An Essential Part of Your Integrated
Marketing Strategy
Direct Mail Best Practices
Basic Topics
Benefits of
Direct Mail
Influencing
Response
Delivery
Strategies
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 Hi...
Why Direct Mail?
 Efficient marketing budget allocation
May be used along with digital media
Increases the likelihood o...
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 Act...
#1: Targeting
Using a highly targeted list to increase
response and maximize investment.
Demographics is a prominent fac...
#2: Personalization
Use predictive marketing to target
certain audiences.
Increased likelihood of client spending.
Examp...
#3: The Offer
How can we BEST provide information
to help lead a prospect or client to say
“YES”?
Tailor the method to th...
#4: Message & Creative
Be DISTINCTIVE
 Use bold headlines to CAPTURE
ATTENTION
Make sure your copy focuses on
BENEFITS
...
#5: Call to Action
Provide three or more ways to respond
Include three or more calls to action per
piece
Create a sense...
#6: On-Time Delivery
Research pivotal market spikes
Ensure potential clients have your direct-mail
pieces prior to the t...
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 pra...
The List
Things to Consider When Searching for
the IDEAL List
How did you obtain the list?
Is the list fresh and accurat...
Science of Drop Date Timing and
Shipping Methodology
Drop shipping often helps to achieve
optimal delivery time.
To achi...
What About the Results?
Provide easy to measure means of
response:
Use a PURL (Personalized URL)
 Include Call Tracking...
Effective Direct Mail Campaigns
DON’T Happen Overnight
Strategically
Identified Prospect
Messaging
Content
Design
Your Direct Mail Partner
www.MailAMG.com
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Direct Mail Best Practices

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Learn direct mail best practices from AMG's direct mail marketing experts.

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Direct Mail Best Practices

  1. 1. An Essential Part of Your Integrated Marketing Strategy Direct Mail Best Practices
  2. 2. Basic Topics Benefits of Direct Mail Influencing Response Delivery Strategies
  3. 3. AN ESSENTIAL PART OF YOUR INTEGRATED MARKETING STRATEGY Benefits of Direct Mail
  4. 4. Why Direct Mail?  Highly Effective Builds a Target Specific Audience  High Impact on ROI and Response Rate 30 Times Higher Response Rate than Email
  5. 5. 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
  6. 6. TOP SIX FACTORS THAT INFLUENCE DIRECT RESPONSE RATES Influencing Response
  7. 7. Top Six Factors that Influence Direct Response Rates: Targeting Personalization The Offer Message & Creativity Call to Action On-Time Delivery
  8. 8. #1: Targeting Using a highly targeted list to increase response and maximize investment. Demographics is a prominent factor!
  9. 9. #2: Personalization Use predictive marketing to target certain audiences. Increased likelihood of client spending. Example:
  10. 10. #3: The Offer How can we BEST provide information to help lead a prospect or client to say “YES”? Tailor the method to the offer Include compelling incentives & promotions Present clear, personalized savings
  11. 11. #4: Message & Creative Be DISTINCTIVE  Use bold headlines to CAPTURE ATTENTION Make sure your copy focuses on BENEFITS Include strong CALLS TO ACTION
  12. 12. #5: Call to Action Provide three or more ways to respond Include three or more calls to action per piece Create a sense of urgency Make it clear what you want the prospect to do
  13. 13. #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
  14. 14. ENSURING THE HIGHEST ROI AND RESPONSE RATES Delivery Strategies
  15. 15. Internal Preparation Strategy Strategy Enables Success Your direct mail partner must think and act like an owner. Best practices maximize ROI!
  16. 16. 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?
  17. 17. 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?
  18. 18. 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
  19. 19. Effective Direct Mail Campaigns DON’T Happen Overnight Strategically Identified Prospect Messaging Content Design
  20. 20. Your Direct Mail Partner www.MailAMG.com

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