TITLE : SECRETS OF SUCCESSFUL DIRECT RESPOND MARKETING.

Preface vii
 
Chapter  1 How to avoidjunk mail 1
Chapter  2 Three secrets of successful direct response
           marketing 11
Chapter  3 How to write sales letters 27
Chapter  4 How to compile and ensuregood mailing lists 40
Chapter  5 Insertions 60
Chapter  6 One-piece mailers 63
Chapter  7 How to control costs 69
Chapter  8 Envelopes 74
Chapter  9 Contents of a mail shot 83
Chapter 10 Catalogues 91
Chapter 11 Working with the printer 105
Chapter 12 Working with the photographer 113
Chapter 13 Electronic media 118
Chapter 14 Off-the-page selling and inserts 130
Chapter 15 Mail drops 140
Chapter 16 How to research and record results 146
Chapter 17 Voluntary and legal controls 153
Chapter 18 Export direct marketing 170
Chapter 19 Direct mail marketing associations 182
Bibliography 188
Useful addresses 190
Index 199