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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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DIRECT MAIL 101
Justin Sharaf, Acquisition Marketing Manager
Kim DiVincenzo, Creative Manager
Company Confidential Vistaprint © 2011
DIRECT MAIL 101
How
Why
WhenWho
Company Confidential Vistaprint © 2011
WHY DIRECT MAIL?Target specific audiences to build relationshipsPersonal
Communicate complex messages — or notFlexible
Tactile nature creates a more emotionally engaging experience Physicality
Target specific timelines (birthdays, marriages, first home, etc.) Timely
Know exactly who receives your message and who doesn’tMeasurable
Spend a little and reach every home in AmericaCost-effective
Company Confidential Vistaprint © 2011
HOW DOES IT WORK?
Set specific objectives
Define your audience
Determine your offer
Create your DM piecePrint and mail
Follow up
Measure results
Company Confidential Vistaprint © 2011
SET SPECIFIC OBJECTIVES
5
What is the desired impact of your program?
• Increase frequency?• Generate trial?• Increase awareness?• Set SMART objectives
Company Confidential Vistaprint © 2011
DEFINE YOUR AUDIENCE
6
• 40% of your success is based on targeting the right audience
• Buy a list that matches the profile of your best customers
OR
• Identify existing customers that you would like to reach
Company Confidential Vistaprint © 2011
DETERMINE YOUR OFFER
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Your offer should be:
• Worthwhile
• Fulfill a perceived need
• Have a good perceived value
• Practical
• Unique
• Appropriate given the customer/brand
• Has clear connection with the brand
Company Confidential Vistaprint © 2011
CREATE YOUR DM PIECE
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Let prospects and current customers know what you have, why they need it and how to get it
• Choose the right medium (Letter, Brochure, Postcard etc.)
• Identify with target through use of features and benefits
• Motivate prospects/current customers to act through clear and prominent call to action
Company Confidential Vistaprint © 2011
PRINT AND MAIL
9
Professionally print and mail your pieces
• Work with the printer to determine paper stock and finish
• Most printers have a mail house or partner with one so you can send your piece directly from press to your prospects
Company Confidential Vistaprint © 2011
FOLLOW UP
10
Create a plan for multiple contacts
• Mail to the same list multiple times
• Integrate with other communications like social media, email or phone calls
Company Confidential Vistaprint © 2011
MEASURE RESULTS
11
Measure your success
• Keep track of who you mail and who responds by using short URLs or coupon/promo codes
• Use online and social media analytics like Google or Facebook to track customers on website
• Track revenue generated from short URLs or coupon codes
• If revenues cover the cost of the piece and your time you are on the right track
Enter promo code: SAVENOW
Company Confidential Vistaprint © 2011
WHERE TO GET STARTED
• Vistaprint• Salesgenie• Local printers• The DMA
