Therefore, your mailing must give the reader reason to read and act now. For example, it can tell the reader that the envelope contains dated materials. It can stress the importance of attending the show or emphasize benefits. Such a letter should be mailed so that it arrives a few days before the 15th. If you want the reader to RSVP your invitation, you should create a sense of urgency for this too.
Attendance is limited.
Reserve your seat at this important briefing today . Years ago, direct marketers discovered that they received greater response when the reader was given a choice. And this holds true in trade show promotion. For example, many of the people you invite will be unable to attend, even though they may have genuine interest in the products being displayed. You could offer to send them a brochure or a newsletter or to call on them in person and tell them what they missed.