Be different,
Be continuous

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Ain't Doin' Nothin'
by THE NEW FORBIDDEN

The secret

The ultimate secret in direct mail is that there are three unchanging laws of direct mail - and that they are extremely simple:

The more your direct mail reflects the world-view of the recipient, the more successful it will be.
You have 5 seconds to grab and hold attention - after that you have no chance.
The mailshot must be consistent throughout in style and approach.

Junk mail can therefore be defined as mail that ignores one
of more of the three laws of direct mail.

Common observation suggests that around 95% of all direct mail is junk.

There is more on this theory with complete references on ways to double your response rate on the various Mailing Information Exchange sites, particularly within the Theory section.