The under-used door opener: tips for direct mail

THE UNDER-USED DOOR OPENER Effective DM tips for a digital world

AGENDA 1.Why DM? 2.The set-up 3.Tips to steal 4. Award winners 5.That’s a wrap

WHY DM?

DIRECT MAIL CAN HELP YOU: • Find new customers • Keep current customers happy • Improve sales • Promote brand awareness

MAIL FROM YOU IS ALWAYS BETTER THAN A BILL.

YOU CAN PROSPECT Direct mail allows you to pinpoint the people who ﬁt your psychographic, demographic, and geographic proﬁle.

EVERYONE GETS MAIL Unlike email or telemarketing, you can send mail to almost anyone.

MAIL FREQUENCY IS DOWN Total DM Spend (in billions) 70 60 58 50 54 40 45 2007 2008 2009 Direct mail spending dropped from $58.4 billion in 2007 to $56.7 billion in 2008. That means less interference for you.

IT’S PART OF A SMART INTEGRATED APPROACH PRINT DRTV RADIO SOCIAL EMAIL ONLINE DM

IT'S EASY TO TRACK YOUR ROI Use redemption codes like you would a cookie for website visitors and track your results.

IT'S RELATIVELY INEXPENSIVE Printing and postage are your biggest expenses.

IT GETS ONE-ON-ONE ATTENTION You and a stack of mail – no other stories to read or TiVO to fast forward.

IT OPENS DOORS Send someone a package and you’ve got a reason to call them. Better yet, they feel obligated to stay on the line.

IT’S FOR EVERYONE The saying “Google has never advertised” is no longer true.

IT CAN PROMOTE BRAND LOYALTY

THE SET UP

MIND THE USER EXPERIENCE Not just for websites – consider how and when your recipient gets their mail.

USE THE RULE OF 3:33 :03 seconds to trash or not :30 seconds to scan 3:00 to read

SIX PHASES TO A CAMPAIGN

SIX PHASES TO A CAMPAIGN 1. Set goals

SIX PHASES TO A CAMPAIGN 1. Set goals 2. Build lists

SIX PHASES TO A CAMPAIGN 1. Set goals 2. Build lists 3. Develop creative

SIX PHASES TO A CAMPAIGN 1. Set goals 2. Build lists 3. Develop creative 4. Produce

SIX PHASES TO A CAMPAIGN 1. Set goals 2. Build lists 3. Develop creative 4. Produce 5. Evaluate and adjust

SIX PHASES TO A CAMPAIGN 1. Set goals 2. Build lists 3. Develop creative 4. Produce 5. Evaluate and adjust 6. Test. Test. Test.

TIPS TO STEAL

What’s In WIIFM It For Me?

DON’T TALK ABOUT YOUR COMPANY “There’s one more very important thing about this product … the company that stands behind it. You’re a member of the FineCo family, so you already know our philosophy: to provide you with products, services and assistance that truly serve your best interest — to help you get the most out of your money, your opportunities … your life.”

REMEMBER THE STALELIFE RESPONSE EQUATION “Tell the prospect – as quickly and clearly as humanly possible – what they get, and how to get it.”

SAID ANOTHER WAY BY ANOTHER GREAT AD MAN “Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: ‘Buy this product, and you will get this speciﬁc beneﬁt.” - Rosser Reeves

BE SCANABLE Remember the 3:33 rule? The Response Equation?

LIVE BY THE RULE OF JETHRO To get a response, you must create your promotion so that every person – no matter how intelligent – will know why and how to respond.

REFUSE EXTREME TYPOGRAPHY

SEND A SERIES OF MAILINGS

USE A HANDWRITTEN NOTE Tell Your Audience they’re Important. Start by printing some cards to have in the ofﬁce.

CONSIDER REAL HANDWRITING People work from home to address, label and stamp for you.

GO PERSONALIZED No matter what, personalized ALWAYS brings a higher response.

USE ENGAGING IMAGES Layout makes all the difference when visually directing prospects.

SCRUB, SCRUB, SCRUB YOUR LISTS Purchasing mail data should come with the ability to target to the demographics and psychographics you choose.

DRIVE WEB TRAFFIC AltaOne Federal Credit Union generated buzz before a grand opening.

WELCOME PEOPLE Don’t forget to ask for even more, now.

POSTCARDS ARE INEXPENSIVE Cheaper postage. Easy to print.

SURPRISE PEOPLE It is physical. It is something that can hang around.

APPEAL TO THE SENSE OF TOUCH Ribbed, for our pleasure.

PROMOTE AWARENESS Being recognized by your colors, logo, slogan, or approach means that your consistent use is working.

USE A PERSONAL URL

FOLLOW TRENDS If you see something in the mail time and again from a reputable source, know that it’s testing well.

SAY “HEY” DURING THE HOLIDAYS

BE INTERACTIVE Post-it notes always get touched – a great place for a succinct message.

BE CREATIVE FOR YOUR ADVOCATES They know you. They like (or love) you. The sky is your creative limit.

PROMOTE GROWTH Trees are low cost and help offset the idea that you’re using them.

USE SUPERIOR TACTICS

AVOID THE TWO-STEP Borrowed interest creates a two-step process for understanding messages.

FREE Always works.

GO STEALTH If response is your pure objective, do not be ashamed of using an outer that does not reveal your entire offer.

TEST. TEST. TEST. You can test anything - lists, creative, messaging. Find out what works by using small quantities. Just don’t test more than one variable at a time (apples to apples).

AWARD WINNERS

THAT’S A WRAP. Your future is ﬁlled with hope and great intentions and we have faith you’ll succeed. When you need help with your integrated campaigns – even for a second opinion or questions – please consider Stalelife. Thank you and good luck.

The under-used door opener: tips for direct mail

by Joe Doyle on Jul 11, 2009

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The under-used door opener: tips for direct mail — Presentation Transcript

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