Targetting a sales letter
17 January 2009Here is an extract from our article on getting the best from your sales letters
2. Small targeted lists always beat those with big roll-out potential. Never select lists by size, but look for lists of quality responders.
3. Lists of known buyers always beat enquiry lists.
4. A multi buyers list selection (ie those people who have bought more than once) always beats a single buyers selection and it is nearly always worth paying the extra list rental charge for the multi buyers. They often perform twice as well.
5. Rent hot-line buyers names. Those people who have made a telephone purchase in the last 30 days will outpull other buyers lists, sometimes by a very large margin.
6. List swaps with competitors are nearly always very profitable for both parties when sending out a sales letter.
7. Regularly re-mail your own in-house lists (lapsed subscribers and previous unconverted enquirers) with your sales letter. They nearly always out-perform cold lists.
8. Using similar copy in your sales letter, a mailing will achieve ten times the response of a full-page advertisement to the same subscribers.
9. A loose insert pulls three times that of a full-page advertisement. Using this formula you just need to compare the costs to select the most cost-effective type of promotion.
10. Using an odd number in the headline will out-pull round numbers. A ‘79% increase’ is more believable than an ‘80% increase’.
Go here for more about creating your sales letters
Targetting a sales letter
17 January 2009Here is an extract from our article on getting the best from your sales letters
2. Small targeted lists always beat those with big roll-out potential. Never select lists by size, but look for lists of quality responders.
3. Lists of known buyers always beat enquiry lists.
4. A multi buyers list selection (ie those people who have bought more than once) always beats a single buyers selection and it is nearly always worth paying the extra list rental charge for the multi buyers. They often perform twice as well.
5. Rent hot-line buyers names. Those people who have made a telephone purchase in the last 30 days will outpull other buyers lists, sometimes by a very large margin.
6. List swaps with competitors are nearly always very profitable for both parties when sending out a sales letter.
7. Regularly re-mail your own in-house lists (lapsed subscribers and previous unconverted enquirers) with your sales letter. They nearly always out-perform cold lists.
8. Using similar copy in your sales letter, a mailing will achieve ten times the response of a full-page advertisement to the same subscribers.
9. A loose insert pulls three times that of a full-page advertisement. Using this formula you just need to compare the costs to select the most cost-effective type of promotion.
10. Using an odd number in the headline will out-pull round numbers. A ‘79% increase’ is more believable than an ‘80% increase’.
Go here for more about creating your sales letters