Presentation for Direct Mail Marketing training.

1. Direct Mail Marketing
• 81% of Americans read newspapers
• 96% of Americans own telephones.
• 98% of Americans have televisions.
• But Everybody has a mail box!
copyright David Novak 2004 @ 2008 1

2. Direct Mail Objectives
• Encouraging interest in new products or services.
• Generating Sales and orders.
• Helping build store traffic.
• Generating new leads.
• Bringing news of a special private sale to valued customers.
• Maintaining relationships by staying in touch with customers.
• Enhancing results from other forms of advertising.
• Building brand recognition.
• Prospecting for new customers.
copyright David Novak 2004 @ 2008 2

3. Strengths of Direct
Mail Marketing
• Personal.
• Pinpoints Your
audience.
• Control Timing.
copyright David Novak 2004 @ 2008 3

4. 4 Primary Components of Direct
Mail Marketing.
• The List.
• The Offer.
• The Delivery Method.
• The Creative Aspect.
copyright David Novak 2004 @ 2008 4

5. Direct Mail Marketing
The List
• Direct Mail Question.
Are you looking for a 35-49 year-old vegetarian
who is a professional, has an income of
$50,000+, drives a reconditioned 1951
Desoto, takes three vacations a year and
collects I Love Lucy memorabilia?
No Problem
copyright David Novak 2004 @ 2008 5

6. Direct Mail Database Information
List Information
• Important Information
• Name
• Address including zip code
• Telephone Number
• E-mail address
• Length of Residence
• Age
• Gender
• Marital Status
• Family Data
• Education
• Income
• Occupation
• Unique identifier (Are you a fresh water fisherman?)
• Transaction history (Have they purchased before and from whom?)
• Inquiring history (Have they requested information?)
copyright David Novak 2004 @ 2008 6

7. Direct Mail List Sources
• Purchased Lists
• Rented Lists
List Brokers
Trade or business publications.
Directories (Library)
Government
Internet
• Compiled from internal information.
List of customers
Sales Rep. info
Inquiries
Warranty Cards Stockholders
copyright David Novak 2004 @ 2008 7

8. Direct Mail List Maintenance
•Keep your list clean
and up to date.
▫Periodically mail a “list
cleaning mailer with a
return to sender notice.
copyright David Novak 2004 @ 2008 8

9. Direct Mail Offer
• Direct Mail copy should be:
Personal
Targeted
Indicate benefits
Indicate features
Include a Guarantee
Contain a reply device
(bounce back card)
copyright David Novak 2004 @ 2008 9

10. Direct Mail Bounce Back Card
• One of the best
ways to gather
information is with a
reply device.
copyright David Novak 2004 @ 2008 10

11. How much information
to include in offer
• If you are offering a product (office
supplies, machines, books, etc). Give the
whole story about the product.
• If you are offering free literature which the
reader must have in order to make a buying
decision, describe the highlights of what the
reader will find in the brochure. Include
highlights on front of brochure.
• If the idea or product is unique or new, you
need to educate the reader as to the products
benefits and unique qualities.
copyright David Novak 2004 @ 2008 11

12. Direct Mail Copy Offer
• The offer is a combination of
price, guarantee, time limit, free gift or
service.
• Free samples, especially good when the product can sell
itself.
• “Free trial for 30 days. Return if not satisfied.”
• Time limit, “We must hear from you by”…
• Satisfaction guaranteed.
• Discount for cash, volume purchases.
• Flexible payment terms, cash, check or charge.
• Conditional sale, if he likes it, he will sign-up for a long-
term subscription or he can return for full refund.
• Free gift if you order, or 2 gift offer. Get one gift if you
respond to mailer and another gift if you order.
copyright David Novak 2004 @ 2008 12

13. Direct Mail Delivery Method
#10 Envelopes
Special Envelopes
Colored
Special Size
Special Shape
Special Design
copyright David Novak 2004 @ 2008 13

14. Direct Mail Delivery Method
• Clear Plastic Box or Bag
• Tube
• Free Standing Insert
• Ad Specialty
(Imprinted Promotional Item)
copyright David Novak 2004 @ 2008 14

15. The Creative Aspect
Copywriting and other tips for creating
successful Direct Mail Media.
FREE is the most powerful word in the English language.
Use FREE instead of " Complimentary” or “at no additional
cost to you”.
Use the word “YOU” more often than “I” or “we”.
Try to include a “P.S.” whenever you can, letters in
particular. 30% of people who take the time to read your
direct mail will look at the P.S. almost immediately.
Make a list of all the features, benefits and reasons to buy
the product.
Personalize for each audience you mail.
copyright David Novak 2004 @ 2008 15

16. Copywriting and other tips for creating
successful Direct Mail Media continued.
Summarize your offer on the order form. Not everyone will
take advantage of your offer when they receive it, but they
may keep the order form for a later order. Frequently this is
the only part of the literature retained.
Always include a GUARANTEE in your letter, mailer, brochure
or order form.
Use TESTIMONIALS to overcome buying objections.
You must hook your reader in the first 5 seconds. The average
reader scans a direct mail piece for 5 seconds.
Get right to the point in the headline.
You can make your offer the first thing in the mailer or
last thing or both.
copyright David Novak 2004 @ 2008 16

17. How long should a direct mail
letter be?
1. A letter is too short when it does not give the
customer enough information to be
persuaded to act.
2. A letter is to long when it appears to go on
and on.
3. Statistically, long letters pull better
results, but not when they DRAG.
4. Write a letter long enough to say what you
need to say, and then a call to action.
copyright David Novak 2004 @ 2008 17

18. Direct Mail Considerations
• Addressing (Personal and Zip + 4)
• Package (format, weight, size, and quality)
• Postage (bulk, first class, etc)
• Frequency
• Handling (internal, direct mail house)
• Postal Regulations (pre-sorted, etc)
copyright David Novak 2004 @ 2008 18

19. TEST!
• Test your mailing before you make full roll-out
if mailing quantity large.
• When testing only change one thing at a time.
It is easier to measure results.
• NOTE: Average test cell of 5000 pieces results
in a 2% response which is very good. (100
responses)
copyright David Novak 2004 @ 2008 19

20. Direct Mail Steps
• Set measurable goals.
• Determine offer.
• Determine audience.
• Determine delivery.
method.
• Select list.
• Design piece.
• Test.
• Measure results.
copyright David Novak 2004 @ 2008 20