Download as PDF, PPTX
Uploaded bymStoner, Inc.
Winning the Mailbox War in Higher Ed
The document discusses the importance of direct mail in higher education marketing, emphasizing that many consumers find physical mail to be more personal and enjoyable than digital communication. It highlights key statistics that show consumer engagement with mail and outlines strategies for effective mail design, such as personalization and tactile qualities. The document suggests that successful direct mail campaigns leverage these elements to capture attention and create memorable experiences.
More Related Content
Similar to Winning the Mailbox War in Higher Ed
Winning the Mailbox War in Higher Ed
- 1. mStoner Winning the Mailbox War: DirectMail for Higher Ed April 2015
- 2. m Takeaways THE STATE OFDIRECT MAIL IS PEOPLE LIKE MAIL. YOUR ENVELOPE IS A MESSAGING VEHICLE.
- 3. m THE STATE OFDIRECT MAIL IS PEOPLE LIKE MAIL.
- 4. m State of theIndustry 70% of Americans say mail is more personal than the internet. (Source)
- 5. m State of theIndustry 55% “look forward” to discovering the mail they receive. (Source)
- 6. m State of theIndustry 56% say receiving mail is a “real pleasure.” (Source)
- 7. m State of theIndustry 72% of consumers bring in their mail–as soon as possible–on the day it is delivered. (Source)
- 8. m State of theIndustry Mail is usually sorted by the head of household. In 90% of cases, s/he determines which items are kept for review. (Source)
- 9. m What is theMail Moment? The Mail Moment defines the highly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers. The Mail Moment provides marketers with the unique opportunity to get their messages noticed and their offers considered. (Source)
- 10. m Student Reactions The sheervolume of college mail creates different emotions.
- 11.
- 12. m Student Reactions Novel Ordinary InformedConfused Am Ibeing recruited by the Ivy League? Why am I getting all of this mail? How did they get my name? I love seeing my name in print! Look at this beautiful campus! I can’t believe the testing companies sell student names. I’m throwing everything away.
- 15. m YOUR ENVELOPE IS AMESSAGING VEHICLE
- 16. m Proximity Scale & color Personalization Messaging TactileQualities ENTRY POINTS
- 17. m Entry Points Entry pointsinto your design attract visitors to the first place you want them to look. “Without an entry point, viewers will have to work harder to find their way into your design. They’ll have to pause and think where to look first and think about what’s truly important on the page. A lack of entry point will increase the cognitive load on visitors.” (Source)
- 18. m Scale & color Whatdid you see?
- 19. m Scale & color Whatdid you see?
- 20.
- 21. m Scale & color 63/4” x 4 1/2”
- 22.
- 23.
- 24. m Personalization (Source) Made possible byvariable data printing Variable data printing enables the mass customization of documents, as opposed to the mass-production of a single document. Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized messages for each customer.
- 25.
- 26.
- 27.
- 28.
- 29. m Person designed byJuan Pablo Bravo from the Noun Project Personalization
- 32.
- 33. m Messaging What’s your offer? Directmarketing is about presenting a value proposition and a call-to-action right away.
- 34.
- 35.
- 36. m Messaging tp://www.commarts.com/SearchOn.aspx?colpg=0&col=1223&inum=400 Worth a test… Mailthe same offer via both a simple envelope and branded envelope.
- 37.
- 38.
- 39.
- 40. m Tactile Qualities Studies showthat as we read, our brains comprehend text by correlating the message with the physical landscape of the tactile piece. When we see a message in print (versus a screen), our brains create a lasting memory response because the message’s landscape is tangible. Physical attributes of the tactile piece, such as thickness, shape, texture, and the material’s surface, folds, and corners, help the brain form a mental map of the message. Create a physical landscape
- 41.
- 42.
- 43. m Tactile Qualities By askingyour reader to imagine something associated with the involvement device, by asking them to fold or pull it, you’re getting them involved and you’re helping them really relate to the benefits of what you’re selling so there’s a much better chance they’ll act upon your message. Involvement Devices
- 44.
- 45.
- 46.
- 47.
- 48. m Tactile Qualities Watch videoat: https://vimeo.com/53373499
- 49. m Takeaways THE STATE OFDIRECT MAIL IS PEOPLE LIKE MAIL. YOUR ENVELOPE IS A MESSAGING VEHICLE.
- 50. mStoner Winning the Mailbox War: DirectMail for Higher Ed April 2015