Direct Mail Ucla Spring 2011

Direct Mail and Copy Writing

copyright David Novak 2004 @ 2008

1

Mark Stern – [email protected]

mailto:[email protected]

mailto:[email protected]

Direct Mail MarketingDi

Direct Mail MarketingDi


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


3

Direct Mail Objectives Direct Mail Objectives


4

• 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


5

The List.

The Offer.

The Delivery Method.

The Creative Aspect.

Strengths of Direct Mail Marketing

Strengths of Direct Mail Marketing


6

Personal Pinpoints Your audience

Income Gender Education Hobbies Profession

Control Timing

Direct Mail Marketing List

Direct Mail Marketing List


7

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


8

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


9

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


10

• 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


11

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


12

• 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


13

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


14

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



15

#10 Envelopes Special Envelopes Colored Special Size Special Shape Special Design




16

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


17

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


18

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?


19

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


20

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!


21

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


22

Green Marketing Direct Mail


23

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

http://www.dmaresponsibility.org/Environment/

http://www.ims-dm.com/

http://www.delivermagazine.com/topic/green-marketing/

http://www.usps.com/ncsc/welcome.htm

http://edf.org/papercalculator/

http://www.melissadata.com/solutions/index.htm

Writing Copy

Do-it-yourself advertising 2003,copyright tradewind Marketing 2008

25

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

26

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


27

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

28

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?

29


Writing Copy


30

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?

31


Writing Copy

Clic Stic® Ice with Rubber Grip• 7 popular translucent ice colors.• Non-slip rubber grip.• Print in up to 3 colors on barrel and 1 color on clip.• Need this product in 24 hours? Click here.

ITEM #CSIG

No-Charge Services:Catalog quantities ship in 5 days*, no screen charges, production artwork,writing ink color changes, imprint color changes,copy changes, drop shipments.*Excluding Lighters and Shapes Products

300 piece min.

Save 25% or more off regular price!

What Does This Ad Have?

Head Line? Body Copy? The Offer? The Logo?32 ARM Attract Attention? Retain Interest? Motivate?

32


Writing Copy


33

“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


34

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

Direct Mail Ucla Spring 2011

Documents

Transcript of Direct Mail Ucla Spring 2011