Webinar Follow-up: An Hour With Roger Craver
What is important in watching response rates is to see which types of appeals beat the norm and which underperform. Response rates are a fundamental vital sign on messaging and relevance.
Q: Did you say that, as a rule of thumb, direct-mail pieces should always be longer than a page?
RC: Yes, but only as a general rule. Sometimes a short letter can be powerful. In 1972 (during the Nixon-McGovern presidential race), the Democratic National Committee sent out a one-page letter: “Dear Friend. There are two reasons I need your check, and need it today: Richard Nixon and Spiro Agnew. Sincerely, Lawrence T. O’Brien."