Posts Tagged ‘mailing lists’

A Copywriter’s Thoughts on Direct Mail Lists

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I still remember my first direct mail letter. I reworked it to perfection. Every word was just as I wanted it to be. The benefits to the reader were clear, the offer was strong and the call to action was unmistakable.

Then we mailed the letter, and I waited. And I waited some more. But nothing happened. Not even a single response. No one even bothered to complain about the letter.

About direct mail lists

Finding the right person to mail

Finally, after waiting a few more days, I went to see the agency’s owner and confessed my failure. I explained the letter’s objectives, my approach, the offer…how I had checked and rechecked every word but failed to get even one response.

Without even looking up, my boss said, “Check the lists.”

And I was ready for this. I’d already prepared a report on the mailing lists we were testing and started to go through the long list. But he said, “No, that’s not what I mean. (more…)

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