Direct Marketing Chapter 18 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

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

Creating Direct Mail Packages The most effective mailing package consists of outside envelope, letter, brochure, response form, and business reply envelope.

Creating Direct Mail Packages Details that make a mailing seem more relevant, such as personalization and blue signatures on letters, improve response

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

Creating Direct Mail Packages Copy should emphasize benefits to the reader, and support the benefits with features, advantages and motives

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

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

Creating Direct Mail Packages Involvement Devices Buckslip Lift Letter Case Studies and Testimonials

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.

Creating Direct Mail Packages Postcards One of the lowest cost direct mail tools Low-risk, soft offers in prospecting and reminders Double postcard - one side is the reply

Mail - Creating Direct Packages Writing Letters AttractATTENTION DevelopINTEREST CreateDESIRE GetACTION

Mail - Creating Direct Packages Bob Stones Seven-Step Formula 1.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.

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.

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