In 2006 the US Post Office will deliver 212 billion pieces of mail to over 144 million homes, businesses and Post Office boxes. The question is, how much of that mail hit its target? How much of that mail was opened by your customers?

Salespeople often overlook the advantages of using business letters for sales growth. The facts suggest that fewer salespeople are using the business letter to develop relationships. Mailing and postcards are very popular but these are not as effective as a true business letter. This is a missed opportunity; we can capture more business when we send a traditional business letter.

The Old Fashioned Business Letter
Businesses are looking for ways to improve their marketing objectives and this requires a more personalized targeted approach. The old fashioned business letter cuts through the clutter of other mailings. If you want to be read, use a personalized business letter approach. You can automate this process with your business printer that makes your business mailings appear personal and you will increase the letters effectiveness.

There are a few things that make business letters stand out from a stack of mail.

When you make your letter bumpy, it will often get to the top of the mail and create a curiosity factor to your advantage. I have used rubber bands, cotton balls and other squishy things to make my mail bumpy from the inside. Just be sure to use a first class stamp and it will get through.

Always using postage stamps instead of metered mail makes your envelope stand out. If you mail is metered, it looks like a business letter.

You increase readership when you hand address each envelope.

Don?t identify your envelope with a business logo, because, it reduces the ratio of openings, if the customer assumes your message is a business letter.

Variable Printing Advantage
Your business printer can help you strategically develop a variable printing campaign that takes advantage of personalization. Personalization is the key factor that will make a difference in your business letter success. Be advised that you must understand the value proposition of variable printing. Although the actual cost of each mailing will be higher, the higher return of each mailing always generates a higher return on investment. The bottom line is that business printers can help you reach your sales growth targets when you design business letters or mailing campaigns to include variable components that personalize and target your customers.

Steve Martinez implements sales management strategies with a focus on automating sales for printing organizations. Selling Magic teaches businesses how to automate and customize ACT or Outlook with the best practices of sales management while integrating email marketing and technology for greater profits. http://www.sellingmagic.com

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