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Targeted Mailings

A targeted mailing is a personalized letter, which is accompanied by capabilities

brochure, flyer, specialty sheet, or some other promotional piece. The personalized

the message has three purposes:

• Notify clients of your services, stressing your expertise in their arena

• Convince them of the benefits they will gain by enlisting you to help

they solve their problems

• Make it easy or desirable to respond

Without duplicating the message already contained in your brochure, this

the one-page letter will be three or four paragraphs long, perhaps with an incentive

to get the reader to respond within a specific time frame.

Incentives work only to the degree that you offer something your potential

the client needs or wants. Here are some standard incentives:

• Free calendar or poster

• Special publications that educate the reader, such as guides, checklists,

or tip sheets

• Free assessment or consultation (the more specific, the better; for

example, will you focus on logos, ads, or the total identity package?)

• Introductory discounted rate on specific services

• Complimentary newsletter (electronic or printed)

• Invitation to a special demonstration or tour of your studio

To maximize your letter’s chances of being read, follow these seven steps to

make the targeted letter look more inviting:

• Use business letterhead

• Create an irresistible lead that speaks to reader’s situation

• Emphasize and quantify results you’ve achieved

• Keep your message short, using bullets or special headings to enhance


• Address the letter to a particular individual, not just a generic

“Dear Creative Director”

• Personally, sign each letter with blue or black ink

• Don’t use metered mail; instead, choose a cool stamp—but one that is

suitable for business

Here is an example of the body of an effective targeted mailing from Regole

Design in Tucson, Arizona:

Role Design still has its wheels in motion.

We’ve been designing exciting advertising campaigns for our clients for

more than 10 years now and we continue to implement fresh, creative

strategies that make an impact and produce desired results.

Yes, our client list continues to grow, but we are always focused on the

key reasons that have led to our success—outstanding creative and exceptional

client THE WORKS is a small sampling of our portfolio archive for national and local clients in the areas of print and collateral materials. Once you have reviewed the portfolio, I hope you will consider Regal Design for any future projects that XYZ Corporation may develop. We would be happy to meet with you to discuss these opportunities at your convenience. Have a festive holiday season! An alternative to letters is an e-mail targeted mailing. First, go online to review the current criteria for junk mail filters so you can create a spam-proof message. Next, compose an e-mail following the same seven-step formula You can also provide readers with a link to your Web site or attach a brief portfolio with five to seven samples, ones especially chosen to relate best to the person you are contacting. In doubt about what type of file to use? Make it as easy to access as possible. “When in doubt, dumb it down,” advises designer Buddy Chase of Studio Thinking about sending the same message electronically and on paper? In a word, don’t. That’s overkill for an initial contact.