Best direct mail elementQuestion What's the most critical of all direct mail elements?
Answer The most critical component of any direct mail effort is a letter. By including a letter from you in your direct mail package you can increase response rate up to 40%.
Make sure your letter does two things: 1. Identifies what's in it for the recipient -- their benefits, as opposed to your features. 2. Sells with a call-to-action. Spur them into buying mode with a specific message. 
Brain Trust contributor:
Author of How to Market a Product for Under $500! and Uncommon Marketing Techniques
Related Categories: Marketing, Branding, Advertising, Selling
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