An Essential Part of Your Integrated Marketing Strategy

Direct Mail Best Practices

Basic Topics

Benefits of Direct Mail

Influencing Response

Delivery Strategies

DIRECT MAIL AN ESSENTIAL PART OF YOUR

INTEGRATED MARKETING STRATEGY

Benefits of Direct Mail

Why Direct Mail?

Highly Effective

Builds a Target Specific Audience

High Impact on ROI and Response Rate

30 Times Higher Response Rate than Email

Why Direct Mail?

Efficient marketing budget allocation

May be used along with digital media

Increases the likelihood of call to action

Multiple Marketing Channels

More Interaction

More Sales

INFLUENCING RESPONSE

TOP SIX FACTORS THAT INFLUENCE DIRECT RESPONSE

RATES

Influencing Response

Top Six Factors that Influence Direct Response Rates:

Targeting

Personalization

The Offer

Message & Creativity

Call to Action

On-Time Delivery

#1: Targeting

Using a highly targeted list to increase response and maximize investment.

Demographics is a prominent factor!

#2: Personalization

Use predictive marketing to target certain audiences.

Increased likelihood of client spending.

Exam

ple:

#3: The Offer

How can we BEST provide information to help lead a

prospect or client to say “YES”?

Tailor the method to the offerInclude compelling incentives &

promotionsPresent clear, personalized savings

#4: Message & Creative

Be DISTINCTIVE Use bold headlines to CAPTURE

ATTENTION Make sure your copy focuses on

BENEFITSInclude strong CALLS TO ACTION

#5: Call to Action

Provide three or more ways to respond

Include three or more calls to action per piece

Create a sense of urgencyMake it clear what you want the

prospect to do

#6: On-Time Delivery

Research pivotal market spikes

Ensure potential clients have your direct-mail pieces prior to the time they need to make a purchasing decision

Capture anyone with an intention to buy and those who don’t yet know they have a need

DELIVERY STRATEGIES

ENSURING THE HIGHEST ROI AND RESPONSE RATES

Delivery Strategies

Internal Preparation Strategy

Strategy Enables Success

Your direct mail partner must think and act like an owner.

Best practices maximize ROI!

The List

Things to Consider When Searching for the IDEAL List

How did you obtain the list?

Is the list fresh and accurate?

Does the list help you target using the 80/20 principle?

Science of Drop Date Timing and Shipping Methodology

Drop shipping often helps to achieve optimal delivery time.

To achieve optimal delivery time, you must determine:

Where do we send it?

When do we send it?

How do we get it there?

What About the Results?

Provide easy to measure means of response:

Use a PURL (Personalized URL)

Include Call Tracking Numbers

Use Business Reply Mail Cards

Measure total spend vs. the Lifetime Value (LV) of the client to calculate ROI

Effective Direct Mail Campaigns DON’T Happen Overnight

Strategically Identified Prospect

MessagingContent

Design

Your Direct Mail Partnerwww.MailAMG.com