copyright © 2014 by the university of kansas using direct mail
TRANSCRIPT
Copyright © 2014 by The University of Kansas
Using Direct Mail
Copyright © 2014 by The University of Kansas
What is "direct mail"?
Direct mail is a type of direct marketing and part of social marketing, used to obtain information or a
donation from the prospect.
Copyright © 2014 by The University of Kansas
Why should you use direct mail?
• It's cost efficient.• Consumers and businesses are receptive to
direct mail.• It is a powerful revenue-building tool.• It works.• It can be focused on a target audience.• It has predictability and measurability.
Copyright © 2014 by The University of Kansas
What goes into the direct-mail package?
• The Envelope• The Letter• The Reply Device• The Return Envelope• Other Enclosures
Copyright © 2014 by The University of Kansas
How do you put together a direct-mail package?
• Compile or buy a mailing list.• Plan the goals and strategy for your direct mail
package.• Decide on a format.• Determine the budget.• Create the package.• Print it.• Mail it.• Follow up.
Copyright © 2014 by The University of Kansas
How do you know if the mailing was effective?• Test 6 key things:• Offer• Cost• Package• Copy• Timing• Mailing List
• Identify your variables• Track your results