Chapter
7
Finding new business through
mailshots
How to get good lists
The message in your mailshot
Knowing how many to send
E-mailshots
Measuring the success of mailshots
The mailshot idea that usually fails
Running newsletters
You don’t know a woman until you have had a letter from her.
Ada Leverson (1865–1936), writer
The sending of mailshots is a nely tuned business working on
tiny prot margins. There are basically two factors that determine
whether your mailshot will be successful:
the quality of your message (what you say)
the quality of your list (who you say it to).
It is a common error to overrate the value of what is said and
underrate the value of who it is said to.
We will look rst at who you say it to. In terms of mailshots that
means nding good-quality, specialised lists.

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