Question

Topic: Other

Impact Of Signatures On Direct Mail Responses

Posted by egraham on 2/16/2012 at 1:25 PM ET 125 Points
Does anyone have research on if / how signatures on direct mail letters impact results? Are signatures more important for certain industries, i.e. where "trust" is important as in Health Care, Health Insurance, Financial Services?
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  • Posted by Gary Bloomer on 2/16/2012 at 3:37 PM Accepted
    When [and that's when, not "if"] e-mail signatures
    include a postscript and a restatement of the problem/
    solution/offer that's already been outlined in the body
    of the message, response rates increase. Period.

    Think of an e-mail as a sales letter: the subject is the headline, the body of the message is the main point of the communication, and the P.S. reminds people to take action.

    Here's a list of resources: https://www.google.com/#hl=en&gs_nf=1&qe=ZS1tYWlsIHNpZ25hdHVyZSBhbm...

  • Posted on 2/16/2012 at 4:22 PM Accepted
    I don''t think you''re talking about an email campaign are you? Here is a link that addresses "real" vs automated signature on correspondence, specifically with regards to a political campaign. I seem to have seen a similar article somewhere along the line pertaining to fund raising.

    https://www.completecampaigns.com/article.asp?articleid=33

    Good Luck!

    CVN
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