Direct Mail Direct Mail by Susanna K. Hutcheson Sales Letters . . . The Back-bone of Direct Mail. There is nothing more important and useful to your marketing program than the sales letter. Despite the other forms of marketing and advertising you use, you will always need and should always use sales letters.
People like to get letters.
And if you put the right thing in your letters people will read them. Further, if you put the right offer in them, people will respond favorably to them. To answer that, let's first discover what does not make a successful sales letter. Let's answer that by examining what makes a very bad sales letter. Here is one I received some time ago.