98 Pages
English

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Direct Mail in the Digital Age

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Description

Direct mail allows you to target individual customers and has been in existence for many years.

With the advent of the Internet and email marketing, has direct mail lost its touch? How do you ensure the success of your existing direct mail campaigns? How do you make sure your direct mail campaigns work in harmony with other marketing, such as email? Will customers feel that direct mail is more or less targeted and/or personalized now that almost everything is digital?

This book will speak about the pros and cons of direct mail versus other methods available today and explain how to figure out how to best use it to your business's advantage.
Introduction xiii
1 Beginnings and Benefits 1
1. Direct Marketing Techniques 2
1.1 Telephone 2
1.2 Television 2
1.3 Print advertisements 3
1.4 Direct mail 3
1.5 Digital direct mail 4
1.6 Billboards 4
2. Digital versus Traditional Direct Mail 5
3. The State of the Direct Mail Industry 5
2 Identifying Your Overall Goals and Objectives 11
1. Will Direct Mail Work for You? 12
1.1 Can you reach your market effectively through
direct mail? 12
1.2 Does your product have broad appeal? 12
1.3 Does your product stand out from the crowd? 13
1.4 Can you describe or illustrate your product
effectively through direct mail? 13
1.5 Can you make a profit? 13
2. Goals 14
vi Direct Mail in the Digital Age
3. Objectives 15
3.1 Objectives must be specific 16
3.2 Objectives must be measurable 16
3.3 Objectives must be attainable 17
3.4 Objectives must be realistic/relevant 18
3.5 Objectives must be time bound 18
3.6 Evaluating your objectives 18
4. The Importance of Objectives 19
3 Targeting Your Market 21
1. Identify Your Target Audience 21
1.1 Identify your target market’s buying habits 24
2. Segmenting, Targeting, and Positioning 25
2.1 Segmentation 25
2.2 Targeting 26
2.3 Positioning 27
3. Your USP — Unique Selling Proposition 27
4. Is Your Target Market Online? 29
5. Structuring Your Offer to Get Results 31
4 Lists 35
1. Compiling Lists — Your Prospect and Customer
Database 36
1.1 Database marketing and Customer Relationship
Management (CRM) 37
1.2 Deciding what data to keep 39
1.3 Using databases for mailing maximization 41
1.4 Internal versus external — factors to consider 41
1.5 Pitfalls to avoid 42
2. Renting and Purchasing Lists 44
2.1 Find a list broker 45
2.2 Types of lists 46
3. Email List Rules 48
3.1 Co-registration 52
Contents vii
4. Finding the Right Lists for Your Business 53
4.1 Being an informed list renter 55
4.2 Cost considerations 57
4.3 Placing your order 58
5 Copy and Design 59
1. Developing Key Messages 59
1.1 Attention 61
1.2 Interest 62
1.3 Desire 64
1.4 Action 65
2. Tips for Writing Great Copy 66
2.1 Compose a benefit-oriented headline 66
2.2 Write with design in mind 67
2.3 Read it out loud 67
2.4 When to include PS 67
2.5 Simplify your wording 67
2.6 Learn from the competition 68
2.7 Back up any claims you make 68
2.8 Use testimonials 68
2.9 Make a reference to your website 68
2.10 Know when it’s time to hire an expert 69
2.11 Quick tips for better results 69
3. Writing for the Web 70
3.1 Search engine optimization (SEO) 71
3.2 Spam 72
4. Templates and Tools 75
5. Using Outside Resources 76
6 Creating the Order Form 79
1. Make Your Order Form Logical and Orderly 79
2. Give the Customers All the Information They Need 80
3. Offer Multiple Order Options 81
4. Additional Order Form Tips 82
viii Direct Mail in the Digital Age
5. Online Ordering 83
5.1 Analyzing traffic patterns 84
5.2 Abandoned shopping carts 85
5.3 Remarketing 86
7 Hiring Help 89
1. Where to Find Advertising Help 89
2. Working with Interns 90
3. Working with Independent Contractors 92
4. Working with Agencies 94
5. Finding Help Online 95
6. Communicating with Freelancers and Agencies 96
6.1 Before you begin a project 97
6.2 Know what you want 98
6.3 Have a budget in mind 98
6.4 Put it in writing 98
6.5 Keep in touch 98
8 Format Options and Opportunities 101
1. Traditional Direct Mail Packages 101
2. Letter Mailings 102
2.1 Identify your audience 103
2.2 Define your offer 104
2.3 Outline your letter 104
2.4 Compose a benefit-oriented headline 104
2.5 Get to the point 105
2.6 Convey a clear selling message 105
2.7 Write with design in mind 105
2.8 Personalization 106
3. Catalogs and Brochures 106
4. Postcards 107
5. Product Samples 107
6. Dimensional Mailings 108
7. DVD and CD Mailings 108
Contents ix
8. Email Marketing 108
9. Choosing a Format 109
10. Combining Options in a Direct Mail Campaign 110
10.1 Leveraging traditional direct mail and online
options 111
10.2 Quick-response codes 115
11. Printing Considerations 115
9 Postal Procedures and Regulations 121
1. Efficiencies through Direct Mail 123
2. Business Tools 124
3. What’s on the Horizon for USPS and Canada Post? 125
10 How to Test and Evaluate Results 127
1. What Is a Good Response Rate? 127
2. Measuring Response 129
2.1 Measuring traditional direct mail response 129
2.2 Tracking online response 130
11 Social Media Marketing 133
1. What Social Media Can Do for You 134
2. Finding Your Focus 135
3. The Top Social Media Outlets 136
3.1 Facebook 136
3.2 LinkedIn 138
3.3 Twitter 139
4. Prioritizing Your Time and Efforts 139
4.1 Pick the tools that are right for you and your
audience 140
4.2 Consider maintaining multiple sites 140
4.3 Connect with those you can learn from 140
4.4 Maintain a clear focus 141
4.5 Incorporate your social media with your website 141
4.6 Keep your branding consistent 141
4.7 Use analytics to track effectiveness 141
x Direct Mail in the Digital Age
4.8 Cross-pollinate 142
4.9 Repurpose content to maximize the use of
your time 142
4.10 Get involved 142
4.11 Streamline your social media activities 143
4.12 Social media may not be right for your business 143
12 The Future of Direct Mail Marketing 145
1. An Evolution of Consumer Interaction 146
2. What the Experts Have to Say 148
Resources 153
Magazines (and Their Associated Online Sites) 153
Blogs and Websites 153
Tables
1 Goal Statements from Direct Mail Campaigns 14
2 Email List Vendors 50

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Informations

Published by
Published 01 October 2012
Reads 4
EAN13 9781770409200
Language English

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