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

1. An Essential Part of Your Integrated
Marketing Strategy
Direct Mail Best Practices

2. Basic Topics
Benefits of
Direct Mail
Influencing
Response
Delivery
Strategies

3. AN ESSENTIAL PART OF YOUR
INTEGRATED MARKETING
STRATEGY
Benefits of
Direct
Mail

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. 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. TOP SIX FACTORS THAT
INFLUENCE DIRECT RESPONSE
RATES
Influencing
Response

7. Top Six Factors that Influence
Direct Response Rates:
Targeting
Personalization
The Offer
Message & Creativity
Call to Action
On-Time Delivery

8. #1: Targeting
Using a highly targeted list to increase
response and maximize investment.
Demographics is a prominent factor!

9. #2: Personalization
Use predictive marketing to target
certain audiences.
Increased likelihood of client spending.
Example:

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. #4: Message & Creative
Be DISTINCTIVE
 Use bold headlines to CAPTURE
ATTENTION
Make sure your copy focuses on
BENEFITS
Include strong CALLS TO ACTION

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. #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. ENSURING THE HIGHEST ROI
AND RESPONSE RATES
Delivery
Strategies

15. Internal Preparation Strategy
Strategy Enables Success
Your direct mail partner must
think and act like an owner.
Best practices maximize ROI!

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. 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. 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. Effective Direct Mail Campaigns
DON’T Happen Overnight
Strategically
Identified Prospect
Messaging
Content
Design

20. Your Direct Mail Partner
www.MailAMG.com