A personalized sales letter can often improve response, especially in database marketing.
But poor personalization can hurt response.
Here are 3 common personalization blunders you can’t afford to make
- When your prospect reads your personalized sales letter, their eyes first go directly to their name. Absolutely do not use this opportunity to personalize, unless you are 100% certain that the name is correct. If the name is incorrect, you have lost credibility and a significant amount of your prospects will disregard your letter.
- When mailing, it’s not necessary to use company, name and address. You are just as affective by simply starting with a personal salutation. In business-to-business mailing, use the full address above the salutation.
- Avoid the major and common mistake of using both the first and last name in the salutation. For example, “Dear John Jones.” Let’s be real, you know there is no true personal correspondence that uses both the first and last name. Use one or the other: “Dear John” or “Dear Mr. Jones.” Using the full name destroys the impact of the personalization.
If you would like more information on how to increase your direct mail response, please contact me at inquire@cdmginc.com or call me at 310-212-5727.
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