Direct Mail Fundamentals
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This document provides an overview of direct mail advertising and marketing. It discusses that direct mail is a profitable channel that allows for targeted messaging and measurable responses. Some key aspects that are critical for an effective direct mail campaign include developing a clear plan, using the right mailing lists, testing offers and creative elements, and focusing on the prospective customer's needs rather than just the product. Regular testing is important to optimize direct mail campaigns and maximize return on investment.
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Direct Mail Fundamentals
- 2. Sep 28, 2011 DM Crash Course Direct Mail Advertising in Less than 60 minutes! presented by Alan Rosenspan And Keith Goodman
- 14. 40% THE LIST
- 17. Take your best customers.. Then find more that look just like them! THE KEY TO PROSPECTING
- 19. IDENTIFY PROSPECTS WITH MODELING
- 28. 1. Do One Thing Different Most direct mail is ordinary, dull, and looks like every other piece of direct mail. Do you want to blend in with everybody else, or do you want to stand out?
- 32. The “Bed of Nails” Approach
- 34. 3. Add Value 1. If your direct mail package has no added value in it – then I’m probably going to ignore it 2. If the only time I ever hear from your company is when you want to sell me something… … then I’m not sure I want to hear from your company
- 37. Turn your direct mail package into a Fortune Cookie Make it something that people will be happy and excited to open
- 43. 4. Add Credibility Many other forms of advertising have a “halo” of credibility Magazine ads in Time magazine. Banner ads on websites. “As seen on TV” adds credibility Direct mail arrives naked at the door – buried in a pile of (mostly) unimportant, untargeted, unsolicited “junk”
- 50. 5. Focus on your Prospect Most direct mail focuses on a product or a company. The most effective direct mail focuses on a person.
- 54. 6. Improve Your Offer The fastest way to improve response is to improve your offer. Make it “an offer they can’t refuse…”
- 61. 7. Always Be Testing Some companies do direct mail as part of their marketing mix. Some companies live and die by direct mail - Non-profits - Catalogs - Credit cards These companies always do extensive, continuous, comprehensive testing…
- 66. ARE YOU MAKING MONEY?
- 67. THANK YOU FOR LISTENING Keith Goodman VP, Corporate Solutions Modern Postcard Phone: 800-959-8365 ext. 2059 Cell: 303-517-3119 Email: keithg@modernpostcard.com Alan Rosenspan President Alan Rosenspan and Associates Phone: 781-784-8283 Email: arosenspan@aol.com
Editor's Notes
- I like to look at it in this way. Suppose I drove a bus full of people up to your place of business and I told you that I would let the people come into your place of business and they would become typical customers. Whatever your typical customer is, these people would be just like them. If your typical customer comes in once a month and spends $100, for example, that’s what these people will do. But there is one catch… you will have to pay me so much for each of them. So that is my question to you. Think about your business and tell me how much you will pay me for a typical customer? (Walk around the room and look for responses. Typically you will get just a few and most people will not raise their hands. When you get a reply, ask the person what business they are in and what they will pay. When you get a couple of answers, proceed in this fashion:) So, you could pay me, say $50. Then if you went in the mail for $500 per thousand you would need to get 10 customers to break even, right? So you need a 1 % response. Now most of you haven’t answered. You don’t know what a customer is worth.