DM Tips #26 - August 2004

Successful "Come Back" Letters__

Published as a resource for your direct marketing work. Depend on FCC for imaginative, results-producing creative work, including direct mail - web - e-mail - ads - more!


--How to Write Successful "Come Back" Letters_by ______Albert Fried-Cassorla

- Photos - 10 beautiful shots of New York City-

PDMA elects Albert Fried-Cassorla as President

New Naples, Italy tourism and shopping site opens

FCC wins PDMA's e-marketing Benny Award

--Join PDMA for Jazz at the Art Museum, Friday, August 20th!

_Movie and Play Comments: Spiderman 2,

De-Lovely, more!


As He Breathed

--Humor - Silly Jokes

This view of Central Park is just one of several pix you can enjoy at higher resolution (see below).



Dear Friend,

Has this been a good summer for you? I hope so, and that you've been enjoying both taking time off, and keeping your marketing projects humming. (It is possible to do both, but only with considerable balancing!) This month's issue of DM Tips has ideas for both work and pleasure. Keeping the balance between the two is one of the major challenges we all must master. If you get a chance, let me know how things are going in your neck of the woods!

"They love us again!"

How to Write Successful "Come Back" Letters

By Albert Fried-Cassorla

The customer has dropped out and you're sad! But don't boo-hoo -- plan what you'll do!

Good customers are gold. We know that. Winning them back can mean much for your company's bottom line.


"Renewal" typically applies in D.M. to magazines, but it can apply to anything: collectibles on a continuity program, a special series to lapsed customers of any kind, fund-raisers, and beyond. Here are some ideas on how to make your renewal program succeed….

1. Begin your renewal series starts before the customer quits. This can be 3 months for magazines… Some common teaser lines are: "Renewal Notice" and "Time to Renew Your Subscription." Nothing to get stoked over, but don't neglect the obvious in your creative mix. And do mail repeatedly - a renewal series can range from four to ten letters.

2. Have reasonable expectations - and try to beat them. 'Tis best to be both ambitious and realistic. According to testing maven Dick Benson, few magazine renewal mailers get a better than a 65% renewal rate.*

3. Remind them of all the wonderful benefits. It's possible to wrongly assume that your customer recalls all of the benefits of doing business with you. Every renewal series -- even those that are simply a letter in an envelope -- should have at least a slip sheet that enumerates all of the excellent advantages they receive as a customer.

4. Test powerful teaser lines. - This first example is a straightforward approach I wrote for Paul Fredrick's menswear catalog. We used it successfully used on an outerwrap:

We were wondering why we haven't heard from you…

… so we thought we'd give you an incentive to reply!
(Collect your FREE Tie!)

More examples...

Cute: ________"You'll miss us when we're gone!"

_____________"Don't you hate to lose a good thing?"

Guilt: ________"We hate to lose a good friend"

Fear of Loss: __"Don't miss out on…"

Urgency:_____ "Last chance"


5. Use Teaser / Johnson Box combos - The way to build on your conceptual strength is to repeat the theme of your teaser but vary it or follow up with the next appealing thought. Example for a running magazine:

Teaser: "Don't miss out on "5 NEW Tips for Beating your Personal Best"

Johnson Box: "We tested these 5 New Tips, Albert, and you'll be amazed by the results…."

6. Try varied premiums - If your premium incentives consultant tells you that offering a free clock radio works with consumer magazines, try it! Don't worry that it might be unrelated to your selling message. If it catches mice, it's a good cat.

7. Use a deadline date for a premium - After the deadline passes, dangle a new carrot and a new deadline date.

8. Use personalization effectively - Fundraisers can show previous levels of donations and suggest options that bump up proposed contributions by one and two notches. If your database contains customers' special interests, remind them of upcoming special-interest articles/products.

Especially for Magazines… Let readers know what they'll be missing. Know the editorial schedule and exciting baubles coming up.

Especially for Non-Profit Fundraisers… Remind donors that it has been 12 months since you received a donation from them. They may not recall that so much time has elapsed and don't mind following up with a new donation.

This list of ideas is only a beginning… one that will need your (dare I say it?) constant renewal!

* Benson on Testing, page 47. (publisher not listed)


Albert Fried-Cassorla is a direct response copywriter and president of Fried-Cassorla Communications, a direct marketing agency. He also serves as as President of the Philadelphia Direct Marketing Association. He may be reached at or 215-635-5189.

* * *

Find out how Fried-Cassorla Communications has used direct mail, e-mail and other media to achieve spectacular results! Visit -- read our Success Stories on our work for Merck & Company, UNISYS, GMAC, CIGNA, Scott Paper Company and others! Then contact us at to see how we can help you with your challenges!

Add muscle to your direct response creative work!

Let us help boost your response with powerful copywriting and design! Contact Fried-Cassorla Communications, Inc. now at 215-635-5189 (USA) or 

Ancient joke:

How do you get to Carnegie Hall?

Practice, practice, practice!

Beautiful Photos of

New York City!

In addition to the special NY sections below, these are a handful of my favorite shots of the great metropolis. Includes: Carnegie Hall, Central Park Lake, a Chelsea scene, and more!

When you check out the photos, let me know what you think of the shot of this guy!

Philadelphia Direct Marketing Association elects

Albert Fried-Cassorla as President

Melrose Park, PA - Albert Fried-Cassorla has been elected President of the Philadelphia Direct Marketing Association for the organization's 2004-2005 term.

"This is not only a great honor, but a wonderful opportunity to reach out with fresh ideas to the marketing community," he said. "PDMA is the largest, most active marketing group in Philadelphia. Because of the talents and energies of our members, we're now in a position to grow exponentially." 

The Philadelphia Direct Marketing Association was founded in the 1942 as the Philadelphia Direct Mail Club.The organization conducts many events around the year, including educational conferences and seminars, in addition to philanthropic events.

(For the continuation of this story, click HERE.) opens Naples tourism and shopping web site

Florence, Italy - One of the most important historic Italian cities, Naples, is more accessible than ever to web visitors. That is because has expanded its tourism and on-line shopping services by opening is one of Italy's world's most active tourism and shopping web sites. It has pioneered the use of advanced on-line tour booking services, as well as on-line shopping for art objects, leather goods, books and more.

(For continuation, click HERE.)

Tours of the famous Ruins of Pompeii may be easily booked at Remnants of daily life in Pompeii are visible, thanks to preservation by volcanic ash and subsequent excavations. Walking through the ancient streets you can visit the houses, with their wonderful frescoes, once residences of Roman patricians before the tremendous eruption of A.D. 79.



Looking for an agency to handle your public relations?

Fried-Cassorla Communications can help!

P.R. is its own specialty -- intensive, custom-crafted communications to get your story out to the media and to your target market. Effective public relations is not an afterthought. It is a carefully planned management strategy that can yield more credibility and better results than advertising. Contact us to discuss your needs today! 215-635-5189 or e-mail!

Fried-Cassorla Communications delivers 576% ROI and wins PDMA's Benny Award for Electronic Marketing

Melrose Park, PA - The Philadelphia Direct Marketing Association has awarded its Benjamin Franklin Award for Direct Marketing Excellence in Electronic Marketing to Fried-Cassorla Communications, Inc. (FCC).

The award was given for results achieved by the agency's MAC Direct Solutions e-mail newsletter marketing campaign, which yielded a 576% Return on Investment (ROI).

(To read more, click HERE.)


Each e-newsletter not only sold but helped people with solid information and success stories


Want to boost your e-mail results?
Let us help you turn pixels into profits! Call Fried-Cassorla Communications at 215-635-5189 or e-mail!

Join us at PDMA & Jazz at the Philadelphia Museum of Art!

Friday, August 20th at 5:00 PM

Jazz it up with PDMA on Friday, August 20th at 5:30 PM at the Philadelphia Museum of Art for some great jazz and networking. We will listen to the Dave Posmontier Duo, enjoy some great food and drink and spend time with fellow members of PDMA. We will secure some tables to the right of the Great Stairs and the table hosts will be wearing a PDMA badge so just look for us.

Best time to show up: 5 pm, sharp! The tables fill up quickly.

The museum charges A $10 admission fee and you can purchase food and rinks from servers at the tables. There is no charge by PDMA but if you let us know to expect you, and show up between 5 and 5:15 or earlier, we will have a badge and a seat ready for you. Just send us an email to:


Fine jazz groups play on Friday nights at the Art Museum. Stay informed of ALL PDMA events and receive useful content by signing up for their e-newsletter. Just click HERE.




Movie and Play Comments

I've been busy this Summer, seeing both the wonderful and the weird! To see my takes on mainly Indie and foreign MOVIES, such as Spiderman 2, De-Lovely, and more, all HERE.




As He Breathed - A tribute to my poetry teacher at Harpur College, Milton Kessler.

A wonderful man who made a difference in my life.


 Thinking about your own e-newsletter?

Done correctly, it can deliver results!

We have the experience. Contact FCC now!

We have helped many companies successfully reach B2B and consumer markets with our relevant, interesting newsletters. We approach the challenge from the view point of the customer. What do they want to know, read or be entertained by? Communications for our newsletter clients deliver value, not hype. That means results for you. See the Success Stories on our web site, or even better... give us a call! 215-635-5189 (USA) or



Humor: Silly Jokes

Here are 3 out of 20.

19. What do you call a fish with no eyes? A fsh.

2. Two hydrogen atoms walk into a bar. One says, "I've lost my
electron. "The other says, "Are you sure?" The first replies,
"Yes, I'm positive..."

4. A sandwich walks into a bar. The bartender says, "Sorry we
don't serve food in here."

For all 21 "Silly Jokes" click HERE.


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Fried-Cassorla Communications, Inc.
"Imaginative Direct Marketing and Advertising"

e-mail: Discover resources for marketers at ---phone: 215-635-5189 fax: 215-635-0461

© Copyright 2004 by Fried-Cassorla Communications, Inc. All rights reserved.