Post on 29-Jan-2016
The Power of Direct Mail
Celia BassolsNovember 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 email 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?