You have probably seen how personalizing a direct mail letter can lift response and increase profits.
Personalizing our letter often means having a computer extract information from our database – the recipient’s name, address, past purchases, contribution history, names of elected officials, etc. – and inserting it into the letter copy.
We know this works. It’s been tested countless times and we regularly see the added cost of computer personalization justified by increased profits.
But when used incorrectly, attempts to personalize the letter can actually depersonalize it.
For example, my pet peeve are letters that begin (more…)