Drayton Bird presented the topic of copywriting, email versus direct mail at the Email Marketing Day at Your Desk organized by Markedu. You can learn more about Drayton Bird and EADIM at http://www.eadim.com and about Markedu at http://www.markedu.com

1. E-mail versus direct mail:
what differs, what doesn’t -
and why
Drayton Bird
October 2011

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
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5. “Email Savings Threaten a $196.8 Billion
Direct Mail Market”. By 2010, “direct mail
will almost be a hardly-remembered relic”.
Gartner, 2002

6. Three emails with follow-up…
 Got adivision of DHL their entire year’s target
…
 In a couple of weeks
 By understanding how the poor despatch
manager feels –
 Ignored by everyone till things go wrong

9. E-mail: what counts
 Sender’s name critical
 Then the subject line
 People hate spam more than “junk”
 Obvious benefits stopped by filters and
jaded recipients - unless they know you
 Quirky lines often do best
 Text-look beats fancy html

10. E-mail what works
 First names lift response
 Second names don’t
 Follow-ups can get almost as many
responses as first email
 Keep emailing till it doesn't pay
 Short e-mails leading to long landing
pages pay
 Short videos work like a dream

13. EADIM Landing Page
 6,922 words
 Plus 12 videos

14. Don’t use it in isolation

16. Email follow up

17. That campaign used
 8 page letter
 Email follow-up
 Follow-up 8 page letter
 Landing page
 Video demonstration
 Phone follow-up
 Personal selling

18. More examples

19. Put in Insert from Marta

29. Three secret weapons
1. Honesty
2. Charm
3. Surprise

30. 101 helpful marketing ideas,
free
• Each takes a couple of minutes to read
• You get one every few days
• Marketers all over the world read them
...
• Including a few multi-millionaires
• Go to
www.draytonbirdcommonsense.com
• Why not make a note of that?