it. But you are doing better. Because you have taken the trouble to research and qualify prospects, your direct mail will be more effective!
The sales letter: National and international research has shown that if you can afford to send out either a sales letter or sales literature (but not both), then send out the letter. People like reading letters!
The purpose of the letter is two-fold:
So, given that the sales letter is the most important part of the mailshot, how can you compose the "perfect" sales letter? This is something that we'll be covering on this site very soon. But remember, that you have to grab people's attention quickly - and you have to make the letter easy to read. (Sorry, if you were expecting tips on the "perfect" letter here - but I'm running out of space - and your downloading time). You'll have to come back for more.
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So - the letter has gone out. Now you need to nail it down with the telephone follow-up..