The Danger of Overcrowding with Enclosures If poss'ble, care should be taken to see that each letter goes out with not more than one enclosure, or at any rate with only one important enclosure, although it may contain also an order-form and an envelope for the return of the latter. A great number of circular-letters lose much of their effect through containing so many enclosures that the recipient does not know where to start, and consequently consigns the whole batch to the waste-paper basket. Where orders are sought direct, however, order-forms or return envelopes are important accessories, and some such convenience should be sent out with each letter. The question as to whether they should be already stAmped or not depends on the proposition, but general experience seems to prove that this is not profitable. At one time it was possible to print ot such reply-cards a statement to the effect that they might be posted without a stamp, postage being guaranteed by the addressee, but the Post Office has now stopped this.
• Varying the Appearance of Circulars Another point where care must be taken is to see that all letters do not look alike. This is particularly eedvisable in the case of a long series of follow-up letters, where there is a likelihood of the person recognising the letter before it can receive any consideratioo. The appearance should be varied, not only by the use of different sized and different coloured en velopes, but also by changing the actual notepaper used or by printing one letter in purple ink, another in green ink, and so on. At other times a post card can be sent instead of a letter ; indeed, with certain propositions such cards can be used to the almost entire exclusion of the ordinary letter. Post cards are considerably cheaper, if only because of the reduced postage, but they often prove effective, because they are ahnost sure to get read if they are well produced. At the same time a series of follow-up post-cards demands variety even more than a series of' ordinary follow-up letters. Then, again, a large
mailing card can be used, measuring anything up to the limit of two feet by one foot in size. Another scheme that has achieved great success is to send out a gigantic letter nteastning perhaps twenty by thirty inches, on which the typewriting has been enlarged by lithography. Illustrated letters are another means of varying long follow-up series, and these at times prove very successful, but none of these devices should be used too frequently.
Row to get and keep Mailing Lists Any firm using circular-letters will be continually on the look-out for new names of possible customers to whom such letters may be sent, and will for that reason obtain copies of all new directories that are published, particularly such special ones as telephone directories or, for business houses, Sell's Telegraphic Addresses.
The local tradesman will obtain his lists by a variety of means. Every delivery man, for instance, should be instructed to supply the names of any new residents on his rounds. A friendly relationship may be main tained with the local estate agents for the same purpose, while a large number of names can be obtained by 'the assistants who sell goods across the counter, and-who can often obtain the purchaser's name even when the goods are not to be delivered by the firm. All names obtained should be, if possible, kept in a card-index file, each name being given a special card bearing particulars of tilt! class of business done or desired, the source of the name, all purchases made, and a record of ali circulars sent, and such other particulars as may seem of interest. Such remarks should, moreover, err on the side of fullness. The index should be divided into at least two sections, as " Customers " and "Non-Customers," and should be kept absolutely up to date, not only by the deletion of all dead or gone-away names, but also by the continual addition of new ones.