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The original mailing, with individually typewritten address and salutation fill-ins, pulled a 1.3%
response in two test markets. Careful records were kept and all those who failed to respond to the
original mailing received a carbon copy follow-up two weeks later. This follow-up pulled a 7%
response. When the first letter arrived, the majority of recipients had no idea such a service was
available and weren't ready to respond. But, after two weeks to think about it — and possibly
relate the service to various news reports about fires and burglaries they had heard during that
time — they were now ready.
In lead-producing mailings, it's important to pay attention to how many sales conversions result.
This mailing was particularly successful in sales as well as responses. Previously, GTE personnel
making sales calls without a direct mail-generated lead closed at approximately a 10% rate. With
the leads generated by the mailing program, sales rose to 30%.
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