The Mailing That Got Me A 921% ROI (And A Small Favor)

Most of my copywriting work comes through referrals and people who come across my website.  Also through meeting people at seminars.

However, lately I’ve been testing some direct mail campaigns to targeted lists within my industry.

The portion of the letter I’m going to show you was part of a mailing sequence.  It was the 3rd letter I sent out to these people, and it got the biggest response from any of the previous mailings.

Here’s the top of the letter:


And here’s why it worked well:

  1. The letter had personalization.  The previous letters I sent out were just “boilerplate” letters with no personalization at all.  I took the time to personalize each of these letters this time around. You simply cannot beat having the prospect’s name screaming at them at the top of the letter.
  2. I send an obvious “grabber” in the letter that prospects couldn’t miss.  Some marketers will send out a penny, aspirin, or other grabbers that aren’t really discernible through an envelope when they come in the mail.  This one included a pencil and a pencil sharpener that made it obvious there was something in the envelope…thus guaranteeing a high open rate.
  3. Most of the mailing included testimonials.  I included a testimonial sheet with specific results I was able to get with other clients. It’s always more powerful to have other people brag about you then you can about yourself.

The first two mailings did “OK” (got my costs back basically) but this one brought in 9x the money I invested in the mailing.

Would you like me to send you the entire mailing?  Simply leave a comment below, and I’ll send it to the email you entered in the form below.  That way you can see how I “tied in” the pencil grabber into the mailing.

And while you’re at it, if you can “like” my Facebook page here, that would be great.  You can see it here: Kevin Hill Copy.   it’s work in progress, but it’s a start.


Kevin Hill

“The Professor of High Response”

11 comments… add one
  • Matt gorsuch Mar 30, 2013 @ 0:20

    Great post! Thanks Kevin.

  • Todd Mar 30, 2013 @ 1:01

    Great post Kevin – anything that brings a 921% ROI is worth looking at!

  • Tyler Mar 30, 2013 @ 1:10

    Please send your mailing

  • Daniel Mar 30, 2013 @ 3:13

    I would love to see how your whole
    mailing came together.

  • John Addy Mar 30, 2013 @ 14:19

    Hi Kevin, I’m a believer in lumpy and distinctive mail for a long time – it’s always added to my success. I’d love to see an example of your mailing, and thanks for offering to share! John

  • Tonu Mar 30, 2013 @ 21:04

    always interested in your stuff and doing a purl postcard this coming week. Is that what did the trick or did you use them in the first 2 also?

  • Jason Morris Mar 31, 2013 @ 2:00

    Hey Kevin, It is great to hear things are going well for you. I would love to see your mailing piece. Take care friend,


  • sonja Apr 1, 2013 @ 15:10

    Thank you. Please send me the letter you referred to with the HUGE ROI

  • Robert Apr 5, 2013 @ 7:23

    Hi Kevin,

    great post, great direct mail lesson. Love your blog


  • Carmen Aug 9, 2013 @ 1:59

    Great, specific points.100% of my mailings are personalized, as when I see mail not directed directly to me, I think first it is spam. Would love to see the whole letter.:-)

  • Bryan Nov 18, 2013 @ 19:29

    Hi Kevin,

    Awesome ROI! I’d love to see the letter that you used and how you tied the pencil and sharpener into the copy.


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