Beyond the Basics: Direct Mail
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The document provides a comprehensive guide to direct mail marketing, emphasizing its personal, flexible, and cost-effective nature for reaching specific audiences. Key steps include setting objectives, defining the target audience, creating effective mail pieces, and measuring results to ensure success. It also suggests resources for getting started and highlights the importance of follow-up in the marketing process.
Beyond the Basics: Direct Mail
- 1. DIRECT MAIL 101 Justin Sharaf, Acquisition Marketing Manager Kim DiVincenzo, Creative Manager
- 2. DIRECT MAIL 101 Who When Why How Company Confidential Vistaprint © 2011
- 3. WHY DIRECT MAIL? Personal Target specific audiences to build relationships Flexible Communicate complex messages — or not Physicality Tactile nature creates a more emotionally engaging experience Timely Target specific timelines (birthdays, marriages, first home, etc.) Measurable Know exactly who receives your message and who doesn’t Cost-effective Spend a little and reach every home in America Company Confidential Vistaprint © 2011
- 4. HOW DOES IT WORK? Set specific objectives Define Measure your results audience Determine Follow up your offer Create Print and your DM mail piece Company Confidential Vistaprint © 2011
- 5. SET SPECIFIC OBJECTIVES What is the desired impact of your program? • Increase frequency? • Generate trial? • Increase awareness? • Set SMART objectives Company Confidential Vistaprint © 2011 5
- 6. DEFINE YOUR AUDIENCE • 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 6
- 7. DETERMINE YOUR OFFER 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 7
- 8. CREATE YOUR DM PIECE 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 8
- 9. PRINT AND MAIL 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 9
- 10. FOLLOW UP 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 10
- 11. MEASURE RESULTS Measure your success • Keep track of who you mail and who responds by using short URLs or Enter promo code: SAVENOW 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 Company Confidential Vistaprint © 2011 11
- 12. WHERE TO GET STARTED • Vistaprint • Salesgenie • Local printers • The DMA Company Confidential Vistaprint © 2011
Editor's Notes
- #2: To change the layout of any slide: Right click on the slide and scroll down to layout Choose the appropriate layout option If images and text need to be reset, right click and choose “reset slide”Slide Name: Title Slide
- #4: 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
- #5: 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
- #6: Set specific objectivesOutline the desired impact the program will haveIncrease frequency of purchaseGenerate TrialIncrease awarenessEventsGreetingsPromotionAwareness
- #7: 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
- #8: 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
- #9: 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
- #10: 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
- #11: 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.
- #12: 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