9781932531718

Ultimate Guide to Direct Marketing

by
  • ISBN13:

    9781932531718

  • ISBN10:

    1932531718

  • Edition: 1st
  • Format: Paperback
  • Copyright: 10/4/2005
  • Publisher: Entrepreneur Press
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Summary

Deliver the right message to the right target for the best results. Americans spend over $528 billion annually in response to direct-mail marketing. If you want to reap your share of those profits, you've turned to the right place.With hot new marketing ideas and a fresh twist on old favorites, this book is a one-stop solution for small-business owners. In fact it's the only direct-marketing book that covers the recent anti-spam laws, cell phone telemarketing regulations and the National Do Not Call Registry.Inside you'll find: The four critical components of direct-marketing-the target, the message, the vehicle and frequency/timing - and how to get the maximum advantage from each Treid-and-true direct-marketing methods like postcards and newsletters - and how to tailor them to today"s marketplace New, high-tech direct-marketing techniques that stay within the law-but generate response beyond your expectations Insider tricks to using out-of-the-ordinary methods - like sweepstakes, contests and more-to your best advantage How to develop, plan, implement and evaluate an entire direct-marketing campaign with lower costs and higher returns than you ever dreamed possible

Author Biography

All Lautenslager is an award-winning marketing and PR consultant, speaker author and entrepreneur who has helped countless business owners succeed. He is the co-author of Guerrilla Marketing in 30 Days, in the best-selling marketing series in history, and a certified Guerrilla Marketing coach.

Table of Contents

Acknowledgments xi
Preface xiii
Direct Marketing Basics
1(22)
Direct Marketing History
3(1)
The Need for Direct Marketing
3(1)
The Scope of Direct Marketing
4(1)
Small-Business Growth and Direct Marketing
5(1)
What Direct Marketing Is Today
6(1)
Direct-Response Marketing
7(1)
Interactivity
7(1)
The Four Key Components of Direct Marketing
8(1)
Direct Marketing and Traditional Marketing/Advertising: What's the Difference?
9(2)
Developing the Direct Marketing Mind-Set
11(4)
Direct Marketing Is an Investment
15(1)
Lifetime Customer Value
16(1)
All Customers Are Not Created Equal
16(2)
Direct Marketing at Work
18(1)
More Direct Marketing at Work
19(1)
Direct Marketing Online
20(1)
Chapter 1 Summary
20(3)
The Marketing Target
23(34)
It's All About the List
23(1)
Finding the Right People
24(1)
Where Do Lists Come From?
25(5)
B2B Compiled Lists
30(1)
Other Ways to Develop a List
30(1)
Direct-Mail Generated Lists
31(1)
Renting Your Own Compiled Lists to Other Marketers
31(1)
External List Sources
31(1)
Working with List Brokers
32(2)
The Standard Rate and Data Service (SRDS)
34(1)
List Usage Fundamentals
35(4)
Common Terms
39(1)
Purchase or Rent?
39(2)
List Quality
41(1)
List Testing
42(2)
List Costs
44(1)
List Maintenance
44(1)
Why Some Lists Don't Meet Expectations
44(1)
Databases
45(2)
Getting Information from Customers
47(1)
Recency, Frequency, Monetary Value Model (RFM)
48(1)
Segmentation Example
48(2)
List Planning/List Selection
50(1)
Targeting Your Direct Marketing
51(1)
Direct Marketing Target Checklists
52(2)
Chapter 2 Summary
54(3)
The Marketing Vehicle
57(52)
Direct Mail
58(8)
Direct Mail Formats
66(5)
Choosing a Format
71(3)
Dimensional Mail
74(2)
Catalog Marketing
76(6)
Direct Response Advertisements
82(4)
Direct Telemarketing
86(7)
Direct Response TV
93(4)
Other Direct Marketing Formats
97(8)
Chapter 3 Summary
105(4)
Direct E-Mail Marketing
109(44)
Market Statistics Background
111(1)
Types of E-Mail Marketing
112(2)
E-Mail Limitations
114(1)
How Direct E-Mail Marketing Differs from Traditional Direct Marketing
115(1)
E-Mail Marketing Mistakes
115(1)
How to Improve Your E-Mail Marketing
116(2)
Survivability of Your E-Mail Message
118(1)
E-Mail Lists
118(1)
Database E-Mail Marketing
119(1)
E-Mail Deliverability
119(1)
E-Mail Costs
120(1)
Measuring E-Mail Marketing
120(1)
Testing Your E-Mail Campaigns
121(1)
Rich Media
122(1)
Electronic Newsletters and E-Zines
122(3)
E-Mail Campaign Planning
125(1)
Your Direct E-Mail Campaign
125(2)
Signatures
127(1)
Personalization
127(1)
Formatting E-Mail
127(1)
Opt-In
128(1)
E-Mail Etiquette
129(6)
Your E-Mail Policy
135(2)
Privacy Policy
137(1)
Spam
137(2)
Opt-Out
139(4)
Double Opt-In
143(1)
Online Copy
143(2)
Direct E-Mail Copy
145(1)
Using E-Mail Marketing to Sell
146(1)
Writing Effective E-Mail
147(3)
Embedded Links within E-Mail Copy
150(1)
Getting E-Mails Opened Now!
151(1)
A Note on Junk E-Mail
151(1)
Chapter 4 Summary
152(1)
Planning a Direct-Mail Campaign
153(34)
Keeping the End in Mind
153(11)
Production Components of Direct Mail
164(5)
Direct Marketing at Work
169(2)
Extreme Direct Marketing Examples
171(14)
Chapter 5 Summary
185(2)
The Marketing Message
187(28)
Direct Marketing Copy
187(1)
AIDA
188(2)
Emotional Factors in the Marketing Message
190(1)
Examples of Using Motivators in Direct Marketing
191(1)
Benefits
191(2)
The Importance of Copy
193(1)
Critical Copy Components
194(1)
Creating Great Copy
195(1)
Headlines
196(5)
Sales Messages
201(1)
The Direct Mail Package
202(7)
Message Testing
209(2)
Troubleshooting Your Direct Marketing
211(2)
Chapter 6 Summary
213(2)
Message Offers and Responses
215(16)
Consumers Are Savvy
215(1)
Message Effectiveness
216(1)
More Ways to Increase Response
217(1)
The Use of Color in Direct Mail
218(1)
The Offer
218(1)
What Makes a Good Offer?
218(9)
Increasing the Effectiveness of Direct Mail/Direct Marketing
227(1)
Ways to Improve Your Direct Mail Response
227(1)
National Change of Address (NCOA)
228(1)
Chapter 7 Summary
229(2)
Timing and Frequency
231(6)
Subconscious Decision Making
232(1)
Using the Element of Time to Your Advantage
232(2)
How Many Times Does It Take?
234(1)
Planning Ahead by Senior Level Executives
235(1)
Integrated Communications
235(1)
Chapter 8 Summary
236(1)
Bibliography 237(10)
Glossary 247(8)
About the Author 255(2)
Index 257

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