Want to know what makes a direct mail campaign successful? Need some creative advice on your direct mail? Find out this and more! Presented by Justin Sharaf, Acquisition Associate Manager and Kim DiVincenzo, Creative Manager
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PersonalTarget based on demographics, geography, psychographics and/or firmographicsTargeting allows you to personalize your message to build relationships with customers (welcome back, thank you or happy birthday)FlexibleTime and space constraints of other media don’t apply – you can be as brief or detailed as you want to beUsed as both a brand builder and direct response mechanismPhysicalityFMRI studies show that the brain is more emotionally engaged and reflecting more on response when viewing direct mailBrain sees physical material as more real than digital messaging, experience of the brand stays in the memory a lot longerPhysical mail tends to hang around longer – creating longevity and increasing the memorabilityTimelyMail lets you target timelines – birthdays, holidays, people who just bought a house, who are getting married etc.MeasurableDeliverability isn’t an issue with direct as it is with other media.You know exactly who has received your message and who hasn’t Cost-effective
Set objectivesDefine your audienceBuy a list that matches your target profile* Vistaprint, SalesGenie, InfoUsa or from qualified list brokersWhat is your offer?Offer should be worthwhile Should fulfill a perceived needHave a good perceived valuePracticalUniqueAppropriate given the customer/brandHas clear connection with the brandChoose the right MediumVariety of formats including letter, brochures, postcards, envelopes, flyers etc.Use professional paper/die cuts to stand out from the crowdDesign/CopyLet prospects know what you have, why they need it and how to get itIdentify with target through features and benefits (answer what your product does)Headlines should be big, bold and easy to readBe consiceBe conversationalPersonalize the copy Motivate through call to actionPrint and Mail* Most printers have a mail house or partner with oneFollow upMeasure
Set specific objectivesOutline the desired impact the program will haveIncrease frequency of purchaseGenerate TrialIncrease awarenessEventsGreetingsPromotionAwareness
Define your audienceWho are you trying to reach?New customers, existing customers? Demographics, geography, firmographics, psychographicsYour target should be based off of your best customersBuy a list that matches your target profile40% of your success is based on your ability to target the right audienceSpend most of your time getting a good list* Vistaprint, SalesGenie, InfoUsa or from qualified list brokers
What is your offer?Offer should be worthwhile Should fulfill a perceived needHave a good perceived valuePracticalUniqueAppropriate given the customer/brandHas clear connection with the brand
Create your DM pieceUse visuals and text to grab attention. They should work together but do not need to “show or say” the same thingCopy should be easy to read, written in an active voice and communicate your message quicklyFor promotional pieces feature coupon prominently on the front and reiterate on back with details of the promotionFocus on benefits that are relevant to your target audience
Print and MailMost printers have a mail house or partner with oneUse mailing services company like VistaprintDo-it-yourself (hand-written or print labels from home-computer)Office superstoresLocal Fulfillment houses
Follow upCreate a plan for multiple contactsDon’t just mail the list once, mail multiple times. Or follow up with a phone call, email or other marketing tactic.
Measure your successKeep track of who you mail and who responds by using short URLs or coupon/promo codesUse online analytics (google) to track customers on websiteTrack revenue generated from short URLs or coupon codesIf revenues cover the cost of the piece and your time you are on the right trackResponse rate will vary based on industry and the type of mailing