If you want to achieve very successful lead generation campaigns, you have to keep a special eye on some critical details. Because in the daily fight for attention, supposed little things decide whether communication is effective, i.e. successful or not. Handwritten letters are a very special way to stand out from the competition. But at the same time, such letters are not a sufficient condition for successful campaigns. Who pays close attention to the interaction of the following success factors will be rewarded with outstanding results, e.g. response rates between 20 and 40 percent are fairly common.