Ultimate Guide to Direct Marketing

by Lautenslager, Al

• ISBN13: 9781932531718
• ISBN10: 1932531718
• Edition: 1st
• Format: Paperback
• Copyright: 2005-10-04
• Publisher: Entrepreneur Press

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