Who the heck wants a pile of junk mail they have no interest in landing on their doorstep day after day after day? So Readers Digest style letters I will leave to someone else to advise you on. In this digital age people still love to get something in the post. Don't you? The greeting card companies will agree. Its yours personally, you haven't had to turn a computer on to get it. Its got your name is on it. And someone somewhere has remembered you.

Of course the distinction between "junk-mail" and what we are talking about is the effort you have put into them. Good letters to consumers from companies selling multiple products direct are always sent out with a catalogue. They target customers with incentives for products that they know their customers are interested in. This is done by datamining within each customer's own transaction data to spot patterns (what they have bought before, when they are likely to buy again) and varying the offers regularly. This mining uses what statisticians call "covalent probability".

If you go skiing every year, it is reasonable for your travel agent to spot that you are likely to go again next season. And what better than "Dear Andy" receiving his letter saying you've got some "superb deals" to Vail this year. Like Andy did you think then shall I continue to use this travel agent or did you leap to Vail or somewhere else? The sad thing about it is, ask yourself when you last received a letter or email from your travel agent and you immediately appreciate how unsophisticated the market is yet. This is CRM customer relationship management. Equally it works with styles of clothes you buy, accessories, automotive products, hobbies and interests fantastically well. Add in incentive both to encourage sales plus reward loyalty, on coupon to monitor response and you're results will astound you.

I can help you put together a whole CRM letter campaign right from the datamining to the design of the letter. It saves enormously on waste and delivers incredibly accurate results. To see some sample designs, please click on the image.

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