Personalization works, Mr. Sample. Just be sure to get it right, Mr. Sample. And please, Mr. Sample, don’t overdo it.

By Paul Barbagallo

The information was seamlessly inserted into the fifth paragraph of the letter, appearing as if it was prepared especially for Mr. Sample on Executive Director Craig E. Thompson’s typewriter. The appeal package also contained a membership-preference survey that asked questions such as: “Do you wish to receive occasional e-mail updates from APLA?” and “The number of mailings I receive from APLA each year is: too few; too many; or just right.”