I ran a workshop in Durham recently. Part of it was about how to write a headline which gets a great response rate. Everyone worked in groups to come up with ideas – then at the end they all voted on which headline would get the best result.
The winning vote was for:
Free activity taster sessions
This was used as the headline on a letter going to a database of people who precisely matched the Terry profile. The letter spelled out in more detail what the benefits of getting active were, and asked people to fill in a form with their contact details and details of what activities they’d like to do.
5.9% of people who received this letter filled in the form and sent it back, This is hugely above the average response rate for a direct mail letter (1-2%). Congratulations to the group in Durham for a job well done.