Tips to Increase Your “Pass-Through” Rate
Print “Your Subscription Enclosed” on the mailing
panel
This simple message often compels the mail opener to pass your
newsletter on to the intended recipient. Although your readers
haven’t necessarily
requested a subscription, you’ve subscribed on their behalf by
putting them on the list.
Print three punch holes on the left-hand border of the first page
This feature creates the impression that the newsletter is worth
saving—increasing
the chance that your newsletter will get to its intended reader.
If possible, call a few days before you mail your newsletter
Let the recipients know it is coming, and tell them to give you
a call if they don’t receive it. This also provides an ideal opportunity
to introduce yourself and your company.
Jot a small “hope you enjoy”-type note if you
send your newsletter in an envelope
Such personal efforts often make the difference between the
inbox and the wastebasket.
Include a “route to” box on the mailing panel
or envelope
List all the departments you’d like to receive your newsletter,
with small check-off boxes next to each listing.
Include a personalized cover letter for first-time readers
Such letters provide another opportunity to introduce your
publication, company, and products to new readers.
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