✦ LIBER ✦
The long versus the short letter: A large sample study of a direct-mail campaign
✍ Scribed by John D. Beard; David L. Williams; J. Patrick Kelly
- Publisher
- John Wiley and Sons
- Year
- 1990
- Weight
- 723 KB
- Volume
- 4
- Category
- Article
- ISSN
- 0892-0591
No coin nor oath required. For personal study only.
✦ Synopsis
Many authorities on direct marketing strongly advocate longer sales letters over shorter ones. Clearly, letter length can affect response rates, as well as a campaign's production costs. W e report results of a successful direct-mail campaign that tested one-and two-page versions o f a sales letter.
For mailings totaling over 1.15 million pieces, the response rates showed no significant difference between the two letters. But considering production costs, the shorter letter was superior.