[WMD2016] Asend Direct >> Adelyn Zhou"Direct Mail 2.0 – Get ahead of the next big growth channel"

Direct mail: The time-tested
way to win new customers
Adelyn Zhou
@adelynzhou

Adelyn Zhou | @adelynzhou | www.asenddirect.com | 2
1. Why direct mail?
2. Direct mail overview
3. The List
4. The Offer
5. The Creative
6. Testing and optimizations
Agenda

Why direct mail?

How I
became a
direct mail
expert
● Saw Google CPCs grow to exorbitant rates
● Watched “fans” become worthless on
Facebook
● Tested endless display ads that never
delivered…
Finally stumbled upon direct mail, one of the
oldest marketing channel, and it worked.

You’ve
probably
seen pieces
like these...

... or these...

...or even
these shared
mailers in
your mail

Direct mail
works!
Here are
the facts:
● 70% of consumers say they open most of
their mail, including what they label “junk”.
● 65% of consumers of all ages have made a
purchase as a result of direct mail.
● 1.0% response rate with a new prospect list,
3.7% response rate with an in-house list.
Source: Direct Mail Association

Brands send mail because direct mail converts
Response rate by direct media channel
Source: April 2015 DMA report based on survey of 485 industry respondents. Figures for house lists.

What makes
direct mail
unique?
1. Leverage geographic targeting
2. Tap unreachable segments
3. Lower cost of acquisition
4. Diversify acquisition channels

1. B2C
2. B2B
3. Startups
4. Large companies
Who does
direct mail
work for?

Direct mail overview

What are the
basics of
direct mail?
There are 3 components of direct mail:
1. The list
2. The offer
3. The creative
And then there is the USPS, where
knowledge of the details can save you
big money on postage.

The List

There are two types of lists:
1. House Lists: Existing
customers or leads that you
have - and “free”
2. Rental Lists. Purchased or
rented lists of demographic or
selected targets.
Lists are your
prospective
customers

Popular
demographic
selects
Geography Marital statusEducation
Income Language

● New movers
● Just married
● Newly single
● New Businesses
● New baby
● Attending college
● College graduates
● And many more...
Common
triggered life
stages

The Offer

● What is an Offer?
● Why have an Offer?
● What makes a great Offer?
● Valuable
● Tangible
● Unique
● Related to the company
● Clear
Offers are
critical to
compelling
action

Endless offer
possibilities
● Free trial
● Free gift
● Extra service
● Whitepapers
● ROI calculators
● Case studies
● Webinar
● Free shipping
● Tickets
● Free consultation
● Dollar discount
● % off discount
● Buy one, get one free
● Guarantee
● Sweepstakes
● Survey Results
● Contest
● Free sample

Premium for
responding:
FREE Thermos

Premium for
responding:
$200 Gift Card

Premium for
responding:
FREE
Card Reader

Premium for
responding:
FREE
Information Kit

The Creative

Postcards
A few main
creative
formats
Letter Pack
Self Mailers
Shared mail insert

I have tested
all of them:
Postcard

I have tested
all of them:
Selfmailer

I have tested
all of them:
Letter packs

I have tested
all of them:
Shared Mailer

Testing and optimizations

1. Targeted demographic lists
2. Real postage stamps
3. Hyper personalization
4. Handwriting
5. Promo code and expiration date
6. Format and layout
I’ve tested
everything,
these moved
the needle

Example of
test results:
Targeted
audiences

Example of
test results:
Postage
Types

Example of
test results:
Personalization

Example of
test results:
Handwritten

Example of
test results:
Promo code
and expiration

Example of
test results:
Format and
Layout

50+
AB Tests
450%
Conversion rate
improvement
Testing as
you would
any other
channel

Key Takeaways

● Direct mail can be a very effective
acquisition channel if optimized
● Offer: Clear and compelling offer
● Creative: Personalize, test formats
and add time bound expirations
● Recipient: Demographic analysis to
identify best converters
● USPS: Work with an expert who can
help you optimize mailing costs
● Test, test and test: Constant AB
testing of creative, lists and offers to
get best results
Key
takeaways

Thank you
Adelyn Zhou
E: adelyn@asenddirect.com
T: @adelynzhou
W: asenddirect.com

[WMD2016] Asend Direct >> Adelyn Zhou"Direct Mail 2.0 – Get ahead of the next big growth channel"

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[WMD2016] Asend Direct >> Adelyn Zhou"Direct Mail 2.0 – Get ahead of the next big growth channel"