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Direct E-Marketing

Postal vs. Electronic Direct Mail. Email is faster, cheaper

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Direct E-Marketing

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

    2. 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

    3. 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

    4. 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

    5. 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.

    6. 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.

    7. 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

    8. 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)

    9. 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:

    10. 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

    11. Search Marketing Basics

    12. Summary of ‘e’ Methods

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