Direct Mail

What is Direct Mail? Direct mail encompasses a wide variety of marketing materials: – Brochures – Catalogs – Postcards – Newsletters Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients

Why Use Direct Mail? Reaches customers in their own home – Where they are comfortable – Where they have leisure time to consider product choices – Where they can be reminded, through your piece, of the product/service – Where other family members can pick up the piece and make suggestions

Typical Direct Mail Pieces “Pre-approved” credit card offers Samples Coupons/discounts Menus

Direct Mail Industry Spending for 2014 was $44.5 Billion Response % for Direct Mail is 3.7%

Direct Mail Industry Customer acquisition cost

Return on Investment

Your Assignment Create a Direct Mail piece for a particular product/service/company (not an ) Use the Postal Service’s “Every Door” direct marketing service

Assignment Create and print your ad/postcard/piece Detail (write out) which neighborhood you are targeting and why – Don’t use Roslyn – Decide how many pieces you will send – How much will it cost you to print and send? Discuss your anticipated return on investment (in writing)

Recap You are handing in: – Printed direct mail piece – Written strategy including Every Door information, # of pieces, costs, and return on investment Due Wednesday, January 6 th – Worth 20 points – For every day late, you lose 10 points