Direct Marketing
Chapter 18
Creating Direct Mail
Packages
Creating Direct Mail Packages
One of the main media for Direct
Marketing
Direct mail comes in a variety of formats,
sizes and shapes depending upon the
target group, objectives and budget
Creating Direct Mail Packages
Postage
• Standard rates when mail meets certain
minimum quantities
• Sorting provides different discounts
• NCOA National Change of Address File
• Coding Accuracy Support System CASS
• Nonprofit rate
Creating Direct Mail Packages
The most effective mailing package
consists of outside envelope, letter,
brochure, response form, and
business reply envelope.
Creating Direct Mail Packages
Details that make a mailing seem more
relevant, such as personalization and
blue signatures on letters, improve
response
Creating Direct Mail Packages
Response devices are another
important element in direct mail and
should be included, even when mail
is not the main way of responding
Creating Direct Mail Packages
Copy should emphasize benefits to the
reader, and support the benefits with
features, advantages and motives
Creating Direct Mail Packages
Brochure
• Visualization tool
• Contains detailed or lengthy information
• Response information included
• Provides pass-along readers
• Every panel stands alone
• Sales message should not be panelized
Creating Direct Mail Packages
Response Devices
• Give explicit instructions
• Never called a response device
• Clear, convenient and easy to complete
• Provide for multiple channels for
response
• It may be symbolic, but it sets the
response in motion
Creating Direct Mail Packages
•
•
•
•
Involvement Devices
Buckslip
Lift Letter
Case Studies and Testimonials
Mail Creating Direct Packages
• Self- Mailers are stand-alone one-piece
mailings. They are most often used for
single product offers seminars and lead
generation. They are favored in the B2B
marketplace. They are the most costefficient form of direct mail package.
Creating Direct Mail Packages
Postcards
• One of the lowest cost direct mail tools
• Low-risk, soft offers in prospecting and
reminders
• Double postcard - one side is the reply
Mail - Creating Direct Packages
Writing Letters
Attract
ATTENTION
Develop
INTEREST
Create
DESIRE
Get
ACTION
Mail - Creating Direct Packages
1.
2.
3.
4.
Bob Stones Seven-Step Formula
Promise your most important benefit in your
headline or first paragraph.
Immediately enlarge on your most important
benefit.
Tell readers specifically what they are going
to get.
Back up your statements with proof and
endorsements.
Mail - Creating Direct Packages
Bob Stones Seven-Step Formula (cont.)
5. Tell readers what they might lose if they
don’t act.
6. Rephrase your prominent benefits in your
closing offer.
7. Incite action.
Key Points
• Variety of forms
• Most effective package includes, outside
envelope, letter, brochure, response form, and
business reply envelope
• Include Response Device
• Details matter
• Copy should emphasize benefits and support
features, advantages and motives