Direct Mail Ucla Spring 2011


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College lecture for Direct Mail beginners.

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Direct Mail Ucla Spring 2011

  1. 1. Direct Mail and Copy Writing1 Mark Stern – Instructor copyright David Novak 2004 @ 2008
  2. 2. 2  81% of Americans read newspapers  96% of Americans own telephones  98% of Americans have televisions  But Everybody has a mail box…….  Not everybody reads their emails!  “Snail mail vs. Email”- The postman always delivers copyright David Novak 2004 @ 2008
  3. 3. Direct Mail Usage – Still an important advertising medium3 copyright David Novak 2004 @ 2008
  4. 4. Direct Mail Objectives4 • 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
  5. 5. Four Primary Components of Direct Mail Marketing5  The List.  The Offer.  The Delivery Method.  The Creative Aspect. copyright David Novak 2004 @ 2008
  6. 6. Strengths of Direct6 Mail Marketing  Personal  Pinpoints Your audience  Income  Gender  Education  Hobbies  Profession  Control Timing copyright David Novak 2004 @ 2008
  7. 7. Direct Mail Marketing List7  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
  8. 8. Direct Mail Database Information List Information8  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 2004 @ 2008 copyright David Novak information?)
  9. 9. Direct Mail List Sources9  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 SRDS – Standard Rate and Data Services (available at the library) copyright David Novak 2004 @ 2008
  10. 10. Direct Mail List Maintenance10 • Keep your list clean and up to date ▫ Periodically mail a “list cleaning mailer” with a return to sender notice ▫ Confirm with the Direct Mailing List Broker how current the list is ▫ Ask what percentage of names are “dead names” copyright David Novak 2004 @ 2008
  11. 11. Direct Mail Offer11  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
  12. 12. Direct Mail Bounce Back Card12 • One of the best ways to gather information is with a reply device copyright David Novak 2004 @ 2008
  13. 13. How much information to include in the offer13  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
  14. 14. Direct Mail14 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
  15. 15. Direct Mail15 Delivery Method #10 Envelopes Special Envelopes Colored Special Size Special Shape Special Design copyright David Novak 2004 @ 2008
  16. 16. Direct Mail16 Delivery Method  Clear Plastic Box or Bag  Tube  Free Standing Insert  Priority Mail  Express Mail  Federal Express, etc.  Ad Specialty (Imprinted Promotional Item) copyright David Novak 2004 @ 2008
  17. 17. The Creative Aspect17 Copywriting and other tips for creating successful 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”. “NO RISK” attracts attention 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
  18. 18. Copywriting and other tips for creating successful Direct Mail Media continued18 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
  19. 19. How long should a direct mail letter be?19 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
  20. 20. Direct Mail Considerations20  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
  21. 21. TEST Your Direct Mail Campaign!21  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 considered  very good (100 responses) copyright David Novak 2004 @ 2008
  22. 22. Direct Mail Steps• Set measurable goals• Determine offer• Determine audience• Determine delivery method• Select list• Design piece• Test• Measure results copyright David Novak 2004 @ 22 2008
  23. 23. 23 Green Marketing Direct Mail  Consumers are more conscious about the environment  When possible, use recyclable paper  When possible, use water soluble inks copyright David Novak 2004 @ 2008
  24. 24. Green Marketing Resources24  Websites to Help Mailers Sustain the Environment - Green marketing  – the Direct Marketing Association’s green information – the Direct Marketing Associations advertising mail opt-out list – Direct Marketing magazine – Postal Service address quality information – interactive tool that shows the environmental impact of paper choices - Melissa Data solutions for direct mail marketers
  25. 25. Writing Copy25  Where to Start?  4 Elements. 1. Headline (The Head) 2. Body Copy 3. The Offer (Part of the body copy) 4. The Logo (signature which identifies you) Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
  26. 26. Writing Copy26  Headline  What is the benefit?  What solution are you offering?  Body Copy  Avoid using jargon  Be clear and concise  Make sure the message match the need of the customer  The Offer  Make it interesting and  Offer value  The Logo  Tell them who you are Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008S
  27. 27. Writing Copy27  Where should you start?  Where you start makes no difference.  No matter where you start, the headline is very crucial.  The headline and illustrations are the GRABBERS. Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
  28. 28. Writing Copy28  Two things your headline should do. 1. Attract the audience that will actually buy the product or at least influence its purchase. 2. Have carry-over power that will get readers from the headline into the ad itself. Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
  29. 29. Writing Copy29  What’s wrong with this ad? Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
  30. 30. Writing Copy30  The Three ARM factors every ad must have A- Attract Attention R- Retain Interest so the reader will become aware of the overall message M- Motivate the reader to take the action your ad is designed to produce Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
  31. 31. Writing Copy31  Where is the ARM in this ad? Do-it-yourself advertising 2003,copyright tradewind Marketing 2008
  32. 32. Writing Copy32  What Does This Ad Have? Save 25% or more off regular price!  Head Line? Clic Stic Ice with Rubber Grip 7 popular translucent ice colors. ® • • Non-slip rubber grip. • Print in up to 3 colors on barrel and 1 color on clip. • Need this product in 24 hours? Click here. ITEM #CSIG  Body Copy? 300 piece min.  The Offer?  The Logo?32  ARM  Attract Attention?  Retain Interest? No-Charge Services: Motivate? Catalog quantities ship in 5 days*, no screen charges, production artwork, writing ink color changes, imprint color changes, copy changes, drop shipments.  *Excluding Lighters and Shapes Products Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
  33. 33. Writing Copy33  “Some Words to Live By” 1. “Free” 2. “You” 3. “Profitable” 4. “Save” 5. “Service” 6. “Discount” 7. “No Risk Offer” Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008
  34. 34. Writing A Direct Mail Letter34 Ensure the message matches the needs of the target audience  Get to the point  Be Clear and concise  Sell benefits, not features  Keep it personal and conversational  Write so that the letter is understandable  Use white space  Keep it on one page  Create a deadline for your “offer”  Always have a call to action and contact information  Use testimonials when you can  Research shows that a P.S. (postscript) is effective as most people’s eye moves down the page first before they read the letter itself copyright David Novak 2004 @ 2008