How to Use Non-Standard Mailings to Get Great Response
In some situations, you'll get better response by using an unconventional type of mailing.
If it's not possible to devise a direct mail offer, a promotional newsletter may be your answer. In it you can keep your prospects aware of your product's or service's high quality, and of some ways you've solved your customer's problems.
Have your newsletter's lead article deal with a subject that's real news to your readers, then work into that article the advantages of your product or service.
The key to a newsletter's pulling power is to mail it out consistently. To do this, keep it as simple and easy to produce as possible. And always ask for a response. Include a business reply card or business reply envelope.
A postcard mailing can get excellent response to follow up on your first mailing (which could be an envelope-letter-reply card package). It could announce that the deadline is about to expire, or it could say that you're extending the deadline due to the large response.
This type of mailing usually costs less to produce than the conventional mailing, and because of this, it's often worth testing to see if it draws a successful response.
Package mailings are limited only by your imagination (and your budget). While they are usually more costly and time-consuming to produce, their results are often well worth it. These can be especially effective if your market is of a fairly small size.
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