Personalized letters

Now, more than ever, direct mail letters can be easily personalized by computer. That means not starting out with 'Dear Friend' but 'Dear Bob Jones,' or just 'Dear Bob.' Yes, consumers are already used to this, and they know computers are doing all the work. But it still has an effect that's much better than an anonymous greeting. Even if computerized personalizing is industry standard, you at least need to be up to that industry standard! Remember, the best direct mail sales letters should look as little like a sales letter as possible, and as much like a personal letter from a friend as possible. You can also personalize letters beyond the name. You can also make reference to the town a person lives in within your letter, and even discuss something you know they already own. You get this kind of information from your customer database. Thus, the more information you store in your database, the more you can personalize your letters. You can also find out more about your list by conducting surveys, using contests to gather information and using your order forms to get additional information. The bottom line is, the more you personalize, the stronger you make your sales letter.

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