Creating Successful Direct Mail Campaigns

Course Overview

Direct mail remains an important element of integrated marketing. Learn how to evaluate and create all the elements of a direct mail package. You have so little time to get your customer’s attention; this course shows you how to make your package cut through the clutter and boost your response rates.

Course Content

Understand how direct mail fits in today’s multichannel marketing mix.  Learn how to evaluate copy and design of a direct mail package and recognize the key elements that affect its success. Study direct mail production in order to optimize your package’s cost-effectiveness.

Why direct mail remains an important direct marketing channel
• What is direct mail?
• USPS “Mail Moment” research
• Truth about direct mail
• What is unaddressed mail?

What you need to know about direct mail formats
• Common direct mail formats
 - Letter direct mail package
 - Dimensional mailing
 - Postcards
 - Cooperative mailing (Co-op)
 - Catalogs
 - Inserts (package and statement)

Evaluating direct mail creative
• Direct mail strategy brief
• Reach prospects on an intellectual, emotional and personal
level
• Bob Stone’s seven-step formula for winning letters
• Five kinds of copy
• John Caple’s direct marketing principles
• 10 point direct marketing copy checklist
• Direct mail design
• “Who cares” test

Components of the direct mail package
• Outer envelope
• Sales letter
• Brochure
• Response device
• Lift letter
• Buckslip
• Case study or testimonial
• Reply envelope

What you need to know about direct mail production
• Printing
• Addressing vs. personalizing
• Variable data printing
• PURLS
• Postage
• Case study: Blue Cross Blue Shield