One to Watch: Intuit
Perceived value. It’s what B-to-B mailers often try to build within a mail package, and Intuit’s latest effort is an example of how to do it expertly . . . to the point that a response is nearly guaranteed.
Beginning simple, the computer company’s plain white #10 outer envelope says, “RE: Your FREE Retailer’s Success Kit.” Indeed, the word “free” becomes the theme of this package. Inside, prospects are greeted by a letter that uses many of the standard response boosters: personalization (Dear [John Doe], We’ve created a FREE Retailer’s Success Kit for [X Studios], the word “free” running throughout, a bullet list of benefits (such as the key “FREE Software CD: Intuit QuickBooks Point of Sale 30-Day Trial”), a limited time offer, special offer code and a P.S.
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