Direct Mail in the Digital Age

by Grensing-Pophal, Lin

• ISBN13: 9781770400719
• ISBN10: 1770400710
• Format: Paperback
• Copyright: 2011-05-16
• Publisher: Natl Book Network

Summary

Direct Mail in the Digital Age shows that in the digital age, direct mail might be the perfect tool for small-business owners to capture their customers' attention. The saturation of email and digital marketing means that small-businesses must create integrated marketing plans which include direct mail. The author shows them how to compare direct mail to other marketing possibilities, and plan cost-effective direct mail strategy which will pack a punch into their marketing campaigns.

Author Biography

Lin Grensing-Pophal, PCM, has written many business and employee management articles for general and trade publications, and is the author of several other books published by Self-Counsel Press including Employee Management for Small Business and Managing Off-site Staff. She is accredited through the International Association of Business Communicators and the Society for Human Resource Management, and is a member of the American Society of Journalists and Authors.

Table of Contents

Introduction	p. xiii
Beginnings and Benefits	p. 1
Direct Marketing Techniques	p. 2
Telephone	p. 2
Television	p. 2
Print advertisements	p. 3
Direct mail	p. 3
Digital direct mail	p. 4
Billboards	p. 4
Digital versus Traditional Direct Mail	p. 5
The State of the Direct Mail Industry	p. 5
Identifying Your Overall Goals and Objectives	p. 11
Will Direct Mail Work for You?	p. 12
Can you reach your market effectively through direct mail?	p. 12
Does your product have broad appeal?	p. 12
Does your product stand out from the crowd?	p. 13
Can you describe or illustrate your product effectively through direct mail?	p. 13
Can you make a profit?	p. 13
Goals	p. 14
Objectives	p. 15
Objectives must be specific	p. 16
Objectives must be measurable	p. 16
Objectives must be attainable	p. 17
Objectives must be realistic/relevant	p. 18
Objectives must be time bound	p. 18
Evaluating your objectives	p. 18
The Importance of Objectives	p. 19
Targeting Your Market	p. 21
Identify Your Target Audience	p. 21
Identify your target market's buying habits	p. 24
Segmenting, Targeting, and Positioning	p. 25
Segmentation	p. 25
Targeting	p. 26
Positioning	p. 27
Your USP - Unique Selling Proposition	p. 27
Is Your Target Market Online?	p. 29
Structuring Your Offer to Get Results	p. 31
Lists	p. 35
Compiling Lists - Your Prospect and Customer Database	p. 36
Database marketing and Customer Relationship Management (CRM)	p. 37
Deciding what data to keep	p. 39
Using databases for mailing maximization	p. 41
Internal versus external - factors to consider	p. 41
Pitfalls to avoid	p. 42
Renting and Purchasing Lists	p. 44
Find a list broker	p. 45
Types of lists	p. 46
Email List Rules	p. 48
Co-registration	p. 52
Finding the Right Lists for Your Business	p. 53
Being an informed list renter	p. 55
Cost considerations	p. 57
Placing your order	p. 58
Copy and Design	p. 59
Developing Key Messages	p. 59
Attention	p. 61
Interest	p. 62
Desire	p. 64
Action	p. 65
Tips for Writing Great Copy	p. 66
Compose a benefit-oriented headline	p. 66
Write with design in mind	p. 67
Read it out loud	p. 67
When to include PS	p. 67
Simplify your wording	p. 67
Learn from the competition	p. 68
Back up any claims you make	p. 68
Use testimonials	p. 68
Make a reference to your website	p. 68
Know when it's time to hire an expert	p. 69
Quick tips for better results	p. 69
Writing for the Web	p. 70
Search engine optimization (SEO)	p. 71
Spam	p. 72
Templates and Tools	p. 75
Using Outside Resources	p. 76
Creating the Order Form	p. 79
Make Your Order Form Logical and Orderly	p. 79
Give the Customers All the Information They Need	p. 80
Offer Multiple Order Options	p. 81
Additional Order Form Tips	p. 82
Online Ordering	p. 83
Analyzing traffic patterns	p. 84
Abandoned shopping carts	p. 85
Remarketing	p. 86
Hiring Help	p. 89
Where to Find Advertising Help	p. 89
Working with Interns	p. 90
Working with Independent Contractors	p. 92
Working with Agencies	p. 94
Finding Help Online	p. 95
Communicating with Freelancers and Agencies	p. 96
Before you begin a project	p. 97
Know what you want	p. 98
Have a budget in mind	p. 98
Put it in writing	p. 98
Keep in touch	p. 98
Format Options and Opportunities	p. 101
Traditional Direct Mail Packages	p. 101
Letter Mailings	p. 102
Identify your audience	p. 103
Define your offer	p. 104
Outline your letter	p. 104
Compose a benefit-oriented headline	p. 104
Get to the point	p. 105
Convey a clear selling message	p. 105
Write with design in mind	p. 105
Personalization	p. 106
Catalogs and Brochures	p. 106
Postcards	p. 107
Product Samples	p. 107
Dimensional Mailings	p. 108
DVD and CD Mailings	p. 108
Email Marketing	p. 108
Choosing a Format	p. 109
Combining Options in a Direct Mail Campaign	p. 110
Leveraging traditional direct mail and online options	p. 111
Quick-response codes	p. 115
Printing Considerations	p. 115
Postal Procedures and Regulations	p. 121
Efficiencies through Direct Mail	p. 123
Business Tools	p. 124
What's on the Horizon for USPS and Canada Post?	p. 125
How to Test and Evaluate Results	p. 127
What Is a Good Response Rate?	p. 127
Measuring Response	p. 129
Measuring traditional direct mail response	p. 129
Tracking online response	p. 130
Social Media Marketing	p. 133
What Social Media Can Do for You	p. 134
Finding Your Focus	p. 135
The Top Social Media Outlets	p. 136
Facebook	p. 136
LinkedIn	p. 138
Twitter	p. 139
Prioritizing Your Time and Efforts	p. 139
Pick the tools that are right for you and your audience	p. 140
Consider maintaining multiple sites	p. 140
Connect with those you can learn from	p. 140
Maintain a clear focus	p. 141
Incorporate your social media with your website	p. 141
Keep your branding consistent	p. 141
Use analytics to track effectiveness	p. 141
Cross-pollinate	p. 142
Repurpose content to maximize the use of your time	p. 142
Get involved	p. 142
Streamline your social media activities	p. 143
Social media may not be right for your business	p. 143
The Future of Direct Mail Marketing	p. 145
An Evolution of Consumer Interaction	p. 146
What the Experts Have to Say	p. 148
Resources	p. 153
Magazines (and Their Associated Online Sites)	p. 153
Blogs and Websites	p. 153
Tables
Goal Statements from Direct Mail Campaigns	p. 14
Email List Vendors	p. 50
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