DIRECT MAIL 101

Justin Sharaf, Acquisition Marketing Manager

Kim DiVincenzo, Creative Manager

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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

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HOW DOES IT WORK?

Set specific objectives

Define your audience

Determine your offer

Create your DM piecePrint and mail

Follow up

Measure results

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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

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• 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

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DETERMINE YOUR OFFER

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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

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CREATE YOUR DM PIECE

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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

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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

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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

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WHERE TO GET STARTED

• Vistaprint• Salesgenie• Local printers• The DMA