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College lecture for Direct Mail beginners.
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Direct Mail MarketingDi
Direct Mail MarketingDi
copyright David Novak 2004 @ 2008
2
81% of Americans read newspapers 96% of Americans own telephones 98% of Americans have televisions
But Everybody has a mail box……. Not everybody reads their emails!
“Snail mail vs. Email”- The postman always delivers
Direct Mail Usage –Still an important advertising medium
copyright David Novak 2004 @ 2008
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Direct Mail Objectives Direct Mail Objectives
copyright David Novak 2004 @ 2008
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• Encouraging interest in new products or services.• Generating Sales and orders.• Helping build store traffic.• Generating new leads.• Bringing news of a special private sale to valued
customers.• Maintaining relationships by staying in touch with
customers.• Enhancing results from other forms of advertising.• Building brand recognition.• Prospecting for new customers.
Four Primary Components of Direct Mail Marketing
Four Primary Components of Direct Mail Marketing
copyright David Novak 2004 @ 2008
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The List.
The Offer.
The Delivery Method.
The Creative Aspect.
Strengths of Direct Mail Marketing
Strengths of Direct Mail Marketing
copyright David Novak 2004 @ 2008
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Personal Pinpoints Your audience
Income Gender Education Hobbies Profession
Control Timing
Direct Mail Marketing List
Direct Mail Marketing List
copyright David Novak 2004 @ 2008
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Direct Mail Question
Are you looking for a 35-49 year-old vegetarian who is a professional, has an income of $50,000+, drives a reconditioned 1951 Desoto, takes three vacations a year and collects I Love Lucy memorabilia?
No Problem……
Direct Mail Database Information List Information Direct Mail Database Information List Information
copyright David Novak 2004 @ 2008
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Important Information Name Address including zip code Telephone Number E-mail address
Length of Residence Age / Gender / Marital Status Family Data Education Income Occupation Unique identifier (Are you a fresh water fisherman?) Transaction history (Have they purchased before and from
whom?) Inquiring history (Have they requested information?)
Direct Mail List Sources
copyright David Novak 2004 @ 2008
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Purchased ListsRented Lists List Brokers Trade or business publications. Directories (Library) Government InternetCompiled from internal information. List of customers Sales Rep. info Inquiries Warranty Cards Stockholders SRDS – Standard Rate and Data Services (available at the library)
Direct Mail List Maintenance
copyright David Novak 2004 @ 2008
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• Keep your list clean and up to date▫Periodically mail a “list cleaning mailer” with a return to sender notice
▫Confirm with the Direct Mailing List Broker how current the list is
▫Ask what percentage of names are “dead names”
Direct Mail Offer Direct Mail Offer
copyright David Novak 2004 @ 2008
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Direct Mail copy should be:
Personal Targeted Indicate benefits Indicate features Include a Guarantee Contain a reply device (bounce back card)
Direct Mail Bounce Back Card
copyright David Novak 2004 @ 2008
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• One of the best ways to gather
information is with a reply device
• One of the best ways to gather
information is with a reply device
How much information to include in the offer
How much information to include in the offer
copyright David Novak 2004 @ 2008
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If you are offering a product (office supplies, machines, books, etc) give the whole story about the product
If you are offering free literature which the reader must have in order to make a buying decision, describe the highlights of what the reader will find in the brochure. Include highlights on front of brochure.
If the idea or product is unique or new, you need to educate the reader as to the products benefits and unique qualities.
Direct Mail Copy Offer
copyright David Novak 2004 @ 2008
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The offer is a combination of price, guarantee, time limit, free gift or service
Free samples, especially good when the product can sell itself. “Free trial for 30 days. Return if not satisfied.” Time limit, “We must hear from you by”… Satisfaction guaranteed. Discount for cash, volume purchases. Flexible payment terms, cash, check or charge. Conditional sale, if he likes it, he will sign-up for a long-term
subscription or he can return for full refund. Free gift if you order, or 2 gift offer. Get one gift if you respond
to mailer and another gift if you order.
Direct Mail Delivery Method
Direct Mail Delivery Method
copyright David Novak 2004 @ 2008
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#10 Envelopes Special Envelopes Colored Special Size Special Shape Special Design
Direct Mail Delivery Method
Direct Mail Delivery Method
copyright David Novak 2004 @ 2008
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Clear Plastic Box or Bag Tube Free Standing Insert Priority Mail Express Mail Federal Express, etc. Ad Specialty (Imprinted Promotional Item)
The Creative Aspect The Creative Aspect
copyright David Novak 2004 @ 2008
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Copywriting and other tips for creating successful Direct Mail Media
FREE is the most powerful word in the English language.
Use FREE instead of " Complimentary” or “at no additional cost to you”.
“NO RISK” attracts attention
Use the word “YOU” more often than “I” or “we”.
Try to include a “P.S.” whenever you can, letters in particular. 30% of people who take the time to read your direct mail will look at the P.S. almost immediately.
Make a list of all the features, benefits and reasons to buy the product.
Personalize for each audience you mail.
Copywriting and other tips for creating successful Direct Mail Media continued
copyright David Novak 2004 @ 2008
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Summarize your offer on the order form. Not everyone will take advantage of your offer when they receive it, but they may keep the order form for a later order. Frequently this is the only part of the literature retained
Always include a GUARANTEE in your letter, mailer, brochure or order form
Use TESTIMONIALS to overcome buying objections
You must hook your reader in the first 5 seconds. The average reader scans a direct mail piece for 5 seconds
Get right to the point in the headline
You can make your offer the first thing in the mailer or last thing or both.
How long should a direct mail letter be?
copyright David Novak 2004 @ 2008
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1. A letter is too short when it does not give the customer enough information to be persuaded to act.
2. A letter is to long when it appears to go on and on.
3. Statistically, long letters pull better results, but not when they DRAG.
4. Write a letter long enough to say what you need to say, and then a call to action.
Direct Mail Considerations Direct Mail Considerations
copyright David Novak 2004 @ 2008
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Addressing (Personal and Zip + 4) Package (format, weight, size, and quality) Postage (bulk, first class, etc) Frequency Handling (internal, direct mail house) Postal Regulations (pre-sorted, etc)
TEST Your Direct Mail Campaign!TEST Your Direct Mail Campaign!
copyright David Novak 2004 @ 2008
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Test your mailing before you make full roll-out if mailing quantity large.
When testing only change one thing at a time. It is easier to measure results.
NOTE: Average test cell of 5000 pieces results in a 2% response which is considered
very good (100 responses)
Direct Mail Steps • Set measurable
goals• Determine offer• Determine audience• Determine delivery
method• Select list• Design piece• Test• Measure results
copyright David Novak 2004 @ 2008
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Green Marketing Direct Mail
copyright David Novak 2004 @ 2008
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Consumers are more conscious about the environment When possible, use recyclable paper When possible, use water soluble inks
Green Marketing Resources24
Websites to Help Mailers Sustain the Environment - Green marketing
http://www.dmaresponsibility.org/Environment/ – the Direct Marketing Association’s green information
http://www.ims-dm.com/ – the Direct Marketing Associations advertising mail opt-out list
http://www.delivermagazine.com/topic/green-marketing/ – Direct Marketing magazine
http://www.usps.com/ncsc/welcome.htm – Postal Service address quality information
http://edf.org/papercalculator/ – interactive tool that shows the environmental impact of paper choices
http://www.melissadata.com/solutions/index.htm - Melissa Data solutions for direct mail marketers
Writing Copy
Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
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Where to Start? 4 Elements.
1. Headline (The Head)2. Body Copy3. The Offer (Part of the body copy)4. The Logo (signature which identifies you)
Writing Copy
Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008S
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Headline What is the benefit? What solution are you offering?
Body Copy Avoid using jargon Be clear and concise Make sure the message match the need of the customer
The Offer Make it interesting and Offer value
The Logo Tell them who you are
Writing Copy
Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
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Where should you start? Where you start makes no difference. No matter where you start, the headline is
very crucial.
The headline and illustrations are the GRABBERS.
Writing Copy
Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
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Two things your headline should do.1. Attract the audience that will actually buy the product or
at least influence its purchase.2. Have carry-over power that will get readers from the
headline into the ad itself.
Writing Copy
What’s wrong with this ad?
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Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
Writing Copy
Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
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The Three ARM factors every ad must have
A- Attract Attention R- Retain Interest so the reader will become aware of the
overall message M- Motivate the reader to take the action your ad is
designed to produce
Writing Copy
Where is the ARM in this ad?
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Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
Writing Copy
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What Does This Ad Have?
Head Line? Body Copy? The Offer? The Logo?32 ARM Attract Attention? Retain Interest? Motivate?
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Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
Writing Copy
Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
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“Some Words to Live By”1. “Free”2. “You”3. “Profitable”4. “Save”5. “Service”6. “Discount”7. “No Risk Offer”
Writing A Direct Mail Letter
copyright David Novak 2004 @ 2008
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Ensure the message matches the needs of the target audience Get to the point Be Clear and concise Sell benefits, not features Keep it personal and conversational Write so that the letter is understandable Use white space Keep it on one page Create a deadline for your “offer” Always have a call to action and contact information Use testimonials when you can Research shows that a P.S. (postscript) is effective as most people’s eye
moves down the page first before they read the letter itself