Direct Mail Ucla Spring 2011

Direct Mail and Copy Writing
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Mark Stern – Instructor
mhstern45@gmail.com

copyright David Novak 2004 @ 2008

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 81% of Americans read newspapers
 96% of Americans own telephones
 98% of Americans have televisions

 But Everybody has a mail box…….
 Not everybody reads their emails!
 “Snail mail vs. Email”- The postman always
delivers


Direct Mail Usage –
Still an important advertising medium
3


Direct Mail Objectives
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• Encouraging interest in new products or services.
• Generating Sales and orders.
• Helping build store traffic.
• Generating new leads.
• Bringing news of a special private sale to valued customers.
• Maintaining relationships by staying in touch with customers.

• Enhancing results from other forms of advertising.
• Building brand recognition.
• Prospecting for new customers.


Four Primary Components
of Direct Mail Marketing
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 The List.

 The Offer.

 The Delivery Method.

 The Creative Aspect.

Strengths of Direct
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Mail Marketing
 Personal
 Pinpoints Your audience
 Income
 Gender
 Education
 Hobbies
 Profession
 Control Timing

Direct Mail Marketing
List
7

 Direct Mail Question

Are you looking for a 35-49 year-old vegetarian
who is a professional, has an income of
$50,000+, drives a reconditioned 1951
Desoto, takes three vacations a year and collects
I Love Lucy memorabilia?

No Problem……

Direct Mail Database Information
List Information
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 Important Information
 Name
 Address including zip code
 Telephone Number
 E-mail address

 Length of Residence
 Age / Gender / Marital Status
 Family Data
 Education
 Income
 Occupation
 Unique identifier (Are you a fresh water fisherman?)
 Transaction history (Have they purchased before and from whom?)
 Inquiring history (Have they requested 2004 @ 2008
copyright David Novak information?)

Direct Mail List Sources
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 Purchased Lists
 Rented Lists
List Brokers
Trade or business publications.
Directories (Library)
Government
Internet
 Compiled from internal information.
List of customers
Sales Rep. info
Inquiries
Warranty Cards Stockholders
SRDS – Standard Rate and Data Services (available at the library)


Direct Mail List Maintenance
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• Keep your list clean and up to date
▫ Periodically mail a “list cleaning mailer”
with a return to sender notice
▫ Confirm with the Direct Mailing List
Broker how current the list is
▫ Ask what percentage of names are
“dead names”


Direct Mail Offer
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 Direct Mail copy should be:

Personal
Targeted
Indicate benefits
Indicate features
Include a Guarantee
Contain a reply device
(bounce back card)

Direct Mail
Bounce Back Card
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• One of the best
ways to gather
information is with a
reply device


How much information
to include in the offer
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 If you are offering a product (office
supplies, machines, books, etc) give the whole
story about the product
 If you are offering free literature which the reader
must have in order to make a buying
decision, describe the highlights of what the
reader will find in the brochure. Include highlights
on front of brochure.
 If the idea or product is unique or new, you need
to educate the reader as to the products benefits
and unique qualities.

Direct Mail
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Copy Offer
 The offer is a combination of price, guarantee, time
limit, free gift or service

 Free samples, especially good when the product can sell
itself.
 “Free trial for 30 days. Return if not satisfied.”
 Time limit, “We must hear from you by”…
 Satisfaction guaranteed.
 Discount for cash, volume purchases.
 Flexible payment terms, cash, check or charge.
 Conditional sale, if he likes it, he will sign-up for a long-
term subscription or he can return for full refund.
 Free gift if you order, or 2 gift offer. Get one gift if you
respond to mailer and another gift if you order.

Direct Mail
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Delivery Method

#10 Envelopes
Special Envelopes
Colored
Special Size
Special Shape
Special Design


Direct Mail
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Delivery Method
 Clear Plastic Box or Bag
 Tube

 Free Standing Insert

 Priority Mail

 Express Mail

 Federal Express, etc.

 Ad Specialty

(Imprinted Promotional Item)

The Creative Aspect
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Copywriting and other tips for creating
successful Direct Mail Media

FREE is the most powerful word in the English language.
Use FREE instead of " Complimentary” or “at no additional cost to you”.
“NO RISK” attracts attention
Use the word “YOU” more often than “I” or “we”.
Try to include a “P.S.” whenever you can, letters in particular. 30% of people
who take the time to read your direct mail will look at the P.S. almost
immediately.
Make a list of all the features, benefits and reasons to buy the product.
Personalize for each audience you mail.

Copywriting and other tips for creating
successful Direct Mail Media continued
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Summarize your offer on the order form. Not everyone will take advantage of
your offer when they receive it, but they may keep the order form for a later
order. Frequently this is the only part of the literature retained
Always include a GUARANTEE in your letter, mailer, brochure or order form
Use TESTIMONIALS to overcome buying objections
You must hook your reader in the first 5 seconds. The average reader scans a
direct mail piece for 5 seconds
Get right to the point in the headline

You can make your offer the first thing in the mailer or
last thing or both.


How long should a direct mail letter be?
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1. A letter is too short when it does not give the
customer enough information to be persuaded to
act.
2. A letter is to long when it appears to go on and
on.
3. Statistically, long letters pull better results, but
not when they DRAG.
4. Write a letter long enough to say what you need
to say, and then a call to action.


Direct Mail Considerations
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 Addressing (Personal and Zip + 4)
 Package (format, weight, size, and quality)
 Postage (bulk, first class, etc)
 Frequency
 Handling (internal, direct mail house)
 Postal Regulations (pre-sorted, etc)


TEST Your Direct Mail Campaign!
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 Test your mailing before you make full roll-out if
mailing quantity large.
 When testing only change one thing at a time. It is
easier to measure results.

 NOTE: Average test cell of 5000 pieces results in
a 2% response which is considered
 very good (100 responses)


Direct Mail Steps
• Set measurable goals
• Determine offer
• Determine audience
• Determine delivery
method
• Select list
• Design piece
• Test
• Measure results

copyright David Novak 2004 @
22
2008

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Green Marketing Direct Mail

 Consumers are more conscious about the
environment
 When possible, use recyclable paper
 When possible, use water soluble inks


Green Marketing Resources
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 Websites to Help Mailers Sustain the Environment - Green marketing

http://www.dmaresponsibility.org/Environment/ – the Direct Marketing
Association’s green information
http://www.ims-dm.com/ – the Direct Marketing Associations advertising
mail opt-out list
http://www.delivermagazine.com/topic/green-marketing/ – Direct Marketing
magazine
http://www.usps.com/ncsc/welcome.htm – Postal Service address quality
information
http://edf.org/papercalculator/ – interactive tool that shows the
environmental impact of paper choices
http://www.melissadata.com/solutions/index.htm - Melissa Data solutions
for direct mail marketers

Writing Copy
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 Where to Start?
 4 Elements.
1. Headline (The Head)
2. Body Copy
3. The Offer (Part of the body copy)
4. The Logo (signature which identifies you)

Do-it-yourself advertising 2003,copyright tradewind Marketing
2008

Writing Copy
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 Headline
 What is the benefit?
 What solution are you
offering?
 Body Copy
 Avoid using jargon
 Be clear and concise
 Make sure the message match
the need of the customer
 The Offer
 Make it interesting and
 Offer value
 The Logo
 Tell them who you are

Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008S

Writing Copy
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 Where should you start?
 Where you start makes no difference.
 No matter where you start, the headline is very
crucial.

 The headline and illustrations are the
GRABBERS.

Do-it-yourself advertising 2003,copyright tradewind Marketing 2008

Writing Copy
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 Two things your headline should do.
1. Attract the audience that will actually buy the product or
at least influence its purchase.
2. Have carry-over power that will get readers from the
headline into the ad itself.

Do-it-yourself advertising 2003,copyright Tradewind Marketing 2008

Writing Copy
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 What’s wrong
with this ad?


Writing Copy
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 The Three ARM factors every ad must have

A- Attract Attention
R- Retain Interest so the reader will become aware of the
overall message
M- Motivate the reader to take the action your ad is
designed to produce


Writing Copy
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 Where is the
ARM in this
ad?

Do-it-yourself advertising 2003,copyright tradewind Marketing
2008

Writing Copy
32
 What Does This
Ad Have?
Save 25% or more off regular price!  Head Line?
Clic Stic Ice with Rubber Grip 7 popular translucent ice colors.
® •
• Non-slip rubber grip.
• Print in up to 3 colors on barrel and 1 color on clip.
• Need this product in 24 hours? Click here.

ITEM #CSIG
 Body Copy?
300 piece min.
 The Offer?
 The Logo?32
 ARM
 Attract Attention?
 Retain Interest?
No-Charge Services:

Motivate?
Catalog quantities ship in 5 days*, no screen charges, production artwork,
writing ink color changes, imprint color changes,
copy changes, drop shipments. 
*Excluding Lighters and Shapes Products


Writing Copy
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 “Some Words to Live By”
1. “Free”
2. “You”
3. “Profitable”
4. “Save”
5. “Service”
6. “Discount”
7. “No Risk Offer”


Writing A Direct Mail Letter
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Ensure the message matches the needs of the target audience
 Get to the point
 Be Clear and concise
 Sell benefits, not features
 Keep it personal and conversational
 Write so that the letter is understandable
 Use white space
 Keep it on one page
 Create a deadline for your “offer”
 Always have a call to action and contact information
 Use testimonials when you can
 Research shows that a P.S. (postscript) is effective as most people’s eye moves
down the page first before they read the letter itself


Direct Mail Ucla Spring 2011

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