Chapter 15 Direct Mail

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Chapter 15Direct Mail

• Advantages and Disadvantages
• of Direct Mail
• 5 Components of a Direct Mail
• Package

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Direct mail

• What is direct mail? Letters and accompanying
  material mailed to large groups of people
• Sometimes its called junk mail
• U.S. News World Report says, the average
  household receives 34 pounds, or more than 550
  pieces, of direct mail annually.

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Direct mail is used

• to sell goods and services
• to raise funds for non-profit and political
  organizations
• to encourage people to join and support an
  organization
• to inform members of a group about the groups
  upcoming events and activities
• to educate specific audiences about issues
  likely to be of concern to them

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News releases vs. Direct mail

• News releases
• Are sent to media editors for possible use

• Direct mail
• Reaches people as a direct communication from the
  organization
• Ensures that the message is exactly as you want
  it
• Means that you control the exact timing and
  context of your message

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Advantages of direct mail

• targeting your communication to specific
  individuals appropriate mailing list (org.s
  members, past contributors, employees, customers)
• personalization
• cost effective

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Disadvantages of direct mail

• Its image as junk mail
• however, every dollar spent on direct mail
  brings in 10 in sale AOI (return on investment)
  more than twice that generated by a TV ad
• Information overload

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5 components of a direct mail package

• 1. mailing envelope
• - the headline of a direct mail package
• - make an envelop attractive and appealing
• - should always have the name of the
  organization and the return address in the
  upper-left corner (ethics)

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• 2. The letter
• Headline and first paragraph most-read part of a
  letter/ should grab the readers attention
• Typeface and length maximum of 2 to 4 pages/ a
  typewriter font makes the letter appear more
  personal than a fancier typeface
• Postscript (p.s.) second most-read part of a
  letter/ restate the benefits of an offer or
  underscore the urgency of a need

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• 3. Brochure (chap. 12)
• Describes a product, service, organization, or
  company
• Supports the mailings offer, adding credibility
  to the overall message

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• 4. Reply card
• Printed on index-card stock (more rigid)
• Usually 4 by 6 inches
• Should contain all the information you and the
  reader require (name, address, payment
  information)

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• 5. Return envelope an envelope with a return
  address
• Ensures privacy (check or credit card)
• Postage-paid envelope (profit)/ respondents
  provide their own postage (non-profit)

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• Gifts
• Ex) address labels, greeting cards, calendars
• Give the person a reward for opening the
  envelope

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Winning Direct Response Advertising by Joan
Throckmorton

• Premise 1 We're here to get a customer, not
  just to make a sale.
• Premise 2 Set up a positive dialog.
• Premise 3 The customer is always right.
• Premise 4 Listen to the customer first.
• Premise 5 Maintain your credibility.

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Some guidelines from Throckmorton

• Get the envelope opened
• Use an appropriate voice
• Always include a letter
• Include a brochure