In order to help
businesses with their response rates for direct
mail and e-mail, Gail Coopersmith launched G.
Coopersmith List Consultants last fall. With
10 years' experience in marketing technical
products, Gail had almost always used a 2-page
letter for her direct mail efforts.
It was at the end of last year that she sent
off her first mailing. She mailed 1,000 pieces,
and her response rate was only 2 inquiries with
no new clients. It became obvious that during
these months, 2-page letters in envelopes were
not the best way to reach cautious customers.
That's when she decided to try something that
didn't hide her message - postcards. As Gail
puts it: "The postcard by its very nature
is short and to the point, and is terrific at
uncovering an initial requirement." She
also realized she needed top-notch copywriting
to motivate prospects to respond, so she hired Bob
Bly from the Center for Technical
Communications in Dumont, NJ.
The results of her mailings confirmed that
Gail had made a wise choice. With two mail drops
to two lists - 5,000 pieces each, 60 days apart
- she received response rates of 50 and 200 - a
stronger response than she ever expected.
The only change Gail said she would be making
in the future will be to spread out her
mailings. After sweating it out on weekends and
evenings to reach all the responders in a timely
manner, she now plans her next mailing to drop
over a 30 day period. This will allow her the
opportunity to respond quickly and thoroughly to
all new leads.
