direct marketing chapter 18 creating direct mail packages
TRANSCRIPT
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Direct Marketing
Chapter 18
Creating Direct Mail Packages
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Creating Direct Mail Packages
One of the main media for Direct Marketing
Direct mail comes in a variety of formats, sizes and shapes depending upon the target group, objectives and budget
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Creating Direct Mail Packages
Postage
• Standard rates when mail meets certain minimum quantities
• Sorting provides different discounts
• NCOA National Change of Address File
• Coding Accuracy Support System CASS
• Nonprofit rate
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Creating Direct Mail Packages
The most effective mailing package consists of outside envelope, letter, brochure, response form, and business reply envelope.
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Creating Direct Mail Packages
Details that make a mailing seem more relevant, such as personalization and blue signatures on letters, improve response
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Creating Direct Mail Packages
Response devices are another important element in direct mail and should be included, even when mail is not the main way of responding
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Creating Direct Mail Packages
Copy should emphasize benefits to the reader, and support the benefits with features, advantages and motives
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Creating Direct Mail Packages
Brochure
• Visualization tool
• Contains detailed or lengthy information
• Response information included
• Provides pass-along readers
• Every panel stands alone
• Sales message should not be panelized
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Creating Direct Mail Packages
Response Devices
• Give explicit instructions
• Never called a response device
• Clear, convenient and easy to complete
• Provide for multiple channels for response
• It may be symbolic, but it sets the response in motion
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Creating Direct Mail Packages
• Involvement Devices
• Buckslip
• Lift Letter
• Case Studies and Testimonials
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Mail Creating Direct Packages
• Self- Mailers are stand-alone one-piece mailings. They are most often used for single product offers seminars and lead generation. They are favored in the B2B marketplace. They are the most cost-efficient form of direct mail package.
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Creating Direct Mail PackagesPostcards
• One of the lowest cost direct mail tools
• Low-risk, soft offers in prospecting and reminders
• Double postcard - one side is the reply
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Mail - Creating Direct Packages
Writing Letters
Attract ATTENTION
Develop INTEREST
Create DESIRE
Get ACTION
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Mail - Creating Direct Packages
Bob Stones Seven-Step Formula1.Promise your most important benefit in your
headline or first paragraph.2.Immediately enlarge on your most important
benefit.3.Tell readers specifically what they are going to
get.4.Back up your statements with proof and
endorsements.
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Mail - Creating Direct Packages
Bob Stones Seven-Step Formula (cont.)5.Tell readers what they might lose if they don’t
act.6.Rephrase your prominent benefits in your
closing offer.7.Incite action.
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Key Points
• Variety of forms• Most effective package includes, outside
envelope, letter, brochure, response form, and business reply envelope
• Include Response Device• Details matter• Copy should emphasize benefits and support
features, advantages and motives