DIRECT MAIL TIPS Hristo Radichev in Marketing Communications

Direct Mail E-mail Campaigns Today we will talk about :

Direct Mail

E-mail Campaigns

Direct Mail Part I:

„ Offering products and / or services from producer or service provider directly to potential customers, using databases, direct mail, inserts, demonstrations, phone sales etc.” Small Business Dictionary Direct Marketing : “ A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.” Direct Mail : Entrepreneur.com What is DM ?

... is the annual revenue of the DM business in 20 European countries, including Russia 760 10% annual growth Statistics : € mln 5% + 3 letters In a single mailbox in Bulgaria the average annual number of DM letters is ... … are the positive replies of a DM offer in the USA Source : ЕМОТА

To buy or to gather ? When and how it is gathered ? What information gives us ? Checking , standardizing , augmenting ... Constant renewal ! Database LIST HYGIENE! ASK YOURSELF:

To buy or to gather ?

When and how it is gathered ?

What information gives us ?

Checking , standardizing , augmenting ...

Constant renewal !

Preliminary More criteria, clearly defined Aiming Targeting

Preliminary

More criteria, clearly defined

Aiming

Envelop , paper , format Colors Quality Business reply envelope Make it easy, but engage Curiosity

Colors

Quality

Business reply envelope

Make it easy, but engage

Curiosity

Envelop , paper , format Colors Quality Business reply envelope Make it easy, but engage Curiosity

Colors

Quality

Business reply envelope

Make it easy, but engage

Curiosity

Contents Personalize Urgent ! ( add deadlines to reply ) Provide enough information Incentives Many reasons to buy this product Guarantee, promise (keep them!) Sender ( name, position, signature )

Personalize

Urgent ! ( add deadlines to reply )

Provide enough information

Incentives

Many reasons to buy this product

Guarantee, promise (keep them!)

Sender ( name, position, signature )

Frequency Regularity Follow up’s New and old customers Customer’s short memory Competition

Regularity

Follow up’s

New and old customers

Customer’s short memory

Competition

What next ? Orders processing Working with suppliers Quality control Analysis MEASURE & COMPARE ! TEST EVERYTHING before you start it

Orders processing

Working with suppliers

Quality control

Analysis

MEASURE & COMPARE !

TEST EVERYTHING before you start it

E-mail Campaigns Part II:

The new environment EVERYTHING is FASTER online If you don’t use Internet for DM, you’re crazy. Web 2.0 ; Google Browsers SEO, SEM MySpace, WordPress Flickr, Picasa RSS YouTube SPAM

EVERYTHING is FASTER online

If you don’t use Internet for DM, you’re crazy.

Web 2.0 ;

Google

Browsers

SEO, SEM

MySpace, WordPress

Flickr, Picasa

RSS

YouTube

SPAM

What ? E-mail Marketing : Direct marketing that uses e-mail to communicate with customers Customer Relationship Management Online catalogue Newsletter Targeting 400 $ mln ... spent by US companies for e-mail marketing in 2006

Customer Relationship Management

Online catalogue

Newsletter

Targeting

E-mail campaigns Faster: You need few hours to set a campaign . Cheaper: An e-mail is about 70 times cheaper than the paper . But still hard : SPAM filters, virtual , boredom , easy to delete . Easier: Customer can reply immediately .

Faster:

You need few hours to set a campaign .

Cheaper:

An e-mail is about 70 times cheaper than the paper .

But still hard :

SPAM filters, virtual , boredom , easy to delete .

Easier:

Customer can reply immediately .

How to gather more e-mails ? Website registration forms ; e-Newsletters ; Flyers referring to a website ; Online games ; Databases; etc.

Website registration forms ;

e-Newsletters ;

Flyers referring to a website ;

Online games ;

Databases;

etc.

What is specific in e-mail campaigns? Opt-in ; Opt-out; Database segmentation – different approach to different groups made easier ; From & Subject fields ; 64% ... of all customers quote the “From” field to be the most important factor influencing them to open e-mails . DoubleClick Bulk – Tuesdays till Thursdays ; Don’t mail on Mondays; Easy to monitor ; No files attached!;

Opt-in ; Opt-out;

Database segmentation – different approach to different groups made easier ;

From & Subject fields ;

Bulk – Tuesdays till Thursdays ;

Don’t mail on Mondays;

Easy to monitor ;

No files attached!;

Useful links Glossary USPS Elements of Branding Koch Group E-mail Marketing Reports

Glossary

USPS

Elements of Branding

Koch Group

E-mail Marketing Reports

For further contacts : Hristo Radichev [email_address] KonxOmpax.wordpress.com Phone : +359 899 898 595

Hristo Radichev

[email_address]

KonxOmpax.wordpress.com

Phone : +359 899 898 595

Source of almost all pictures: GfK database