Direct Mail Best Practices
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Transcript of Direct Mail Best Practices
![Page 1: Direct Mail Best Practices](https://reader033.fdocuments.net/reader033/viewer/2022061110/54528ef8af7959ce7f8b4e4b/html5/thumbnails/1.jpg)
An Essential Part of Your Integrated Marketing Strategy
Direct Mail Best Practices
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Basic Topics
Benefits of Direct Mail
Influencing Response
Delivery Strategies
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DIRECT MAIL AN ESSENTIAL PART OF YOUR
INTEGRATED MARKETING STRATEGY
Benefits of Direct Mail
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Why Direct Mail?
Highly Effective
Builds a Target Specific Audience
High Impact on ROI and Response Rate
30 Times Higher Response Rate than Email
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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
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INFLUENCING RESPONSE
TOP SIX FACTORS THAT INFLUENCE DIRECT RESPONSE
RATES
Influencing Response
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Top Six Factors that Influence Direct Response Rates:
Targeting
Personalization
The Offer
Message & Creativity
Call to Action
On-Time Delivery
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#1: Targeting
Using a highly targeted list to increase response and maximize investment.
Demographics is a prominent factor!
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#2: Personalization
Use predictive marketing to target certain audiences.
Increased likelihood of client spending.
Exam
ple:
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#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
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#4: Message & Creative
Be DISTINCTIVE Use bold headlines to CAPTURE
ATTENTION Make sure your copy focuses on
BENEFITSInclude strong CALLS TO ACTION
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#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
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#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
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DELIVERY STRATEGIES
ENSURING THE HIGHEST ROI AND RESPONSE RATES
Delivery Strategies
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Internal Preparation Strategy
Strategy Enables Success
Your direct mail partner must think and act like an owner.
Best practices maximize ROI!
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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?
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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?
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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
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Effective Direct Mail Campaigns DON’T Happen Overnight
Strategically Identified Prospect
MessagingContent
Design