E-mail versus direct mail:what differs, what doesn’t -and why         Drayton Bird         October 2011
Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Mark...
“Email Savings Threaten a $196.8 BillionDirect Mail Market”. By 2010, “direct mailwill almost be a hardly-remembered relic...
Three emails with follow-up… Got adivision of DHL their entire year’s target  … In a couple of weeks By understanding h...
E-mail: what counts Sender’s name critical Then the subject line People hate spam more than “junk” Obvious benefits st...
E-mail what works First names lift response Second names don’t Follow-ups can get almost as many  responses as first em...
EADIM Landing Page 6,922 words Plus 12 videos
Don’t use it in isolation
Email follow up
That campaign used   8 page letter   Email follow-up   Follow-up 8 page letter   Landing page   Video demonstration ...
More examples
Put in Insert from Marta
Three secret weapons1. Honesty2. Charm3. Surprise
101 helpful marketing ideas,free• Each takes a couple of minutes to read• You get one every few days• Marketers all over t...
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
Copywriting online and offline by Drayton Bird from Email Marketing Day
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Copywriting online and offline by Drayton Bird from Email Marketing Day

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Drayton Bird presented the topic of copywriting, email versus direct mail at the Email Marketing Day at Your Desk organized by Markedu.

You can learn more about Drayton Bird and EADIM at http://www.eadim.com and about Markedu at http://www.markedu.com

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Copywriting online and offline by Drayton Bird from Email Marketing Day

  1. 1. E-mail versus direct mail:what differs, what doesn’t -and why Drayton Bird October 2011
  2. 2. Presentationfrom Markedu’sEmail MarketingDay @Your DeskGet Markedu’s Event Alert to be notified about» the free Email Marketing Day @Your Desk» the free Social Media Marketing Day @Your Desk» the free Direct Marketing Day @Your Desk» See webinars here
  3. 3. “Email Savings Threaten a $196.8 BillionDirect Mail Market”. By 2010, “direct mailwill almost be a hardly-remembered relic”. Gartner, 2002
  4. 4. Three emails with follow-up… Got adivision of DHL their entire year’s target … In a couple of weeks By understanding how the poor despatch manager feels – Ignored by everyone till things go wrong
  5. 5. E-mail: what counts Sender’s name critical Then the subject line People hate spam more than “junk” Obvious benefits stopped by filters and jaded recipients - unless they know you Quirky lines often do best Text-look beats fancy html
  6. 6. E-mail what works First names lift response Second names don’t Follow-ups can get almost as many responses as first email Keep emailing till it doesnt pay Short e-mails leading to long landing pages pay Short videos work like a dream
  7. 7. EADIM Landing Page 6,922 words Plus 12 videos
  8. 8. Don’t use it in isolation
  9. 9. Email follow up
  10. 10. That campaign used 8 page letter Email follow-up Follow-up 8 page letter Landing page Video demonstration Phone follow-up Personal selling
  11. 11. More examples
  12. 12. Put in Insert from Marta
  13. 13. Three secret weapons1. Honesty2. Charm3. Surprise
  14. 14. 101 helpful marketing ideas,free• Each takes a couple of minutes to read• You get one every few days• Marketers all over the world read them ...• Including a few multi-millionaires• Go to www.draytonbirdcommonsense.com• Why not make a note of that?

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