11 Ways
To Use Direct Mail
To Grow Your Business
And Increase Profits
www.losangeleswebstrategies.com
Agenda
• Direct mail myths and realities
• Why you should be using direct mail
• 11 Best Practices
• Key takeaways and aud...
Direct Mail Myth:
Myths and Realities
“Direct mail doesn‟t work
for our business”
www.losangeleswebstrategies.com
Direct Mail Reality:
Myths and Realities
Direct mail works for a
variety of business types!
www.losangeleswebstrategies.com
Myths and Realities
Myths and Realities
Myths and Realities
Myths and Realities
Myths and Realities
In Fact…
Myths and Realities
I would challenge you to
name an industry that I
couldn’t find direct mail
being used success...
Why use direct mail?
Why use direct mail?
1. Get new customers
2. Reactivate old customers
3. Upsell, resell, cross-sell
w...
It’s Personal
Why use direct mail?
• Address customers by name
• Speak to them individually
• Appeal to their unique inter...
It’s Flexible
Why use direct mail?
Wide variety of inexpensive
and creative formats
www.losangeleswebstrategies.com
Why use direct mail?
It’s Flexible
Why use direct mail?
Wide variety of inexpensive
and creative formats
www.losangeleswebstrategies.com
It’s Flexible
Why use direct mail?
Wide variety of inexpensive
and creative formats
www.losangeleswebstrategies.com
It’s Targeted
Why use direct mail?
• By location
• By income
• By interests
• By what they‟ve previously purchased
Why use direct mail?
It’s Tangible
Allows you to physically
place your message in
customers‟ hands
It’s Relevant
Why use direct mail?
It’s Cost Effective
Why use direct mail?
“Even though direct mail seems old school, it‟s really sexy
for the marketer, the...
It’s Cost Effective
Why use direct mail?
Cost per order/lead:
Catalogs: $47.61
Email: $53.85
Paid Search: $99.47
www.losan...
People Like It
Why use direct mail?
60% of people prefer direct mail to
other media and have an
„emotional connection‟ to ...
Easier to Stand Out
from Competition
Why use direct mail?
• Not lost in flood of email
• Signals professionalism
• Direct ...
11 Best Practices
www.losangeleswebstrategies.com
1. Create a marketing
calendar
11 Best practices for using direct mail
• Plan in advance
• Tie promotions to seasons/event...
2. Get a good list
11 Best practices for using direct mail
• Build your own over time
• Use a list broker
• Test small seg...
3. Split-test multiple
formats/copy/offers/images
11 Best practices for using direct mail
• Every mail is an opportunity t...
4. Personalize
11 Best practices for using direct mail
• PURLs
• Hand-written envelopes
• Live stamps
• Variable printing
5. Be Creative
11 Best practices for using direct mail
• #1 objective is to get mail opened!
• “Lumpy” mail
• Creative env...
6. Follow the rules of
good marketing copy
11 Best practices for using direct mail
Strong headlines
Clear call-to-action
S...
Drive to website with
free offers or
gift cards
7. Drive them to your website
11 Best practices for using direct mail
8. Blanket the area around
your business with EDDM
11 Best practices for using direct mail
9. Create ‘Thank You’ campaigns
to lock in new customers
11 Best practices for using direct mail
Send a thank you
immediat...
10. Create customer
reactivation campaigns
11 Best practices for using direct mail
Strong offer to get the customer purcha...
11. Support your direct mail
campaigns with other
channels
11 Best practices for using direct mail
Increase direct mail ca...
Summary
• Direct mail WORKS!
• It‟s cost effective
• Allows you to be very creative
• Separates you from the pack!
www.los...
Questions?
www.losangeleswebstrategies.com
We’d love to help.
• Just get in touch!
www.losangeleswebstrategies.com
(213) 607-9100
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11 Ways To Use Direct Mail To Grow Your Business

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11 Ways
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  • Why direct mail is the bombStrategies for using direct mail effectively to growKey takeaways and audience questions
  • Direct mail myth: “Direct mail doesn’t work for our business”
  • Reality: Direct mail works for a variety of business types
  • RestaurantsSpasDentistsAutomotive
  • RestaurantsSpasDentistsAutomotive
  • RestaurantsSpasDentistsAutomotive
  • RestaurantsSpasDentistsAutomotive
  • RestaurantsSpasDentistsAutomotive
  • Reality: Direct mail works for a variety of business types
  • Why should THEY CARE? Why use direct mail?It’s a great way to Get new customersReactivate old customersUpsell, resell, cross-sell
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s personalWith direct mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s flexibleFrom letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s flexibleFrom letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s flexibleFrom letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s flexibleFrom letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s targetedMass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But direct mail can focus on a smaller group of prospects who are more likely to respond to your offer, giving you more bang for your buck.It’s tangibleDirect mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, samples, and coupons.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s targetedMass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But direct mail can focus on a smaller group of prospects who are more likely to respond to your offer, giving you more bang for your buck.It’s tangibleDirect mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, samples, and coupons.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?It’s relevantMillennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53 percent of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?Direct mail is cost effectiveYou don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece. Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)“Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?Direct mail is cost effectiveYou don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece. Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)“Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?People like itPeople actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50 percent of U.S. consumers prefer direct mail to email, and 60 percent said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.
  • What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?Easier to stand out from competition Few businesses are taking the time to send direct mailWhen hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail packageSignals professionalismShows respect for buyerSticks aroundProspects can keep your information on file. “I recently got a $1,000 assignment from an exec who kept my information kit on file for over two years. It’s difficult for your potential clients to dig through (or even remember) old e-mails, and often a lot easier to pull a paper packet out of a file.”
  • Create a marketing calendarPlan aheadTie to holidays, special events, etc.
  • Get a good listBuild it / buy itResources
  • Split-test multiple formats/copy/offers/images
  • PersonalizeLive stamps – a normal stamp as opposed to meter postage or postage imprintsHandwritten envelopesJournal of Direct Marketing: 72 percent of recipients will open a handwritten envelopePURLs
  • Be creative“Lumpy mail”What’s lumpy mail?Oversize postcards
  • Be creativeFedExCon: ExpensivePro: No one can ignore a FedEx envelope
  • Drive them to your websiteDeliver free download, etc.Capture their opt-inHave them watch a sales video
  • Blanket an area near your businessUse EDDM for local low costEDDM helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail them
  • Create “thank you” campaigns to lock in new customers [cross-sell / upsell / resell / referral]Try to create the “habit” of buying from you versus competitionSend a thank you immediately after purchase (example)Offer discount for next purchase Offer discounts for referring others
  • Create customer reactivation campaigns [resell]For customers that you haven’t seen in a whileSend them a “We miss you!” campaign (example)Strong offer to get them purchasing again (example)
  • Support your direct mail campaigns with other channels (e.g. social media)A study conducted by Brand Science found that combining direct mail with other marketing activities increases campaign payback by up to 20 percentMailers can drive targets to a personalized URL (PURL) where they can see customized information and fill out a profile.Mail and mobile can be paired to build a loyalty club.Social networking followers can be invited to join your mailing list to receive a free product sample or discount.
  • Why direct mail is the bombStrategies for using direct mail effectively to growKey takeaways and audience questions
  • 11 Ways To Use Direct Mail To Grow Your Business

    1. 1. 11 Ways To Use Direct Mail To Grow Your Business And Increase Profits www.losangeleswebstrategies.com
    2. 2. Agenda • Direct mail myths and realities • Why you should be using direct mail • 11 Best Practices • Key takeaways and audience questions www.losangeleswebstrategies.com
    3. 3. Direct Mail Myth: Myths and Realities “Direct mail doesn‟t work for our business” www.losangeleswebstrategies.com
    4. 4. Direct Mail Reality: Myths and Realities Direct mail works for a variety of business types! www.losangeleswebstrategies.com
    5. 5. Myths and Realities
    6. 6. Myths and Realities
    7. 7. Myths and Realities
    8. 8. Myths and Realities
    9. 9. Myths and Realities
    10. 10. In Fact… Myths and Realities I would challenge you to name an industry that I couldn’t find direct mail being used successfully! www.losangeleswebstrategies.com
    11. 11. Why use direct mail? Why use direct mail? 1. Get new customers 2. Reactivate old customers 3. Upsell, resell, cross-sell www.losangeleswebstrategies.com
    12. 12. It’s Personal Why use direct mail? • Address customers by name • Speak to them individually • Appeal to their unique interests www.losangeleswebstrategies.com
    13. 13. It’s Flexible Why use direct mail? Wide variety of inexpensive and creative formats www.losangeleswebstrategies.com
    14. 14. Why use direct mail?
    15. 15. It’s Flexible Why use direct mail? Wide variety of inexpensive and creative formats www.losangeleswebstrategies.com
    16. 16. It’s Flexible Why use direct mail? Wide variety of inexpensive and creative formats www.losangeleswebstrategies.com
    17. 17. It’s Targeted Why use direct mail? • By location • By income • By interests • By what they‟ve previously purchased
    18. 18. Why use direct mail? It’s Tangible Allows you to physically place your message in customers‟ hands
    19. 19. It’s Relevant Why use direct mail?
    20. 20. It’s Cost Effective Why use direct mail? “Even though direct mail seems old school, it‟s really sexy for the marketer, the reason being that there‟s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish www.losangeleswebstrategies.com
    21. 21. It’s Cost Effective Why use direct mail? Cost per order/lead: Catalogs: $47.61 Email: $53.85 Paid Search: $99.47 www.losangeleswebstrategies.com
    22. 22. People Like It Why use direct mail? 60% of people prefer direct mail to other media and have an „emotional connection‟ to it. -Source: Epsilon Targeting www.losangeleswebstrategies.com
    23. 23. Easier to Stand Out from Competition Why use direct mail? • Not lost in flood of email • Signals professionalism • Direct mail sticks around www.losangeleswebstrategies.com
    24. 24. 11 Best Practices www.losangeleswebstrategies.com
    25. 25. 1. Create a marketing calendar 11 Best practices for using direct mail • Plan in advance • Tie promotions to seasons/events • Mail most during best times of year www.losangeleswebstrategies.com
    26. 26. 2. Get a good list 11 Best practices for using direct mail • Build your own over time • Use a list broker • Test small segments, then scale up
    27. 27. 3. Split-test multiple formats/copy/offers/images 11 Best practices for using direct mail • Every mail is an opportunity to test • Creates constant improvement • Test formats, headlines, offers
    28. 28. 4. Personalize 11 Best practices for using direct mail • PURLs • Hand-written envelopes • Live stamps • Variable printing
    29. 29. 5. Be Creative 11 Best practices for using direct mail • #1 objective is to get mail opened! • “Lumpy” mail • Creative envelopes and boxes • Stand out from the crowd!
    30. 30. 6. Follow the rules of good marketing copy 11 Best practices for using direct mail Strong headlines Clear call-to-action Scan able text
    31. 31. Drive to website with free offers or gift cards 7. Drive them to your website 11 Best practices for using direct mail
    32. 32. 8. Blanket the area around your business with EDDM 11 Best practices for using direct mail
    33. 33. 9. Create ‘Thank You’ campaigns to lock in new customers 11 Best practices for using direct mail Send a thank you immediately after purchase Offer discount for next purchase Offer discount for referrals
    34. 34. 10. Create customer reactivation campaigns 11 Best practices for using direct mail Strong offer to get the customer purchasing again!
    35. 35. 11. Support your direct mail campaigns with other channels 11 Best practices for using direct mail Increase direct mail campaigns by up to 20%! www.losangeleswebstrategies.com
    36. 36. Summary • Direct mail WORKS! • It‟s cost effective • Allows you to be very creative • Separates you from the pack! www.losangeleswebstrategies.com
    37. 37. Questions? www.losangeleswebstrategies.com
    38. 38. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

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