Direct Mail Ucla Spring 2010 Week 3
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  • 1. Direct Mail Marketing• 81% of Americans read newspapers• 96% of Americans own telephones.• 98% of Americans have televisions.• But Everybody has a mail box! copyright David Novak 2004 @ 2008 1
  • 2. Direct Mail Objectives• Encouraging interest in new products or services.• Generating Sales and orders.• Helping build store traffic.• Generating new leads.• Bringing news of a special private sale to valued customers.• Maintaining relationships by staying in touch with customers.• Enhancing results from other forms of advertising.• Building brand recognition.• Prospecting for new customers. copyright David Novak 2004 @ 2008 2
  • 3. Strengths of Direct Mail Marketing• Personal.• Pinpoints Your audience.• Control Timing. copyright David Novak 2004 @ 2008 3
  • 4. 4 Primary Components of Direct Mail Marketing.• The List.• The Offer.• The Delivery Method.• The Creative Aspect. copyright David Novak 2004 @ 2008 4
  • 5. Direct Mail Marketing The List• Direct Mail Question. Are you looking for a 35-49 year-old vegetarian who is a professional, has an income of $50,000+, drives a reconditioned 1951 Desoto, takes three vacations a year and collects I Love Lucy memorabilia? No Problem copyright David Novak 2004 @ 2008 5
  • 6. Direct Mail Database Information List Information • Important Information • Name • Address including zip code • Telephone Number • E-mail address • Length of Residence • Age • Gender • Marital Status • Family Data • Education • Income • Occupation • Unique identifier (Are you a fresh water fisherman?) • Transaction history (Have they purchased before and from whom?) • Inquiring history (Have they requested information?) copyright David Novak 2004 @ 2008 6
  • 7. Direct Mail List Sources• Purchased Lists• Rented Lists List Brokers Trade or business publications. Directories (Library) Government Internet• Compiled from internal information. List of customers Sales Rep. info Inquiries Warranty Cards Stockholders copyright David Novak 2004 @ 2008 7
  • 8. Direct Mail List Maintenance •Keep your list clean and up to date. ▫Periodically mail a “list cleaning mailer with a return to sender notice. copyright David Novak 2004 @ 2008 8
  • 9. Direct Mail Offer• Direct Mail copy should be: Personal Targeted Indicate benefits Indicate features Include a Guarantee Contain a reply device (bounce back card) copyright David Novak 2004 @ 2008 9
  • 10. Direct Mail Bounce Back Card• One of the best ways to gather information is with a reply device. copyright David Novak 2004 @ 2008 10
  • 11. How much information to include in offer• If you are offering a product (office supplies, machines, books, etc). Give the whole story about the product.• If you are offering free literature which the reader must have in order to make a buying decision, describe the highlights of what the reader will find in the brochure. Include highlights on front of brochure.• If the idea or product is unique or new, you need to educate the reader as to the products benefits and unique qualities. copyright David Novak 2004 @ 2008 11
  • 12. Direct Mail Copy Offer• The offer is a combination of price, guarantee, time limit, free gift or service.• Free samples, especially good when the product can sell itself.• “Free trial for 30 days. Return if not satisfied.”• Time limit, “We must hear from you by”…• Satisfaction guaranteed.• Discount for cash, volume purchases.• Flexible payment terms, cash, check or charge.• Conditional sale, if he likes it, he will sign-up for a long- term subscription or he can return for full refund.• Free gift if you order, or 2 gift offer. Get one gift if you respond to mailer and another gift if you order. copyright David Novak 2004 @ 2008 12
  • 13. Direct Mail Delivery Method#10 EnvelopesSpecial EnvelopesColoredSpecial SizeSpecial ShapeSpecial Design copyright David Novak 2004 @ 2008 13
  • 14. Direct Mail Delivery Method• Clear Plastic Box or Bag• Tube• Free Standing Insert• Ad Specialty (Imprinted Promotional Item) copyright David Novak 2004 @ 2008 14
  • 15. The Creative Aspect Copywriting and other tips for creatingsuccessful Direct Mail Media.FREE is the most powerful word in the English language.Use FREE instead of " Complimentary” or “at no additional cost to you”.Use the word “YOU” more often than “I” or “we”.Try to include a “P.S.” whenever you can, letters in particular. 30% of people who take the time to read your direct mail will look at the P.S. almost immediately.Make a list of all the features, benefits and reasons to buy the product.Personalize for each audience you mail. copyright David Novak 2004 @ 2008 15
  • 16. Copywriting and other tips for creatingsuccessful Direct Mail Media continued. Summarize your offer on the order form. Not everyone will take advantage of your offer when they receive it, but they may keep the order form for a later order. Frequently this is the only part of the literature retained. Always include a GUARANTEE in your letter, mailer, brochure or order form. Use TESTIMONIALS to overcome buying objections. You must hook your reader in the first 5 seconds. The average reader scans a direct mail piece for 5 seconds. Get right to the point in the headline. You can make your offer the first thing in the mailer or last thing or both. copyright David Novak 2004 @ 2008 16
  • 17. How long should a direct mailletter be?1. A letter is too short when it does not give the customer enough information to be persuaded to act.2. A letter is to long when it appears to go on and on.3. Statistically, long letters pull better results, but not when they DRAG.4. Write a letter long enough to say what you need to say, and then a call to action. copyright David Novak 2004 @ 2008 17
  • 18. Direct Mail Considerations• Addressing (Personal and Zip + 4)• Package (format, weight, size, and quality)• Postage (bulk, first class, etc)• Frequency• Handling (internal, direct mail house)• Postal Regulations (pre-sorted, etc) copyright David Novak 2004 @ 2008 18
  • 19. TEST!• Test your mailing before you make full roll-out if mailing quantity large.• When testing only change one thing at a time. It is easier to measure results.• NOTE: Average test cell of 5000 pieces results in a 2% response which is very good. (100 responses) copyright David Novak 2004 @ 2008 19
  • 20. Direct Mail Steps• Set measurable goals.• Determine offer.• Determine audience.• Determine delivery. method.• Select list.• Design piece.• Test.• Measure results. copyright David Novak 2004 @ 2008 20