In the furniture business, just knowing your customer's name and using it creatively can do wonders for your sales. And in direct mail, it can get you tremendous results. I know that sometimes we're lucky if we get a one-half of one percent response on a mailing. And sometimes those mailings cost a lot. Besides the piece itself, there's stuffing, sealing, stamping, and sending.
Postage rates are high, and response can be low.
Many times to reduce costs, we use the same letter for everyone. It would at least get your attention for a few more seconds. Responses do go up dramatically if the direct-mail piece has the reader's name at the beginning. People like it when you know their names. In those cases, there are a couple of things you might try when it's time for your next mailing.