Ryan Parton, president, RP Copywriting
If you’re going to execute a direct mail campaign, give your customers some credit.
Before Christmas, I received an addressed direct mail piece from the auto dealership from which I’d purchased my vehicle several years prior. It made me shake my head with disappointment.
The letter appeared to be a printed version of an internal email from the dealership manager to a salesperson. In it, the manager told the salesperson (“Chad”) that he had a buyer for my specific model of vehicle and that the salesperson should therefore contact me to offer great trade-in value plus some other incentives.
Toward the bottom of the “email,” the manager suggested Chad simply print out the email and mail it to me. The direct mail piece purported to be that printout, with a handwritten sticky note from Chad himself asking me to call him.