Yours sincerely masterclass

Award-winning creative director Patrick Collister explores the art of compelling direct marketing, particularly letter writing, and challenges the preconception that letters have to be written on paper.

He lays down the cornerstones of successful campaigns:

• response and relationships
• the 20:80 rule, where 20% of your customers are responsible for 80% of your sales
• smart targeting - whether it's one person, 100 people or a million
• identifying your key insight and knowing your brand
• the seven master communications ideas.

He uses Cannes successes and other innovative case studies from the UK and abroad, including Volkswagen's Google Maps mailing to promote its sat-nav software, to highlight his theories.

This presentation was given at the Yours sincerely masterclass at the Mail Media Centre on 5 May 2010. If you're interested in attending future sessions, please contact us.