The Power of Direct Mail Celia Bassols November 6, 2009.

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Presentation transcript:

The Power of Direct Mail Celia Bassols November 6, 2009

The Direct Mail Formula Yearly Americans spend $393 billion in response 98% of households collect, assess, and sort mail daily 77% sort the mail immediately 57% households check weekly 42% of direct mail recipients prefer to respond online

Message Right Person Right Message Right Time Right Delivery Right Images Right Call To Action

Message Connect to your message with passion Reinforce the message through real stories to move the reader Use visuals to reinforce copy State and restate your commitment to the mission/goals of the program Building a campaign takes time, but does build upon itself

Direct Mail Effectiveness

The Value of an Integrated Approach

Making It All Work Together Don’t Forget the Basics Maintain Cross-Channel Consistency Drive Results with Multiple Channels Segment, Prioritize, and Profile Your Customers Don’t Forget Internal Communications

Questions?