Finding new business through
How to get good lists
The message in your mailshot
Knowing how many to send
Measuring the success of mailshots
The mailshot idea that usually fails
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 prot 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.