Direct Marketing Advantages (#11)


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Direct Marketing Advantages (#11)

  1. 1. 10 Advantages of DM Why you should go for it? Direct Marketing Tips by Mediapost Hit Mail #8
  2. 2. 1. It’s Measurable Hasn’t this always been the most trumpeted virtue of direct marketing? Yes. Now you can track long-term customer behavior and value of a name - one customer at a time. That means you now see the longer term pay-off of any addressable communication. The effects of this can be startling.
  3. 3. Which wine is better? 2. Tests You will know when you test them all. Testing is how you discover what works, or what could work better. The direct marketing allows you to test almost everything, as it gives you permission to be far braver in forecasting. You know. You don’t guess.
  4. 4. 3. Money and information Every customer has two things of value: money and information. If they don’t want to give you the first, ask for the second. When you use direct marketing, market research is already included in the price.
  5. 5. You can use direct marketing not only for selling stuff. You can say “thank you” or “sorry”. You can say “goodbye” or “welcome back”. It’s called relationship. Maybe you even value your customers as human beings, not as wallets on legs. Wonders never cease... 4. Being personal
  6. 6. Maybe you have a target moment. DM lets you target individual timelines, not just collective ones - birthdays as well as Christmas. People who have just bought a house. People whose insurance is up for renewal. People who are getting married - or divorcing. 5. Timeliness People also have a moment in the day - or week, which they reserve for paying bills, answering queries, organizing holidays. Miraculously, your direct marketing effort reaches them at precisely this moment...
  7. 7. 6. Personalization With digital print and e-mailing software, it’s perfectly possible to have as many creative variations in a mailing as there are people reading it. Some companies recently wrote to people showing an aerial photograph of their business or garden. Personalization is strong with its sense of acknowledgement and exclusivity. Use it.
  8. 8. 7. Flexibility Do you want a 30-second (e)mailing or a 30-minute (e)mailing? Space and time constraints of other media don’t apply to direct marketing. Need to show a range, not a single product? Or need to talk about the intricacies of a financial product? No problem - you can be as detailed, precise, expansive, loquacious, articulate or wordy as you want. Or as brief. Shape it as you want, but don’t forget to check if it is working for you.
  9. 9. 8. Cost effectiveness (whether cheap or expensive) The simple door drop is still the least expensive way to reach every household in the country. On the other hand, you can send elaborate mail which looks a million dollars investment and costs a little less. Why? Well, it shows you care. And people talk about it. One US agency routinely produces mailings costing $100 or more per head. The target audience? Bloggers. Mail one person nowadays and a million people may get to hear about it.
  10. 10. 9. Attention People pay attention to the DM. Sure, they chuck some of it away, we don’t deny it. But when for example they open the direct mail envelope, they look at it. You can’t read your post while surfing the web or driving a car. Even if just for a minute, you do gain someone’s undivided attention. And curiosity is extremely powerful tool for direct marketers.
  11. 11. 10. Call for action On a final, serious note, most charities depend on mail for their existence. That’s not because other media can’t do a great job persuading people to save the whale or the planet. It’s because no medium can beat mail for translating soft opinions into hard action.
  12. 12. The End 1. Why Do You Need Your Own Database? 2. How to Build a Database? 3. How to Manage Your Database? 4. How to Segment your Customers? 5. Tests - How to Run and Analyze Them? 6. The Deliverability Problem 7. Personalization 8. Online & SMS Promotions 9. Useful Direct Marketing Tips 10. How to Launch Your CRM Program? 11. The Advantages of Direct Marketing (Summary)
  13. 13. Our contacts: 9 Sveti Sedmochislenitsi Str., Sofia 1421, Bulgaria Phone: (+359) 2 962 86 29 Fax: (+359) 2 962 86 29 Mobile: (+359) 885 360 715 E-mail: Web: The Final Note...
  14. 14. Hello, If you are about to start direct marketing (DM) for your business, what would you do first? Our “Direct Marketing Tips” series is now over. And you can answer this question by starting to build your own database. Did you like our DM series? Is there something else you would like us to share with you? Are you now convinced that DM could be useful for your business? If you need another proof, just contact us and we will convince you? We won’t stop now - next week we will send you a feedback questionnaire because we really need your opinion. Please fill it and let us know what do you think about this set. Meanwhile, do you want to meet us in person to discuss how could you apply direct marketing in your business? Call us NOW at +359 885 360 715 or send us an e-mail at We have a surprising time-limited discount waiting for you, being a valuable subscriber of our DM Tips set. Use it now, because it will expire in two weeks! See you soon! Hristo Radichev Country Manager, Mediapost Hit Mail P.S. Just consider that if you give us a try and your test results are better than ours in 2 out of 3 times, you will get all your money back. Immediately. A good deal, isn’t it? P.P.S. We are Mediapost Hit Mail. We provide high quality DM services. And we guarantee you will get the most relevant results.