Direct Mail Tips

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How to set your direct mail campaigns in a proper way?

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Direct Mail Tips

  1. 1. DIRECT MAIL TIPS Hristo Radichev in Marketing Communications
  2. 2. <ul><li>Direct Mail </li></ul><ul><li>E-mail Campaigns </li></ul>Today we will talk about :
  3. 3. Direct Mail Part I:
  4. 4. „ 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 ?
  5. 5. ... 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
  6. 6. <ul><li>To buy or to gather ? </li></ul><ul><li>When and how it is gathered ? </li></ul><ul><li>What information gives us ? </li></ul><ul><li>Checking , standardizing , augmenting ... </li></ul><ul><li>Constant renewal ! </li></ul>Database LIST HYGIENE! ASK YOURSELF:
  7. 7. <ul><li>Preliminary </li></ul><ul><li>More criteria, clearly defined </li></ul><ul><li>Aiming </li></ul>Targeting
  8. 8. Envelop , paper , format <ul><li>Colors </li></ul><ul><li>Quality </li></ul><ul><li>Business reply envelope </li></ul><ul><li>Make it easy, but engage </li></ul><ul><li>Curiosity </li></ul>
  9. 9. Envelop , paper , format <ul><li>Colors </li></ul><ul><li>Quality </li></ul><ul><li>Business reply envelope </li></ul><ul><li>Make it easy, but engage </li></ul><ul><li>Curiosity </li></ul>
  10. 10. Contents <ul><li>Personalize </li></ul><ul><li>Urgent ! ( add deadlines to reply ) </li></ul><ul><li>Provide enough information </li></ul><ul><li>Incentives </li></ul><ul><li>Many reasons to buy this product </li></ul><ul><li>Guarantee, promise (keep them!) </li></ul><ul><li>Sender ( name, position, signature ) </li></ul>
  11. 11. Frequency <ul><li>Regularity </li></ul><ul><li>Follow up’s </li></ul><ul><li>New and old customers </li></ul><ul><li>Customer’s short memory </li></ul><ul><li>Competition </li></ul>
  12. 12. What next ? <ul><li>Orders processing </li></ul><ul><li>Working with suppliers </li></ul><ul><li>Quality control </li></ul><ul><li>Analysis </li></ul><ul><li>MEASURE & COMPARE ! </li></ul><ul><li>TEST EVERYTHING before you start it </li></ul>
  13. 13. E-mail Campaigns Part II:
  14. 14. The new environment <ul><li>EVERYTHING is FASTER online </li></ul><ul><li>If you don’t use Internet for DM, you’re crazy. </li></ul><ul><li>Web 2.0 ; </li></ul><ul><li>Google </li></ul><ul><li>Browsers </li></ul><ul><li>SEO, SEM </li></ul><ul><li>MySpace, WordPress </li></ul><ul><li>Flickr, Picasa </li></ul><ul><li>RSS </li></ul><ul><li>YouTube </li></ul><ul><li>SPAM </li></ul>
  15. 15. What ? E-mail Marketing : Direct marketing that uses e-mail to communicate with customers <ul><li>Customer Relationship Management </li></ul><ul><li>Online catalogue </li></ul><ul><li>Newsletter </li></ul><ul><li>Targeting </li></ul>400 $ mln ... spent by US companies for e-mail marketing in 2006
  16. 16. E-mail campaigns <ul><li>Faster: </li></ul><ul><li>You need few hours to set a campaign . </li></ul><ul><li>Cheaper: </li></ul><ul><li>An e-mail is about 70 times cheaper than the paper . </li></ul><ul><li>But still hard : </li></ul><ul><li>SPAM filters, virtual , boredom , easy to delete . </li></ul><ul><li>Easier: </li></ul><ul><li>Customer can reply immediately . </li></ul>
  17. 17. How to gather more e-mails ? <ul><li>Website registration forms ; </li></ul><ul><li>e-Newsletters ; </li></ul><ul><li>Flyers referring to a website ; </li></ul><ul><li>Online games ; </li></ul><ul><li>Databases; </li></ul><ul><li>etc. </li></ul>
  18. 18. What is specific in e-mail campaigns? <ul><li>Opt-in ; Opt-out; </li></ul><ul><li>Database segmentation – different approach to different groups made easier ; </li></ul><ul><li>From & Subject fields ; </li></ul>64% ... of all customers quote the “From” field to be the most important factor influencing them to open e-mails . DoubleClick <ul><li>Bulk – Tuesdays till Thursdays ; </li></ul><ul><li>Don’t mail on Mondays; </li></ul><ul><li>Easy to monitor ; </li></ul><ul><li>No files attached!; </li></ul>
  19. 19. Useful links <ul><li>Glossary </li></ul><ul><li>USPS </li></ul><ul><li>Elements of Branding </li></ul><ul><li>Koch Group </li></ul><ul><li>E-mail Marketing Reports </li></ul>
  20. 20. For further contacts : <ul><li>Hristo Radichev </li></ul><ul><li>[email_address] </li></ul><ul><li>KonxOmpax.wordpress.com </li></ul><ul><li>Phone : +359 899 898 595 </li></ul>
  21. 21. Source of almost all pictures: GfK database

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