Direct EMarketing Postal Direct Mail Electronic Direct Mail

Direct & E-Marketing Postal Direct Mail Electronic Direct Mail Search Engine Marketing

Postal vs. Electronic Direct Mail • Email is faster, cheaper & usually provides a higher response rate (if from an opt-in list) • Postal has broader reach, broader acceptance and is less fleeting • Some hate commercial email, some hate junk mail, some hate both • Answer: know your audience (target market) and your product category

Postal Direct Mail Formats • Classic – traditionally includes at least a letter, brochure, and reply form in some form of envelope • Self-Mailer – does not have a separate outer envelope---letter, reply form and mailer are all one piece • Catalogs – often is almost as much a magazine as a listing of products and information

Classic Format May also include: • • Personalization of letter and offer Wide variety of sizes, colors and materials Computer CD or DVD (ex: AOL) Special offer inserts Involvement devices Second or “publishers” letter Invitation

Seven Step Formula for Effective Postal Direct Mail Letters • Promise most important benefit headline or in the first paragraph • Immediately enlarge on this benefit • Tell reader specifically what they will get • Back up claims with proof /endorsements • Tell reader what they risk by inaction • Rephrase prominent benefits in closing offer • Incite action. NOW.

Seven (plus 1) Step Formula for Effective Direct Mail Letters • Promise most important benefit headline or in the first paragraph • Immediately enlarge on this benefit • Tell reader specifically what they will get • Back up claims with proof /endorsements • Tell reader what they risk by inaction • Rephrase prominent benefits is closing offer • Incite action. NOW. • Always use a P. S.

Choosing the Lead for the Letter • News--if your product justifies it • How/What/Why--promise to answer one of these questions and enlarge on it • Numbered Ways--429 ways to make an “A” • Command--deliver with authority while not offending the reader • Narrative--are you a good story teller? • Question--specific, provocative, benefits

Electronic Direct Mail • Most of the suggestions for a postal campaign also apply to email • Major differences: – Shorter copy is usually better. Use 2 steps (link to website) for more detailed persuasion. – Plain text, rich text, or HTML – “From” & “Subject” lines are the “envelope” – Go long on info, short on puffery – Provide real value – Offer multiple response options (but always include a website link, preferably with “new window”) – Make opt-out easy (see CAN-SPAM requirements)

Postal Direct Seasonality and Frequency • For non-seasonal products: – Jan-Mar is best, Sep-Nov is next • Christmas gifts: late Sept-early December • When to repeat:

Electronic Seasonality and Frequency • Still experimenting with seasonality, but assume traditional schedule will apply • Frequency: – Twice a month seems to be OK for a house list – Make one of them an e-zine or newsletter format – Weekly is also common (especially travel related), but be careful of burnout…monitor opt-out rates • Most say Tuesday - Thursday is best for at work target markets • Noon arrival may increase response • Monitor your website traffic and aim for a couple of hours before peak time while avoiding low traffic days • Many advocate Friday – Sunday for at home target markets

Search Marketing Basics Definition Payment Structure Sample Providers Natural Search Appearing in response to keyword searches based primarily on the number and relevance of page links in your site. No fee to appear in natural search results. Search agencies charge to help optimize your site for better visibility. Google Yahoo MSN Ask Jeeves Paid Listings Text ads that appear above or to the side of natural search results. Bid for keywords on a cost-per-click (CPC) basis. Google Yahoo Search Contextual Ads Text or animated Bid for keywords on a graphical ads that appear CPC or cost-peradjacent to articles based thousand (CPM) basis. on the content of the article. Google Yahoo Search Kanoodle Paid Inclusion Paying to be included in a directory of participating sites. Yahoo Search Look. Smart Froogle Most directories priced on a CPC basis. Froogle is free service. From: Comprehensive Search Marketing Guide article

Summary of ‘e’ Methods Email and e. Newsletters Search Engines Web Ads Mailing list? Access to relevant & No list needed. permission based list needed. House list is best. No list needed. Direct Purchase? Ideally suited for direct purchase products. Well suited for direct Not best ROI, but purchase products. can be used for direct purchase products if very tightly targeted. Brand Building & Awareness? Email can work in some situations. Newsletters are better at this. Context ads work well, but other forms may be too expensive when direct purchase is not possible. Probably the best approach if appropriately targeted.