MC4304-Direct Mail - 7/28/11 Designing for Direct Mail...

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7/28/11 1 Designing for Direct Mail MC4304: Advertising Portfolio Emmeline Aguirre, MA What is Direct Mail? Delivers message directly to customers’ doors MC4304: Advertising Portfolio Designing for Direct Mail Why Use Direct Mail? People like getting mail. 98 percent of consumers bring in their mail the day it’s delivered 77 percent sort through it immediately 55 percent of consumers “look forward” to discovering the mail they receive Source: www.usps.com MC4304: Advertising Portfolio Designing for Direct Mail
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7/28/11 2 Benefits of Direct Mail Targeted Personal Flexible Tangible Measurable (inquiries or coupons) Easy and Cost-effective MC4304: Advertising Portfolio Designing for Direct Mail Direct Mail vs. Other Direct Marketing Media Second highest ROI (20 percent) for acquisition in 2009. Second highest ROI (25 percent) for customer-retention perspective in 2009. Most marketers anticipate using direct mail (65.6 percent) for customer- retention efforts in 2010 . (Source: Hal ie Mummert, Cover Story: Media Usage Forecast 2010 March 2010, Target Marketing is a content partner of the American Marketing Association, Target Marketing Group of North American Publishing Company (NAPCO). http://www.targetmarketingmag.com) MC4304: Advertising Portfolio Designing for Direct Mail Planning Your Direct Mail Piece Determine Target Market existing customers potential customers MC4304: Advertising Portfolio Designing for Direct Mail
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7/28/11 3 Planning Your Direct Mail Piece Make a Compelling Offer Relate to the audience. Contribute to business objectives. Appeal to customers’ emotions. Create excitement.
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MC4304-Direct Mail - 7/28/11 Designing for Direct Mail...

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