beyond the basics: direct mail
DESCRIPTION
Want to know what makes a direct mail campaign successful? Need some creative advice on your direct mail? Find out this and more! Presented by Justin Sharaf, Acquisition Associate Manager and Kim DiVincenzo, Creative ManagerTRANSCRIPT
DIRECT MAIL 101
Justin Sharaf, Acquisition Marketing Manager
Kim DiVincenzo, Creative Manager
Company Confidential Vistaprint © 2011
DIRECT MAIL 101
How
Why
WhenWho
Company Confidential Vistaprint © 2011
WHY DIRECT MAIL?Target specific audiences to build relationshipsPersonal
Communicate complex messages — or notFlexible
Tactile nature creates a more emotionally engaging experience Physicality
Target specific timelines (birthdays, marriages, first home, etc.) Timely
Know exactly who receives your message and who doesn’tMeasurable
Spend a little and reach every home in AmericaCost-effective
Company Confidential Vistaprint © 2011
HOW DOES IT WORK?
Set specific objectives
Define your audience
Determine your offer
Create your DM piecePrint and mail
Follow up
Measure results
Company Confidential Vistaprint © 2011
SET SPECIFIC OBJECTIVES
5
What is the desired impact of your program?
• Increase frequency?• Generate trial?• Increase awareness?• Set SMART objectives
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DEFINE YOUR AUDIENCE
6
• 40% of your success is based on targeting the right audience
• Buy a list that matches the profile of your best customers
OR
• Identify existing customers that you would like to reach
Company Confidential Vistaprint © 2011
DETERMINE YOUR OFFER
7
Your offer should be:
• Worthwhile
• Fulfill a perceived need
• Have a good perceived value
• Practical
• Unique
• Appropriate given the customer/brand
• Has clear connection with the brand
Company Confidential Vistaprint © 2011
CREATE YOUR DM PIECE
8
Let prospects and current customers know what you have, why they need it and how to get it
• Choose the right medium (Letter, Brochure, Postcard etc.)
• Identify with target through use of features and benefits
• Motivate prospects/current customers to act through clear and prominent call to action
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PRINT AND MAIL
9
Professionally print and mail your pieces
• Work with the printer to determine paper stock and finish
• Most printers have a mail house or partner with one so you can send your piece directly from press to your prospects
Company Confidential Vistaprint © 2011
FOLLOW UP
10
Create a plan for multiple contacts
• Mail to the same list multiple times
• Integrate with other communications like social media, email or phone calls
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MEASURE RESULTS
11
Measure your success
• Keep track of who you mail and who responds by using short URLs or coupon/promo codes
• Use online and social media analytics like Google or Facebook to track customers on website
• Track revenue generated from short URLs or coupon codes
• If revenues cover the cost of the piece and your time you are on the right track
Enter promo code: SAVENOW
Company Confidential Vistaprint © 2011
WHERE TO GET STARTED
• Vistaprint• Salesgenie• Local printers• The DMA