Square brackets are merge fields. Every one of these is shorter than the version most businesses would write.
Real estate
Appraisal follow-up
Trigger: Appraised six weeks ago, has not listed, has stopped replying to email.
Dear [First name],
I came through [Street] back in [Month] and thought I would drop you a note rather than another email.
No pitch attached — if you are still weighing it up, I am happy to answer questions with nothing riding on the answer. And if you have decided to stay put, that is a perfectly good outcome and I will leave you alone.
Either way, thank you for having me through.
[Agent name]
Why it works: No offer, no market data, and an explicit exit. It works because it removes pressure rather than applying it, which is the opposite of everything else in their letterbox.
180 pieces · 85 words · handwritten envelope · $3.91 per piece · $773 total
Automotive
Lapsed service customer
Trigger: Two scheduled services missed on a vehicle bought from the dealership.
Dear [First name],
Our records say the [Year] [Model] you bought from us has not been in for a service in a while, and I would rather ask than assume.
If you have found somewhere closer or easier, fair enough — that happens. If something went wrong last time you were here, I would genuinely like to know, because that is the sort of thing I can fix.
Either way, the car is the important part. Give me a call if it is due.
[Service manager]
Why it works: It names the actual car, it invites criticism, and it does not contain a discount. Asking what went wrong gets a response rate that a voucher does not.
2,400 pieces · 95 words · handwritten envelope · $2.96 per piece · $7,814 total
Charity
Major donor thank-you
Trigger: Gave above the major-gift threshold and received a templated receipt.
Dear [First name],
You will have had a receipt from us already, which is a poor way of saying thank you for [amount].
So: thank you. [One specific sentence about what the money did.]
There is nothing to do with this letter. I just did not want the receipt to be the last thing you heard from us.
[Name], [Role]
Why it works: One specific outcome, and an explicit statement that no further action is required. The absence of an ask is what makes the next ask work.
420 pieces · 70 words · handwritten envelope · $3.17 per piece · $1,462 total
Financial services
Renewal defence
Trigger: Fixed rate or policy expiring in the next ninety days.
Dear [First name],
Your [product] comes up for review on [date], which means you will shortly start hearing from people who would like to take it over.
Before that happens, I wanted to set out where things stand and what your options are, including the ones that do not involve staying with us. [Two or three sentences of actual substance.]
If it would be useful to talk it through, my direct line is below.
[Adviser name]
Why it works: It names the date, it acknowledges the competition rather than pretending it does not exist, and it offers something concrete. Handwriting gets it opened before the competitor’s printed pack.
640 pieces · 120 words · handwritten envelope · $3.48 per piece · $2,450 total