Up front and personal

The concept of personalisation to increase response rates is not new. I wonder why so many businesses don’t make use of the idea?

Look at these statistics from a controlled experiment:

• The standard survey package generated a 36% response rate.
• The package with the call to action repeated in hand-writing on the covering letter generated a 48% response.
• Adding a Post-It note with the hand-written repeated call to action drove responses up to a staggering 75% – more than double that of the control package.

Given this kind of potential success rate it is something to be explored. 5th Dimension, a London based marketing agency, have written a paper on the subject which is worth reading.

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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