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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 |
Tabla de Contenidos:
- 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
- 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
- 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?
- 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
- 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