Why the Lift Letter Deserves a Rebirth
Remember the lift letter? Rising postal rates and production costs, alongside many marketers thinking this element no longer has a place in the direct mail piece, have put lift letters on the endangered list. But rather than deliver a postmortem, I asked several leading copywriters and marketers if the lift letter deserves a comeback. First used in the publishing world, the “publisher’s note” or “publisher’s letter” was added to a direct mail package that already included a sales letter, which usually came from the magazine’s editor.
Typically on the small size, both in length and paper size, and signed by the publisher, it came to be known as the “lift letter” because it lifted response. Apparently, it still can.