Direct Mail

What is Direct Mail?

• Direct mail encompasses a wide variety of marketing materials: – Brochures– Catalogs– Postcards– Newsletters

• Major corporations know that direct-mail advertising is one of the most effective and profitable ways to reach out to new and existing clients

Why Use Direct Mail?

• Reaches customers in their own home– Where they are comfortable– Where they have leisure time to consider product

choices– Where they can be reminded, through your piece,

of the product/service– Where other family members can pick up the

piece and make suggestions

Typical Direct Mail Pieces

• “Pre-approved” credit card offers• Samples• Coupons/discounts• Menus

Direct Mail Industry

• Spending for 2014 was $44.5 Billion• Response % for Direct Mail is 3.7%

Direct Mail Industry

• Customer acquisition cost

Return on Investment

Your Assignment

• Create a Direct Mail piece for a particular product/service/company (not an email)

• Use the Postal Service’s “Every Door” direct marketing service

Assignment

• Create and print your ad/postcard/piece• Detail (write out) which neighborhood you are

targeting and why– Don’t use Roslyn– Decide how many pieces you will send– How much will it cost you to print and send?

• Discuss your anticipated return on investment (in writing)

Recap

• You are handing in:– Printed direct mail piece– Written strategy including Every Door information,

# of pieces, costs, and return on investment• Due Wednesday, January 6th

– Worth 20 points– For every day late, you lose 10 points