Direct Mail Made Easy Mailpiece Design

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Direct Mail - Made EasyMailpiece Design
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Compose
The Creative Process In Direct Mail
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Compose
Designing Your Creative

• After youve plotted your strategy, it is time
  to start conceptualizing.
• What format do you want ?
• Budget plays a defining role.
• Some widely used choices are

• Traditional Mail Package
• Postcard
• Self-mailer

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Compose
The Traditional Mail Package

• Envelope the door
• Letterthe selling proposition
• Brochure the store
• Reply device how to buy

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Compose
The Envelope

• The outer envelope is the door to the store if
  it doesnt get your customer in, you lose the
  sale.
• Youve got about 3 seconds to get the prospect to
  open it.

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The Envelopes Job is to Get Itself Opened
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Envelope Considerations
Compose

• 10 says business
• Odd sizes are typically consumer oriented

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Envelope Considerations
Compose

• Colored envelopes tend to denote an event or sale
• Dont make it too cute or it may never get
  opened
• Teaser copy
• Says this is advertising
• Best for consumer mailings
• Dont give away your story... Make them open it

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Teaser Copy
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Addressing
Compose

• Personalized works best
• Print directly onto the envelope
• Address labels are acceptable for promotional
  mailings

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Elements of a Good Letter
Compose
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Compose
How to Write a Letter That Will Get Read

• Keep it as short as possible, but as long as
  necessary
• Use crossheads (a miniature Johnson box) to
  break up sections of your letter. Its easier for
  people to read that way
• Talk benefits benefits benefits

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Compose
How to Write a Letter That Will Get Read

• Include a P.S., which, like the Johnson box,
  will attract the readers attention
• Make sure your address and/or web site, phone
  number are on the letter and every other part of
  your package
• Be personal, be personal, be personal!

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Dont Send A We-We Letter

• 7 wes
• 3 uss
• 2 ours
• Only 2 yous

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The 50 You Letter
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Headline

• One or two quick benefits
• If you can save them time or money say so!
• Give a reason to continue reading
• Make a big promise
• Be sure you can fulfill it

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The Opening
Compose

• The reader doesnt give a darn about you he is
  concerned about himself
• Identify a need that your product or service can
  fulfill

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Preview Your Offer
Compose

• Make a brief reference to your offer
• Yours free no obligation
• See for yourself Free demonstration or trial
• Make the reader comfortable
• Send no money now
• No obligation

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Sell

• Make your letter easy to read
• Break up your copy with bullets and subheads
• Mention your offer more than once
• Get personal with your reader
• Keep your graphics simple so they dont distract
• Make good use of the word younot me

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Dont Overwhelm The Copy..
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The Offer
Compose

• Free information
• Samples
• Free trial
• Discounts
• Time limit
• Get a friend

• Free gift
• Special event
• Buy one-get one free
• Volume discount
• Exclusive rights
• Upgrades

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Six Ways To State The Same Offer
Compose

• Half price on 10 product
• Buy 1- get 1 free
• 2 for 1
• Save 50
• Save 5.00
• Was 10 Now 5
• 1 for 9.99-1 for 1 penny

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The Guarantee
Compose

• People dont want to make a mistake
• Show you can be trusted
• No risk or risk free are better than money
  back if you arent satisfied
• Dont bury the guarantee

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Call to
Compose

• Tell your readers what you want them to do
• Send in your reply card now
• Give us a call
• Come in today
• Spell it out dont assume youve gotten through
• Include an expiration date

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Tell Them What You Want Them To Do..
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Compose
The Brochure

• The brochure is your store
• This is the area where you can sell products
  both visually and with copy

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Compose
The Response Device

• Make it easy for your customers to respond!

• Restate the offer
• Impose a deadline
• Offer a bonus to act now
• Include a postage-paid reply card or envelope
• An 800 phone number
• Your web address
• Your fax number

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Self-Mailers
Compose

• Any format that has no envelope
• Single or double postcard
• Folded flat page
• Often attractive because of lower cost
• Perceived by recipient as being cheaper

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Self-Mailers
Compose

• Most people look at but dont read self
  mailers
• Best for very simple pitches
• Announcements
• Referrals to web-sites

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Writing Self-Mailers
Compose

• Used frequently for impulse purchases
• Seminars
• Newsletters
• Not recommended for offers requiring payment
• No reply envelope

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Writing Postcards
Compose

• Keep it simple not more than two or three points
• Dont try to reduce a standard package to a
  postcard
• Often used in a series over a period of time

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A Well Executed Postcard
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Final Notes on Creative

• Watch your budget. Its easy to get carried away
  with the bells and whistles. Test these
  judiciously
• Free is a VERY powerful word. Use it wisely
• A free gift makes the recipient feel more
  obligated to respond to you
• Your creative represents your brand, your product
  and your commitment to fulfilling customer
  expectations. Make it as wonderful as it can be

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Your Mail Is Your Image.
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Compose
Testing

• Testing your Direct Mail package is how you
  evaluate the effectiveness of your program

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Compose
Why Test?

• Testing a small audience before you mail to a
  large one can save you from making costly
  mistakes
• To understand how a program will respond when you
  mail larger quantities
• To understand what offers your customers respond
  to

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Why Test?

• To understand which creative formats are most
  cost-effective when considering cost vs. response
• To test the new creative
• To fine-tune a campaign thats already successful

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Compose
Key Things to Test

• Theres never a wrong time to test. Nearly
  everything can be or should be tested!
• Offers Free sample, 2 for 1
• Price Quantity discount
• Product Seasonal gifts, multiple products
• Creative Envelope teaser,
  testimonials
• Package Format Postcard, self-mailer,
  oversized envelopes

FIND OUT WHAT WORKS BEST FOR YOUR CUSTOMER!
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Compose
Ideal Times To Test

• If youre considering expanding your market
• If your marketing changes (e.g. price or offer)
• When you introduce a new product

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How To Test

• Have a valid sample
• Test one thing at a time
• Mail everything on the same day

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The Direct Marketing Association www.the-dma.org

• The oldest trade association devoted to direct
  marketing
• Established in 1917
• Over 3,700 members
• IBM, Chase, Amazon.com, Staples, eBay, Proctor
  Gamble to name a few
• Library Resource Center
• The DMA maintains the worlds largest database of
  direct marketing information and resources

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The Direct Marketing Association www.the-dma.org

• Conferences
• - Over 20 events annually
• Seminars
• - Over 30 classes to increase your direct
  mail skills
• - Expand on what youve learned today in
  Mailpiece Design, attend The DMA Seminars
• Creative Strategy
• Secrets of Copywriting
• Special Interest Councils
• - 16 unique special interest groups based
  on business specialty

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Thanks for Listening