postcard printing & direct mail - 0112)*3%4#(5)*'/%6*2 · 2020-03-31 · benefits,...
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ClosingThe Sale
Follow Up
PHONE CALLS
Lead Capture
WEBSITE
Lead Generation
POSTCARDS
Your Job as a Marketer
A R
C
Affecting ARC
Affinity Reality
Communication
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• Anyone who sees your advertisement and has some slight interest.
What is a Lead?
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Direct Mail Statistics
41% of Americans of all ageslook forward to checkingtheir mail each day (Gallup)
Direct Mail Statistics
58% of the mail Americanhouseholds receive ismarketing mail (USPS)
Direct Mail Statistics
Direct Mail - House List2017
Direct Mail - House List2018
Direct Mail - ProspectList 2017
Direct Mail - ProspectList 2018
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Increase in Average Response Rates of Direct Mail
Direct Mail Statistics
Postcards Dimensional Mailers Catalogs Letter Sized Envelopes0
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Postcards
DimensionalMailers
Catalogs
Letter SizedEnvelopes
Response Rates
Direct Mail Statistics
59% of US respondents saythey enjoy getting mail frombrands about new products(Epsilon)
Direct Mail Statistics
73% of American consumerssay they prefer beingcontacted by brands via directmail because they can read itwhenever they want (Epsilon)
Direct Mail Statistics
Up to 90%of directmail getsopened
20-30% ofemails areopened.
Open Rates
Direct Mail StatisticsBrand Recognition
75% ofDirect Mailrecipientscan recall abrand afterseeing an ad.
44% of DigitalAd viewerscan recall abrand afterseeing an ad.
Direct Mail StatisticsResponse Rate Comparison
0
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Direct Mail Email
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Consumer ListList of individuals at home addresses who
have purchased merchandise.
Subscriber ListCurrent purchasers of a publication -
newspaper, magazine, trade journal, etc.
SIC ListStandard Industrial Classification is a system for
classifying industries by a four-digit code.
Opt-In ListPeople who have willingly given you their contact information.
Mailing Lists
Questions to ask before purchasing a mailing list…
• How often is the list provider’s database updated?
• Is deliverability guaranteed?
• Do you guarantee at least 90% deliverability?
• Will you refund postage on bad addresses as well as the cost of each bad address?
• Can I reuse a list?
Mailing Lists
What is your industry and what are some of the traits of your ideal customer?
DiscussionDISCUSSI
ON
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Bad eye trail
Direct Mail Design
BAD
Good eye trail
Direct Mail Design
GOOD
Bad eye trail
Direct Mail Design
BAD
Good eye trail
Direct Mail Design
GOOD
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12 Elements of an Effective Postcard Design
Direct Mail Design
1. A clear and bold headline.
GOOD
Direct Mail Design
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BAD
1. A clear and bold headline.
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Direct Mail Design
GOOD
1. A clear and bold headline.
Direct Mail Design
GOOD & BAD
1. A clear and bold headline.
2. A graphic that supports the message.
Direct Mail Design
GOOD
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2. A graphic that supports the message.
Some graphics confuse the recipient.
Direct Mail Design
BAD
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2. A graphic that supports the message.
Direct Mail Design
GOOD
3. Color that POPS
Direct Mail Design
GOOD
3. Color that POPS
Direct Mail Design
GOOD
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3. Color that POPS.
Dull colors don’t grab attention.
Direct Mail Design
BAD
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3. Color that POPS
Direct Mail Design
GOOD
4. Subhead that leads into text.
Direct Mail Design
GOOD
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4. Subhead that leads into text.
Direct Mail Design
GOOD
Benefits, benefits, benefits.
Features
RV
• Affordable Recreational Vehicles • Travel on Your Time, According to Your Rules & Budget
• Large Selection of Inventory • Trailers & Vehicles from $5,000–$500,000 On-Site
• Financing • Loans Starting at $25,000 Available
Dental
• 7 Doctors • More Appointment Times Available
• State-of-the-Art Equipment • More Accurate Diagnostic Capabilities
• Thorough Cleanings • Strong, Healthy Teeth and Gums
Insurance
• Great Coverage Available • Protect Your Family & Property
• More Office Locations • Faster Response to An Accident
• We Handle All Types of Coverage • Truly Convenient with All Your Coverage in One Place
Benefits
When Features ARE Benefits
• Family Owned & Operated
• Serving the Local Area Since ____
Direct Mail Design
5. Benefits.Benefits.Benefits.
Direct Mail Design
GOOD
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5. Benefits.Benefits.Benefits.
Only features
Direct Mail Design
BAD
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5. Features, benefits or both?
GOOD
Direct Mail Design
5. Features, benefits or both?
GOOD
BAD
Direct Mail Design
6. The offer.
Direct Mail Design
GOOD
Direct Mail Design
BAD
6. The offer.
(No offer.)
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BOGO is the ultimate offer…
On a $100 item:1. Buy One, Get One Free2. $50 Off3. 50% Off
Buy One, Get One gets a 40% better response than either of the others. - Bob Stone, “Successful Direct Marketing Methods”
Direct Mail Design
But what if you can’t offer BOGO?Does $ off or % off work better?
• 42% of consumers found that money off was preferable to percentage off and free shipping. - Blue Hornet
• $50 off generated 170% more revenue and a 72% better conversion rate than 15% off in another test - MarketingSherpa
Direct Mail Design
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7. Company Name & Logo
8. Return Address
9. Contact Information
Direct Mail Design
GOOD
10. Call to Actionin Bright, Non-Matching Color
Direct Mail Design
GOOD
Direct Mail Design
BAD
10. Call to Actionin Bright, Non-Matching ColorNo call to action!
Direct Mail Design
BAD
10. Call to Actionin Bright, Non-Matching ColorNo call to action!
Direct Mail Design
BAD
No call to action!
10. Call to Actionin Bright, Non-Matching Color
Direct Mail Design
GOOD
10. Call to Actionin Bright, Non-Matching ColorNo call to action!
Direct Mail Design
11. 5-Star Review
GOOD
Direct Mail Design
11. 5-Star Review
BAD
No 5-Star Review
Direct Mail Design
GOOD
11. 5-Star Review
Direct Mail Design
12. Map of Your Location*
GOOD
*For Local Businesses only!
Direct Mail Design
12. Map of Your Location
BAD
Where is the Grand Opening?
Direct Mail Design
GOOD
12. Map of Your Location*
*For Local Businesses only!
1. A clear, bold headline.
2. A graphic that supports the message.
3. Color that pops.
4. Subheads that lead into text.
5. Benefits, benefits, benefits.
6. The offer(s).
7. Company name & logo.
8. Return address.
9. Contact information.
10. Call to action in non-matching color.
11. 5-star review.
12. Map (if you’re a local business).
12
3
4
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10
Direct Mail Design
11
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• Is the message I want to convey immediately obvious to the reader?
• Will this message resonate with my target market?
• Am I highlighting the benefits or features of my product/service?
• Am I making my prospects an offer they can’t refuse?
• Do I have an easy, direct call-to-action with clear contact information?
• Does the eye trail of the card lead me to the offer and call to action?
Questions to Ask Before Approving a Marketing Piece
Direct Mail Design
Contact a Marketing Consultant at 1-800-628-1804
Homework: Sketch Your Perfect Ad & Your PostcardDownload the Full Free Workbook at: PostcardMania.com/workbook
NEXT TIME:PART 3: Online Advertising:
Using Google & Facebook to Generate New LeadsThursday, April 2, 1pm (EDT)
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