Direct Mail

Direct mail allows you to target a specific market better than any other advertising

The Five W’s

     Why – specific markets Who – those segments most interested in your product When – when it would be most likely to catch their attention and fulfill an upcoming need Where – to the business or residence of your targeted potential consumer What – all the information necessary to understand the product

Components to a Direct Mail Piece

    Sales letter ◦ Must quickly grab the prospects attention Mail piece ◦ Brochure or flyer that sets an image for the company or product Business reply card ◦ Allows the customer to reply the mailing easily No. 10 business envelope ◦ Standard business size

How to write a direct mail letter

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Letterhead  Company logo, name, and address.

Addressee  Include person or business being addressed with a generic introduction. Try to personalize as much as possible.

Attention-grabber  This is the most important part of the letter!

Focus on benefits  Understand the difference between a feature and a benefit.

Cont’d

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Testimonial  Used to add credibility to the product or service.

Highlight key phrases  Key phrases that stress benefits help keep the reader interested in the product.

Call to action  Make it easy for the readers to act.

Add a postscript  A grabber “P.S.” statement will ensure the message isn’t lost.

Production and Distribution

 To save time and energy in creating a direct mail piece, enlist the assistance of a creative service.

◦ Mailing list broker ◦ ◦ ◦  Specialized industrial or membership directories, telephone books, and/or magazine subscription lists.

 Copywriter Will know how to phrase your USP Graphic Designer, Illustrator, Photographer, Printer  Mail house Large mailings require additional support from mail houses that specialize in direct mail distribution

Advice on Direct Mail

       Know the break-even point Test small mailings Choose your best lists carefully, and use this list frequently!

Focus your message Use coupons and redemption offers Make it easy to respond Test and refine