Creative Techniques That Work
That's why established companies such as Fingerhut, American Express and The Wall Street Journal, which, for years, have used mail order to sell their products, understand their customers' expectations and don't make major changes in mailing formats without testing them against the control.
Because a change in format, copy, design or offer can affect response—positively or negatively—you may need to explain to customers why you're making the change. And it's always a good idea to position any change in terms of a customer benefit.
The most important thing to remember as you develop creative strategies for communicating with your customers and prospects is that they are distinctively different audiences. To ignore this difference is to run the risk of minimizing rather than maximizing your response.