direct mail, 10 tips!
DESCRIPTION
Top 10 tips of getting your Direct Mail read!TRANSCRIPT
2011
THE DETAIL, ARTWORK AND INFORMATION IN THIS PRESENTATION REMAIN THE INTELLECTUAL PROPERTY OF CFLUNAUTHORISED COPYING OR REPRODUCTION, IN WHOLE OR IN PART, WILL RESULT IN PROSECUTION
CFL MARKETINGDirect Mail - 10 Tips!
ContentsThe Issue
Overview
Strategy
Instinctive response
“Eye magnet” words
“Follow others” response
Avoidance of Pain
Slide under the radar
Personalise
No Envelope?
Creative
Less is more
Hierarchy of Messaging
About us
Clients
Contact Us
Research has shown we have three seconds to convince our target to open our mailing. If we
don't hook people then, it will be lost to the bin!.
Nearly three-quarters of all envelopes mailed are plain white like most of the other envelopes,
look and feel like every other envelope in our target's mailbox.
Fortunately, there are things you can do to prompt people to open your mailers, and some
of them appeal directly to the way human brains are hardwired.
The Issue!
Overview - Direct Mail
Obviously you have to factor in the extra cost of the postage, so DM is too expensive for your day to day
communication
However, DM is still the best contact method where you either need to make a good impression or when it is a
special occasion
When it comes to birthdays or Xmas an email will never generate the same impact as a fully personalised
printed card
DM is also still the best contact method for business communication
Overview - Direct Mail
With DM, as the communication is physical it is much more tactile, therefore the critical elements
here are design & format
In order for the design to be impactful, we need to get the hierarchy or messaging right (see slide 15)
Strategy
Data Design
Offer
If any of the sides of this square are missing or ineffective, the activity will fail
Timing
Success
1. instinctive response.
Opportunities that are limited to certain groups of people or to certain times are perceived as more valuable than others. Therefore, they can trigger
an instinctive response.
Try a date or an "urgency phrase" like "Update," "Response Needed" or "Second Notice" stamped
on your mailing mechanic.
2Use "eye magnet" words. Numerous eye-tracking studies have revealed that certain
words simply attract the human eye more than others. Write your teaser copy using words like
"announcing," "introducing," "new," "now," "finally" and "soon" to increase your target's
engagement with your piece.
2. “Eye Magnet” words.
When people aren't sure what decision to make, they look to others and do what they do.
To trigger this response, use customer testimonials or stats about how many customers you have for example.
3. “Follow others” response.
People are often more motivated by the avoidance of pain than the achievement of
pleasure.
So instead of saying "Take advantage of this great offer," you should try "Don't miss this
great offer."
4. Avoidance of Pain
Design your mailing to slide in under the radar. People will quickly scan a piece of mail to determine if they need to
open it.
If your piece looks important or official, it's much more likely to get opened.
5. Slide Under the Radar!
Personalisation is key – make sure the recipients name is clearly used throughout the piece.
This tends to work best when digital print is used and is integrated into the artwork.
6. Personalise!
Don’t use an envelope at all! – Avoid the mailer not being opened at all.
Use a postcard, tabbed folded card or even a transparent polybag – The Recipient will be able
to see the detail instantly on the door mat!.
7. No Envelope?
Make sure the design and creative is fit for purpose.
Not just pretty to look at but easy to read, and inline with the target audience.
8. Creative
Less is very often more!
What can be sacrificed to ensure the best communication?
9. Less Is More
10. Hierarchy of Messaging
What are the key messages you want to communicate?
These then need to be prioritised
What is vital to success?
10. Hierarchy of Messaging cont...
1: Who’s it from
2: What’s the offer
3: What’s the sub offer
4: Response mechanic
5: Support copy
You have a very short length of time to get from message 1 to 4 before the decision is made to respond
(or not) to the mailing
Window of opportunity
About Us
Having been around since 1984, there isn't much we don't know about direct marketing and to the leisure industry in particular. We've seen the industry go through some major changes in our time.
CFL have provided unique, effective and relevant direct marketing solutions to our customers, using a product portfolio covering all aspects of direct marketing - from Direct Mail to Digital Marketing.
We have developed an extensive client portfolio by adapting our marketing solutions for industries as varied as Recruitment Consultants, Charities and Retail Chains - consistently providing outstanding response.
Possessing that rare combination of operational experience, marketing flair and industry knowledge, our dedicated client services team will custom build a solution to fit any given brief or requirement.
Clients - Pub/bar Chains
Clients - Nightclubs
Clients - Independent Venues
Clients - Leisure
Clients - Enterprise Brands
Clients - SME’s/Charities
