1. 10 Advantages of DM
Why you should go for it?
Direct Marketing Tips by Mediapost Hit Mail
#8
2. 1. It’s Measurable
Hasn’t this always been the most
trumpeted virtue of direct marketing?
Yes.
Now you can track long-term
customer behavior and value
of a name - one customer at
a time.
That means you now see the
longer term pay-off of any
addressable communication.
The effects of this can be
startling.
3. Which wine is better? 2. Tests
You will know when
you test them all.
Testing is how you discover
what works, or what could
work better. The direct
marketing allows you to test
almost everything, as it
gives you permission to be
far braver in forecasting.
You know. You don’t guess.
4. 3. Money and information
Every customer has two
things of value: money and
information. If they don’t
want to give you the first, ask
for the second. When you use
direct marketing, market
research is already included
in the price.
5. You can use direct marketing not only for selling stuff.
You can say “thank you” or “sorry”. You can say
“goodbye” or “welcome back”.
It’s called relationship.
Maybe you even value your customers as human
beings, not as wallets on legs. Wonders never cease...
4. Being personal
6. Maybe you have a target moment. DM lets you target
individual timelines, not just collective ones - birthdays as
well as Christmas. People who have just bought a house.
People whose insurance is up for renewal. People who are
getting married - or divorcing.
5. Timeliness
People also have a moment in the day - or week, which they
reserve for paying bills, answering queries, organizing
holidays.
Miraculously, your direct marketing effort reaches them at
precisely this moment...
7. 6. Personalization
With digital print and e-mailing
software, it’s perfectly possible to
have as many creative variations
in a mailing as there are people
reading it. Some companies
recently wrote to people showing
an aerial photograph of their
business or garden.
Personalization is strong with its
sense of acknowledgement and
exclusivity. Use it.
8. 7. Flexibility
Do you want a 30-second (e)mailing or a 30-minute
(e)mailing? Space and time constraints of other media don’t
apply to direct marketing.
Need to show a range, not a single
product? Or need to talk about the
intricacies of a financial product?
No problem - you can be as
detailed, precise, expansive,
loquacious, articulate or wordy as
you want. Or as brief.
Shape it as you want, but don’t
forget to check if it is working for
you.
9. 8. Cost effectiveness
(whether cheap or expensive)
The simple door drop is still the least
expensive way to reach every household
in the country. On the other hand, you
can send elaborate mail which looks a
million dollars investment and costs a
little less. Why? Well, it shows you care.
And people talk about it. One US agency
routinely produces mailings costing
$100 or more per head. The target
audience? Bloggers. Mail one person
nowadays and a million people may get
to hear about it.
10. 9. Attention
People pay attention to the DM. Sure,
they chuck some of it away, we don’t
deny it. But when for example they
open the direct mail envelope, they
look at it. You can’t read your post
while surfing the web or driving a car.
Even if just for a minute, you do gain
someone’s undivided attention.
And curiosity is extremely powerful
tool for direct marketers.
11. 10. Call for action
On a final, serious note,
most charities depend on
mail for their existence.
That’s not because other
media can’t do a great job
persuading people to save
the whale or the planet. It’s
because no medium can
beat mail for translating soft
opinions into hard action.
12. The End
1. Why Do You Need Your Own Database?
2. How to Build a Database?
3. How to Manage Your Database?
4. How to Segment your Customers?
5. Tests - How to Run and Analyze Them?
6. The Deliverability Problem
7. Personalization
8. Online & SMS Promotions
9. Useful Direct Marketing Tips
10. How to Launch Your CRM Program?
11. The Advantages of Direct Marketing (Summary)
13. Our contacts:
9 Sveti Sedmochislenitsi Str.,
Sofia 1421, Bulgaria
Phone: (+359) 2 962 86 29
Fax: (+359) 2 962 86 29
Mobile: (+359) 885 360 715
E-mail: office@mediaposthitmail.bg
Web: www.MediapostHitMail.bg
The Final Note...
14. Hello,
If you are about to start direct marketing (DM) for your business, what would you do first?
Our “Direct Marketing Tips” series is now over. And you can answer this question by starting to build your
own database.
Did you like our DM series? Is there something else you would like us to share with you? Are you now
convinced that DM could be useful for your business? If you need another proof, just contact us and we
will convince you?
We won’t stop now - next week we will send you a feedback questionnaire because we really need your
opinion. Please fill it and let us know what do you think about this set.
Meanwhile, do you want to meet us in person to discuss how could you apply direct marketing in your
business? Call us NOW at +359 885 360 715 or send us an e-mail at office@mediaposthitmail.bg.
We have a surprising time-limited discount waiting for you, being a valuable subscriber of our DM Tips
set. Use it now, because it will expire in two weeks!
See you soon!
Hristo Radichev
Country Manager, Mediapost Hit Mail
P.S. Just consider that if you give us a try and your test results are better than ours in 2 out of 3 times, you
will get all your money back. Immediately. A good deal, isn’t it?
P.P.S. We are Mediapost Hit Mail. We provide high quality DM services. And we guarantee you will get
the most relevant results.
