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The direct mail revolution : how to create profitable direct mail campaigns in a digital world /
The decline in email open and click-through rates is one of the many reasons why direct mail has made a dramatic comeback in both usage and effectiveness. In 2016, direct mail response rates increased to 5.3% to house lists and 2.9% to prospect lists. Over the last decade, the US Postal Service hand...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Irvine, CA :
Entrepreneur Press,
[2019]
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 019 | |a 1243141904 | ||
| 020 | |a 1613083890 |q (electronic book) | ||
| 020 | |a 9781613083895 |q (electronic book) | ||
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| 049 | |a UAMI | ||
| 100 | 1 | |a Bly, Robert W., |e author. | |
| 245 | 1 | 4 | |a The direct mail revolution : |b how to create profitable direct mail campaigns in a digital world / |c Robert W. Bly. |
| 264 | 1 | |a Irvine, CA : |b Entrepreneur Press, |c [2019] | |
| 300 | |a 1 online resource (269 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a Cover; Title Page; Copyright; Dedication; Contents; Acknowledgments; Introduction: The New Direct-Mail Revolution; Powerful Evidence of Direct Mail's Comeback; Why I Wrote This Book; Who Should Read This Book; About the DM Samples in This Book; Print Is Far From Dead, Even Among Millennials; Why Our Brains Prefer Ink-on-Paper Marketing; Yes, You Can Do Direct Mail; Part I: Direct-Mail Planning and Strategy; Chapter 1: Getting Started in Direct Mail; The Direct-Mail Renaissance; So What Exactly Is "Direct Mail"?; Who Uses Direct-Mail Marketing?; Advantages of Direct Mail | |
| 505 | 8 | |a Drawbacks of Direct-Mail MarketingThe Direct-Mail Mindset; 60 Ways to Use Direct Mail; Chapter 2: Planning: The Professional Approach; Step 1: Selecting the Medium; Step 2: Selecting the Product or Service to Promote; Step 3: Establishing Objectives; Step 4: Targeting the Right Market; Step 5: Finding Mailing Lists; Step 6: Choosing a Format, Tone, and Style; Step 7: Determining Your Unique Selling Proposition; Step 8: Identifying Supporting Features and Benefits; Step 9: Creating Your Offer; Step 10: Scheduling Your Mailing; Part II: Creating and Producing Direct-Mail Campaigns | |
| 505 | 8 | |a Chapter 3: Creating Irresistible Direct-Mail OffersThree Offer Elements; Direct-Mail Success Depends on the Offer; The Six Characteristics of an Irresistible Offer; Offers for Lead-Generation Direct Mail; Using Multiple Offers in One Mailer; Offers for One-Step Direct Mail; Lead Magnets; Audio and Video Lead Magnets; Enhancing the Hard Offer in Lead Generation; Guarantees; Deadlines and Other Act-Now Incentives; Mail-Order Offers; Setting Your Goals; Chapter 4: Mailing Lists; The Importance of the List; Identifying List Requirements; How Many Names on the List Should You Mail? | |
| 505 | 8 | |a Minimum List Rental RequirementsRenting Mailing Lists; Recency, Frequency, Monetary (RFM); Where to Rent Mailing Lists; 16 Tips for Profitable List Selection and Usage; Chapter 5: Writing Direct-Mail Copy that Sells; Copy Is King; Know Your Product; The "4S" Formula for Clear Writing; The BDF Formula for Reaching Your Prospects on a Deeper Level; Ten Tips for Writing Winning, Persuasive Direct-Mail Copy; Six Common Copywriting Mistakes; The Motivating Sequence; Be Credible About What You Offer; The Nine Fundamentals of Persuasion in Print; Chapter 6: Direct-Mail Graphic Design | |
| 505 | 8 | |a Color in Direct-Mail DesignDesigning the Sales Letter; The Outer Envelope; Reply Element; Brochure; Buck Slip; Lift Note; Chapter 7: Direct-Mail Production; Setting Your Production Schedule; Calculating Cost Per Thousand; Calculating Break-Even; Affixing Postage to the Mail Piece; Third-Class vs. First-Class Mail; Business Reply Mail; Printing and Letter Shop; Chapter 8: Direct-Mail Testing; A/B Split Tests; Number of DM Pieces Per Test Cell; Package and Element Testing; Tracking Responses; Rollout; The Three Most Important Factors to Test; Other Test Variables | |
| 500 | |a Ten Rules for Direct-Mail Testing | ||
| 520 | |a The decline in email open and click-through rates is one of the many reasons why direct mail has made a dramatic comeback in both usage and effectiveness. In 2016, direct mail response rates increased to 5.3% to house lists and 2.9% to prospect lists. Over the last decade, the US Postal Service handled 27.7% less mail than before. Less mail in the consumer's mailbox means less competition and a better chance of your direct mail piece being noticed, read, and responded to. | ||
| 588 | 0 | |a Online resource; title from digital title page (viewed on February 17, 2020). | |
| 590 | |a eBooks on EBSCOhost |b EBSCO eBook Subscription Academic Collection - Worldwide | ||
| 650 | 0 | |a Direct marketing. | |
| 650 | 0 | |a Sales letters. | |
| 650 | 0 | |a Marketing |x Graphic methods. | |
| 650 | 6 | |a Marketing direct. | |
| 650 | 6 | |a Lettres publicitaires. | |
| 650 | 6 | |a Marketing |x Méthodes graphiques. | |
| 650 | 7 | |a sales letters. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Direct marketing |2 fast | |
| 650 | 7 | |a Marketing |x Graphic methods |2 fast | |
| 650 | 7 | |a Sales letters |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Bly, Robert W. |t Direct Mail Revolution : How to Create Profitable Direct Mail Campaigns in a Digital World. |d IRVINE : Entrepreneur Press, ©2019 |
| 856 | 4 | 0 | |u https://ebsco.uam.elogim.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1991466 |z Texto completo |
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| 938 | |a EBSCOhost |b EBSC |n 1991466 | ||
| 938 | |a Recorded Books, LLC |b RECE |n rbeEB00769830 | ||
| 994 | |a 92 |b IZTAP | ||