2. Agenda
Direct mail myths and realities
Why you should be using direct mail
11 Best Practices
Key takeaways and audience questions
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
3. Direct Mail Myth:
“Direct mail doesn’t work
for our business”
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Myths and Realities
4. Direct Mail Reality:
Direct mail works for a variety
of business types!
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Myths and Realities
10. In Fact…
I would challenge you to
name an industry that I
couldn’t find direct mail being
used successfully!
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Myths and Realities
11. Why use direct mail?
1. Get new customers
2. Reactivate old customers
3. Upsell, resell, cross-sell
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
12. It’s Personal
Address customers by name
Speak to them individually
Appeal to their unique interests
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
14. Why use direct mail?
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
15. It’s Flexible
Wide variety of inexpensive
and creative formats
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
17. It’s Targeted
By location
By income
By interests
By what they’ve previously purchased
http://fun-factory-store.net/blog/
Why use direct mail?
18. Why use direct mail?
It’s Tangible
Allows you to physically
place your message in
customers’ hands
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
20. It’s Cost Effective
“Even though direct mail seems old school, it’s really sexy
for the marketer, the reason being that there’s less clutter.
So you get more effective impressions.”
– Dave Scott, CEO of online lead list generator Marketfish
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
22. People Like It
60% of people prefer direct mail to
other media and have an
‘emotional connection’ to it.
-Source: Epsilon Targeting
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
23. Easier to Stand Out
from Competition
Not lost in flood of email
Signals professionalism
Direct mail sticks around
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why use direct mail?
25. 1. Create a marketing
calendar
Plan in advance
Tie promotions to seasons/events
Mail most during best times of year
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
26. 2. Get a good list
Build your own over time
Use a list broker
Test small segments, then scale up
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
27. 3. Split-test multiple
formats/copy/offers/images
Every mail is an opportunity to test
Creates constant improvement
Test formats, headlines, offers
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
28. 4. Personalize
PURLs
Hand-written envelopes
Live stamps
Variable printing
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
29. 5. Be Creative
#1 objective is to get mail opened!
“Lumpy” mail
Creative envelopes and boxes
Stand out from the crowd!
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
30. 6. Follow the rules of
good marketing copy
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
Strong headlines
Clear call-to-action
Scan able text
31. Drive to website with
free offers or
gift cards
7. Drive them to your website
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
32. 8. Blanket the area around
your business with EDDM
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
33. 9. Create ‘Thank You’ campaigns
to lock in new customers
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
Send a thank you
immediately after
purchase
Offer discount for
next purchase
Offer discount
for referrals
34. 10. Create customer reactivation
campaigns
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
Strong offer to get the customer purchasing again!
35. 11. Support your direct mail
campaigns with other channels
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
11 Best practices for using direct mail
Increase direct mail campaigns by up to 20%!
36. Summary
Direct mail WORKS!
It’s cost effective
Allows you to be very creative
Separates you from the pack!
http://fun-factory-store.net/blog/Best-Practices-
For-Building-a-High-Quality-Email-List.html
Why direct mail is the bomb
Strategies for using direct mail effectively to grow
Key takeaways and audience questions
Direct mail myth: “Direct mail doesn’t work for our business”
Reality: Direct mail works for a variety of business types
Restaurants
Spas
Dentists
Automotive
Restaurants
Spas
Dentists
Automotive
Restaurants
Spas
Dentists
Automotive
Restaurants
Spas
Dentists
Automotive
Restaurants
Spas
Dentists
Automotive
Reality: Direct mail works for a variety of business types
Why should THEY CARE? Why use direct mail?
It’s a great way to
Get new customers
Reactivate old customers
Upsell, resell, cross-sell
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s personal
With direct mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s flexible
From letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s flexible
From letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s flexible
From letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s flexible
From letters to postcards to brochures, a wide variety of inexpensive and easy formats are available for your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s targeted
Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But direct mail can focus on a smaller group of prospects who are more likely to respond to your offer, giving you more bang for your buck.
It’s tangible
Direct mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, samples, and coupons.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s targeted
Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But direct mail can focus on a smaller group of prospects who are more likely to respond to your offer, giving you more bang for your buck.
It’s tangible
Direct mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, samples, and coupons.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
It’s relevant
Millennials and other demographics are very receptive to direct mail. In fact, research indicates that direct mail actually optimizes a company’s digital operations by serving as a sort of Pied Piper. A 2011 GI Insight study found that 53 percent of 18- to 24-year-olds had visited a website after receiving a promotional direct mail piece. (source)
Research from the Direct Marketing Association has registered spikes among all consumers in likely response to a broad array of mail formats, including postcards, letter-sized envelopes and catalogs. (source) Direct mail expenditures in 2011 grew to just more than $50 billion, a 4.6-percent increase, according to the DMA. (source)
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
Direct mail is cost effective
You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.
Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)
“Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
Direct mail is cost effective
You don’t have to be a direct mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking mailpiece.
Catalog stat: when select media were measured according to cost per order/lead, catalogs (at $47.61 per order/lead) proved to be more cost effective than either email ($53.85) or paid search ($99.47). (source)
“Even though direct mail seems old school, it’s really sexy for the marketer, the reason being that there’s less clutter. So you get more effective impressions.” – Dave Scott, CEO of online lead list generator Marketfish (source)
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
People like it
People actually prefer direct mail to other media. According to a study by the marketing services firm Epsilon Targeting, 50 percent of U.S. consumers prefer direct mail to email, and 60 percent said they enjoy checking their physical mailboxes, underscoring what the study calls our “emotional connection” to postal mail.
What makes direct mail so great for getting new customers, reactivating old customers, and upselling, reselling and cross-selling?
Easier to stand out from competition
Few businesses are taking the time to send direct mail
When hordes of other businesses are shooting off emails (which are all too easy to delete), you stand out from the crowd by sending a nicely-presented mail package
Signals professionalism
Shows respect for buyer
Sticks around
Prospects can keep your information on file. “I recently got a $1,000 assignment from an exec who kept my information kit on file for over two years. It’s difficult for your potential clients to dig through (or even remember) old e-mails, and often a lot easier to pull a paper packet out of a file.”
Create a marketing calendar
Plan ahead
Tie to holidays, special events, etc.
Get a good list
Build it / buy it
Resources
Split-test multiple formats/copy/offers/images
Personalize
Live stamps – a normal stamp as opposed to meter postage or postage imprints
Handwritten envelopes
Journal of Direct Marketing: 72 percent of recipients will open a handwritten envelope
PURLs
Be creative
“Lumpy mail”
What’s lumpy mail?
Oversize postcards
Be creative
FedEx
Con: Expensive
Pro: No one can ignore a FedEx envelope
Drive them to your website
Deliver free download, etc.
Capture their opt-in
Have them watch a sales video
Blanket an area near your business
Use EDDM for local low cost
EDDM helps you easily map out a target area, select a delivery route and mailing drop off date, and pay online—and you can create your mailings up to 30 days before you plan to mail them
Create “thank you” campaigns to lock in new customers [cross-sell / upsell / resell / referral]
Try to create the “habit” of buying from you versus competition
Send a thank you immediately after purchase (example)
Offer discount for next purchase
Offer discounts for referring others
Create customer reactivation campaigns [resell]
For customers that you haven’t seen in a while
Send them a “We miss you!” campaign (example)
Strong offer to get them purchasing again (example)
Support your direct mail campaigns with other channels (e.g. social media)
A study conducted by Brand Science found that combining direct mail with other marketing activities increases campaign payback by up to 20 percent
Mailers can drive targets to a personalized URL (PURL) where they can see customized information and fill out a profile.
Mail and mobile can be paired to build a loyalty club.
Social networking followers can be invited to join your mailing list to receive a free product sample or discount.
Why direct mail is the bomb
Strategies for using direct mail effectively to grow
Key takeaways and audience questions