direct mail tips
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How to set your direct mail campaigns in a proper way?TRANSCRIPT
DIRECT MAIL TIPS
Hristo Radichev
in Marketing Communications
• Direct Mail
• E-mail Campaigns
Today we will talk about:
Direct MailPart I:
„Offering products and / or services from producer or service provider directly to potential customers, using databases, direct mail, inserts, demonstrations, phone sales etc.”
Small Business Dictionary
Direct Marketing:
“A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.”
Direct Mail:
Entrepreneur.com
What is DM?
... is the annual revenue of the DM business in 20 European countries, including Russia
760
10% annual growth
Statistics:
€ mln
5%+
3letters
In a single mailbox in Bulgaria the average annual number of DM letters is...
… are the positive replies of a DM offer in the USA
Source: ЕМОТА
To buy or to gather?
When and how it is
gathered?
What information gives us?
Checking, standardizing,
augmenting...
Constant renewal!
Database
LIST HYGIENE!
ASK YOURSELF:
Preliminary
More criteria, clearly defined
Aiming
Targeting
Envelop, paper, format
Colors
Quality
Business reply envelope
Make it easy, but engage
Curiosity
Envelop, paper, format
Colors
Quality
Business reply envelope
Make it easy, but engage
Curiosity
Contents
Personalize
Urgent! (add deadlines to reply)
Provide enough information
Incentives
Many reasons to buy this product
Guarantee, promise (keep them!)
Sender (name, position, signature)
Frequency
Regularity
Follow up’s
New and old customers
Customer’s short memory
Competition
What next?
Orders processing
Working with suppliers
Quality control
Analysis
MEASURE & COMPARE!
TEST EVERYTHING before you start it
E-mail Campaigns
Part II:
The new environment
EVERYTHING is FASTER online
If you don’t use Internet for DM, you’re crazy.
Web 2.0;
Browsers
SEO, SEM
MySpace, WordPress
Flickr, Picasa
RSS
YouTube
SPAM
What?E-mail Marketing:
Direct marketing that uses e-mail to communicate with customers
Customer Relationship Management
Online catalogue
Newsletter
Targeting
400
$ mln
... spent by US companies for e-mail marketing in 2006
E-mail campaigns
Faster:
You need few hours to set a campaign.
Cheaper:
An e-mail is about 70 times
cheaper than the paper.
But still hard:
SPAM filters, virtual, boredom, easy to
delete.
Easier:
Customer can reply immediately.
How to gather more e-mails?
Website registration forms;
e-Newsletters;
Flyers referring to a website;
Online games;
Databases;
etc.
What is specific in e-mail campaigns?
Opt-in; Opt-out;
Database segmentation – different approach to different groups made
easier;
From & Subject fields;
64%... of all customers quote the “From” field to be the most important factor influencing them to open e-mails.
DoubleClick
Bulk – Tuesdays till Thursdays;
Don’t mail on Mondays;
Easy to monitor;
No files attached!;
Useful links
Glossary
USPS
Elements of Branding
Koch Group
E-mail Marketing Reports
For further contacts:
Hristo Radichev
KonxOmpax.wordpress.com
Phone: +359 899 898 595
Source of almost all pictures: GfK database