Content Boosts Direct Mail Success

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How to use Content to get direct mail opened, read, and the offer acted upon.

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Content Boosts Direct Mail Success

  1. 1. Content Marketing Secrets for DIRECT MAIL SUCCESS1
  2. 2. Content is the New Black• “Content is King” – even for OFFLINE marketing efforts• Maximize the value of your Content: Use it to get your direct mail OPENED and “READ” and make attractive OFFERS © Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved.2
  3. 3. DIRECT MAIL CREATIVE Challenge #1• GETTING IT OPENED• 44% of mail is never opened – % has stayed consistent for about last 20 years• How much time are you spending thinking of new ways to get your envelope opened?© Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved. 3
  4. 4. Use Your CONTENT to Get Mail Opened• Use most relevant topics.• Find them: your web analytics, popular blog posts, popular tweets, content that is shared, updates with comments, e-newsletter articles with clicks.• Remember: “You are not your audience. NEVER assume. TEST.” © Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved.4
  5. 5. PotentialEnvelopeHeadlines:What are theTop 3 BreakfastSpots in SanDiego?San Diego’s 10Great UnknownBreakfast Spots 5
  6. 6. More Headline Ideas Based on Content10 BestRestaurants?3 AccreditedSommeliers?6
  7. 7. Remember This Highly SuccessfulPackage? – Totally Based on CONTENT7
  8. 8. No Headline? This is the FRONT!(USPS delivers mail with address face up)8
  9. 9. Don’t Hide the Sell on the “Back”9
  10. 10. CREATIVE Challenge #2:Getting it “Read”1. Intriguing Headline and “Lead” Paragraph2. Tell me something I didn’t know3. SPECIFICS SELL, prove VALUE4. Scan-able: use SUBHEADS5. Every word there for a reason6. “YOU”-focused: talk TO your audienceEnd result should be: “I NEED to have this. NOW.”© Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved. 10
  11. 11. CREATIVE:Getting it Read: APPEALS• Content Illustration • Bonus• Subscriber Benefits • Fantasy• Identification • Exclusive Invitation• Secret • Testimonial• Story • Question • Problem/SolutionBased on Winning Direct ResponseAdvertising by Joan Throckmorton11
  12. 12. “Content Illustration “12
  13. 13. “Identification”• Offer at top• Identification Headline• Bullets = Scan-able• Subhead pitches Offer 13
  14. 14. Is this the Key Appeal for Public TV?Is it “independent voice” – or CONTENT?14
  15. 15. RENEWALS1. Track topicsclicked inenewsletter bysubscriber2. Drive RenewalAppeal by Clickednewsletter topics:What was ofinterest to THISsubscriber? 15
  16. 16. RemindSubscribers ofCONTENT:- Subscribers may not recall every great article/show you produced- Remind of unique features- Talk about most popular articles or shows 16
  17. 17. “Exclusive Invitation “:The Economist“May I send you 3 FREE ISSUES of what may be themost influential (as well as selectively distributed)newsweekly in the world?Every Monday morning, a rather unusual publicationarrives at the desks of a select circle of individuals inpositions of power and influence.The readers of this discreetly (one is almost tempted tosay reluctantly) publicized newsweekly includepresidents (of countries, banks, universities and Fortune500 companies) . . .” 17
  18. 18. “Fantasy”: Martha Stewart Living “ . . . As I grew up, my dream picture came into focus. I saw a table draped in damask, with old roses in an antique vase and candles flickering over an elegant array of sparkling silver, crystal goblets and glimmering china . . .”18
  19. 19. Lazy copywritingdelivers weak “fun”appeal:“You’ll never knowjust how much funyou missed . . .”Is this why readerspay money for GolfDigest – really? 19
  20. 20. OFFER: Is it Irresistible? Farther from product = Related to product =lower quality subscribers high quality subscribers• Gift Offer • CONTENT Offer – High response – Good response from right audience – Higher cancellation – Lower cancellation – Lower renewal – Higher renewal © Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved. 20
  21. 21. CONTENT OFFERS• From Organic Gardening: Best Gardening Ideas I Know Organic Gardening Harvest Book• From Business Week: Executive Portfolio of 13 special reports• From a City Magazine: Get the last restaurant survey as a bonus? © Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved.21
  22. 22. From San Diego Business Journal:Subscribe @ $99– get Lists as PDF22
  23. 23. Past Content as Offer23
  24. 24. AMA Membership Offer: Content?24
  25. 25. But when you go to the URL:Where’s the Sample Toolkit?25
  26. 26. None of this is clickable?Where’s the sample toolkit?26
  27. 27. Content Marketing Secrets for Direct Mail Success SUMMARY . . .• Spend more time on your envelope headline• Spend more time on your letter appeal• Craft an Irresistible offer – by repackaging your CONTENT© Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved. 27
  28. 28. Thank You!www.ResponseFX.comLatest Response Stats by Medium:FOLLOW: @ResponseCoachLIKE: Facebook.com/ResponseCoach“How to”:BLOG: ResponseBlog.ResponseFX.com© Copyright 2012 Strategic Marketing and Advertising, Inc. All Rights Reserved. 28

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