TM0301_Market Focus, Judaica (1,517 words)
In terms of the package, sensitivity to specific issues of interest is crucial. "How to use certain turns of phrase and how to say certain things so that they can feel a kinship to the writer and the issue that you are writing to," Sheffey says, is mandatory to really resonate with the Jewish experience.
Cohen says that while personalization may pull a better response, it's not always worth the cost. She suggests not using it for acquisition mailings. She does, however, say her clients have seen better response with longer letters: three to four pages or more.
The letters rely on the education of the readers and their knowledge of events, and they instill outrage about national and international crises. Messages to this group must be smart and informative, and must drive home the call to action.
In addition to asking for a financial contribution, control efforts from NACOEJ and the Simon Wiesenthal Center contain pre-written postcards to be signed by the reader and sent to world leaders. Readers are given a chance to voice their concerns to prominent world leaders and hopefully swamp them with the message. This involvement device, says Sheffey, fulfills a different kind of need.
But, should people respond because you sent the right message at the right time? Of course not. You have to reach the right people, and that might be the hardest part.
One of the problems for mailers and owners, is that traditional Jewish lists are pretty small, explains Rubin of R•C Direct. "Thirty-thousand is considered big in this market. Sometimes the biggest problem is to find enough good names in the area [you] are looking to test," he says.
Other lists (e.g., Jewish vegetarians) are narrow. They'll work well for marketers who have a specific niche to target.