2. If you have the time energy, and resources, you can send a campaign of new letters to non-responders.
Each letter can stress a unique product or service benefit. The theory is, if one approach doesn’t work, you go back to the prospect with a different pitch. Again, this is a very reasonable way to go.
3. If your offer is good for a limited time only, be sure to play that up.
In your final letter you can say things like:
“We will not contact you again about this special offer.”
“You must act immediately since this offer will not be extended under any conditions.”
“Your eligibility for this final offer expires on December 31, 2011.”
“This is the last time you will hear from us concerning this special offer. Call 800-123-1234 while you are still eligible!”
You get the idea.
4. The last contact with the prospect can be a postcard.
It is inexpensive and your “Last Chance!” message is instantly visible. Show a clock ticking. Say: “Time Is Running Out!” Corny? Of course … but it works!
The takeaway message this month?
Keep on mailing until you stop making money. Unless you keep getting back to your prospects and customers, you may be leaving money on the table. A lot of money!
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman’s Fund, Intel and Microsoft. Levison writes direct mail, emails, and Web copy. For a free subscription to his monthly email newsletter for marketers, and a free copy of his report, “101 Ways to Double Your Response Rates!,” visit www.levison.com.