DIRECT MAIL - NOTES

How is direct marketing different from regular marketing? Different than advertising?

• It's measurable - results driven
• It has a response device
• It provides an opportunity for more precise targeting of recipients through mailing lists
• It calls for immediate action

What must direct mail accomplish to be successful?

• Generate interest
• Be relevant to the target
• Maintain continuity / consistency with the brand
• Provide the viewer with something to take away
• Prompt response

What is the path to successful correspondence?

• Engage
• Educate / Entertain / Inform
• Initiate (CTA)

How can you drive response with direct mail?

• Reply card
• Phone #
• URL
• Coupon

Is direct mail group or individual marketing?

• Both - targeted to group but personalized

Where are the two most important places to direct the eye in direct mail?

• Starting point
• Offer box

What are considerations / parameters for creating a direct mail piece?

• Size
• Paper
• Printing
• Postage