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Salutation - direct mail - Mr Firstname Lastname or Mr Lastname ?

by applegreensnake
4 replies
Anyone know which works better? It's business to business. Physical direct mail.

Dear Mr Firstname Lastname,

or

Dear Mr Lastname,

or other?
#direct #firstname #lastname #mail #salutation
  • Profile picture of the author jimbo13
    Originally Posted by applegreensnake View Post

    Dear Mr Lastname, or other?
    Dear Mr Lastname if you don't know them personally and Dear Jimbo if you do.

    I'm assuming you know their first and last names that you are asking the question.

    Dan
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  • Profile picture of the author Jack Gordon
    Test test test.

    The answer will likely depend on the market, the product, and your position in that market.
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    Fifteen Lessons I have learned over 15 years and six businesses (or, My 1000th-Post Manifesto)
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  • Profile picture of the author ThomasOMalley
    Sure, you can test...but really too small a factor to test...test more important factors, such as your headline, envelope teaser, offer, first paragraph.

    Use the person's first name in the salutation followed by a common...this approach creates more rapport than just using Mr. Smith: which is too formal.
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  • Profile picture of the author gjabiz
    Originally Posted by applegreensnake View Post

    Anyone know which works better? It's business to business. Physical direct mail.

    Dear Mr Firstname Lastname,

    or

    Dear Mr Lastname,

    or other?
    The results are in:

    To a home consumer (cold list), first and last names.

    To a single person, Mr. Mrs. Ms. Lastname

    To a small business owner, first and last name.

    To a corporate executive, sometimes title last name.

    I agree with poster, it is not one of the important TESTS you need to run, but formal almost never is a bad idea.

    gjabiz

    PS. Also depends on product and even price points. Use Mr. Mrs. Ms. Lastname for initial mailing, you'll be ok.
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