Secrets of Direct Mail: The Dialogue Method by Siegfried Vögele

If you’ve ever read a direct mail letter, you have probably encountered the work of Siegfried Vögele. Through countless experiments and observations in the 1970s and 1980s, he was the first person to exhaustively analyse how people read and interact with letters they receive.

Much of what we today call good practice in direct marketing stems from his book “Handbook of Direct Marketing — The Dialogue Approach.” Things like always including a PS or underlining the most relevant parts of the letter, which lots of people will…