Direct Marketing Chapter 18 Creating Direct Mail Packages.

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


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


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


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


Response devices are another important element in direct mail and should be included, even when mail is not the main way of responding


Copy should emphasize benefits to the reader, and support the benefits with features, advantages and motives


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


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


• 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 PackagesPostcards

• 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

Attract ATTENTION

Develop INTEREST

Create DESIRE

Get ACTION


Bob Stones Seven-Step Formula1.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.


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

Direct Marketing Chapter 18 Creating Direct Mail Packages.

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