Important elements of direct mail

Ignite the Fire in Your Direct Mail

Reg Gupton, MBA, Creative Growth [email protected] http://www.growthseminars.com303.544.0340 office303.544.0358 fax

Harness the Power of Profitable Direct Mail Marketing

© Creative Growth Seminars, [email protected], www.business successvideos.com

1.Select a Narrow Target Audience

• Use one or more segments from your electronic database

• Design a campaign for each segment• Begin with no fewer than 3, no more

than 6• Don’t skip around


2. Decide on the Frequency of your Campaign

• Research tells us that it takes 12-18 touches before you are noticed

• Early sales are low hanging fruit. You did not earn them

• Budget at least one year before you start


3. Choose your offer

• For this target audience and no one else

• Educate 80% • Offer 20%


4. Select a card vendor

• Must be able to handle your uploaded database

• Local is not often best• My recommendation for a vendor is:

http://bit.ly/b48cnM


5. Learn what your competition is doing

• Visit their store/web site• Sign up for their catalog/newsletter• See what you receive• I bet nothing


6. Tell them what to do

• Tell them how to respond• What telephone number• What fax number• What email


7. Decide how to measure success

• Do you want:• More sales• More foot traffic• More opt-ins• Enter your drawing


8. Don’t quit

• If you are new: it is extremely painful to get it all started• Much to learn• Much to organize

• Put your annual schedule on your calendar

• Put the money in the bank• Measure your results

monthly/quarterly


9. Realize this

• You only get 4-6 seconds with their eyes and brain

• Your offer/request must be:• Visible• Clear


10. Test your offer

• On a small segment of your list• What ROI do you need?• Hold your direct mail accountable for

results.

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Important elements of direct mail

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