http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-

Quality-Email-List.html

http://fun-factory-store.net/blog/

Agenda Direct mail myths and realities

Why you should be using direct mail

11 Best Practices

Key takeaways and audience questions

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Direct Mail Myth:

“Direct mail doesn’t work

for our business”

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Myths and Realities

Direct Mail Reality:

Direct mail works for a variety

of business types!

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Myths and Realities

Myths and Realities

Myths and Realities

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Myths and Realities

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Myths and Realities

Myths and Realities

In Fact…

I would challenge you to

name an industry that I

couldn’t find direct mail being

used successfully!

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Myths and Realities

Why use direct mail?1. Get new customers

2. Reactivate old customers

3. Upsell, resell, cross-sell

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

It’s Personal Address customers by name

Speak to them individually

Appeal to their unique interests

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

It’s FlexibleWide variety of inexpensive

and creative formats

Why use direct mail?

Why use direct mail?

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

It’s FlexibleWide variety of inexpensive

and creative formats

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

It’s FlexibleWide variety of inexpensive

and creative formats

Why use direct mail?

It’s Targeted By location

By income

By interests

By what they’ve previously purchased

http://fun-factory-store.net/blog/

Why use direct mail?

Why use direct mail?

It’s Tangible

Allows you to physically

place your message in

customers’ hands

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

It’s Relevant

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

It’s Cost Effective“Even though direct mail seems old school, it’s really sexy

for the marketer, the reason being that there’s less clutter.

So you get more effective impressions.”

– Dave Scott, CEO of online lead list generator Marketfish

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

It’s Cost Effective

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

Cost per order/lead:

Catalogs: $47.61

Email: $53.85

Paid Search: $99.47

People Like It60% of people prefer direct mail to

other media and have an

‘emotional connection’ to it.

-Source: Epsilon Targeting

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

Easier to Stand Outfrom Competition

Not lost in flood of email

Signals professionalism

Direct mail sticks around

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Why use direct mail?

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

1. Create a marketing calendar

Plan in advance

Tie promotions to seasons/events

Mail most during best times of year

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

2. Get a good list

Build your own over time

Use a list broker

Test small segments, then scale up

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

3. Split-test multiple formats/copy/offers/images

Every mail is an opportunity to test

Creates constant improvement

Test formats, headlines, offers

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

4. Personalize PURLs

Hand-written envelopes

Live stamps

Variable printing

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

5. Be Creative #1 objective is to get mail opened!

“Lumpy” mail

Creative envelopes and boxes

Stand out from the crowd!

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

6. Follow the rules of good marketing copy

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

Strong headlines

Clear call-to-action

Scan able text

Drive to website with

free offers or

gift cards

7. Drive them to your website

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

8. Blanket the area around your business with EDDM

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

9. Create ‘Thank You’ campaigns to lock in new customers

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

Send a thank you immediately after

purchase

Offer discount for

next purchase

Offer discount

for referrals

10. Create customer reactivation campaigns

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

Strong offer to get the customer purchasing again!

11. Support your direct mail campaigns with other channels

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

11 Best practices for using direct mail

Increase direct mail campaigns by up to 20%!

Summary Direct mail WORKS!

It’s cost effective

Allows you to be very creative

Separates you from the pack!

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html

Questions?

http://fun-factory-store.net/blog/Best-Practices-For-Building-a-High-Quality-Email-List.html