3. DIRECT MARKETING PRIMARY MEDIA
• Direct Mail—Just staying in touch
• Newsletters
• Specialty Magazines
• Greeting Cards
• Special Offer Messages
• Telephone Marketing—Let’s talk
• Prospecting
• Closing
• Servicing
• Supporting
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4. THE SECRET OF DIRECT MARKETING
SUCCESS: THE LIST
• LIST ORIGINS:
1. COMPILED LISTS—EXTERNALLY
GENERATED
-Purchased Or Rented
2. RESPONSE LISTS---INTERNALLY
GENERATED
-Harvested From Company Files
12-4
5. DIRECT MAIL COMMUNICATION GOALS
• CREATE GOODWILL
• DEVELOP FAMILIARITY AND INTEREST
• PROVIDE DEMONSTRATIONS
• INFLUENCE THE CHANNEL
• DIRECT ORDERS
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6. THE ELEMENTS OF DIRECT MAIL
• THE ENVELOPE - carries the weight in the decision
to read or discard
• THE OFFER - describes “what’s in it for me?” with
credibility
• THE ENCLOSURE - supports the offer by getting
attention or providing proof
• THE REPLY DEVICE - this closes the sale
• Tells the reader what to do
• Makes action easy
• Gives a reason for acting now
• Stresses positive benefits for action
12-6
7. SECRETS TO INCREASING RESPONSE
RATES TO MAIL SURVEYS
• THE DIRECT MARKETING
RESEARCHER WILL
• Make A Telephone Pre-notification
• Mail A Personalized Cover Letter With
The Questionnaire
• Follow-up With A Postcard Reminder
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8. THE FIRST OBJECTIVE OF DIRECT MAIL:
GET THE ENVELOPE OPENED
1. CREATE URGENCY—with deadlines and scarcity
2. CREATE TEASER HEADLINES—save the story
3. TRY ENVELOPES WITH NO RETURN ADDRESS—
except with your customers
4. TRY POINTED VS. ROUNDED FLAPS—pointed flaps
go with personal communication items
5. PUT YOUR ADDRESS ON THE FLAP SIDE—use the
front for messages
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9. USES OF TELEMARKETING
1. INCREASE SALES
2. ACCOUNT MANAGEMENT
3. FIELD REPRESENTATIVE SUPPORT
4. PROSPECTING AND QUALIFYING NEW
CLIENTS
5. CUSTOMER SERVICE / SUPPORT FOR
INBOUND AND OUTBOUND CALL CENTERS
12-9
10. SYNERGY OF 1-TO-1 MEDIA
USING MAIL, TELEPHONE AND
E-MAIL TOGETHER CAN:
1. INCREASE RESPONSE RATES TO OFFERS
2. ENABLE YOU TO TEST WHAT
COMBINATIONS ARE BEST
3. ALLOW QUICKER FOLLOW-UP TO INITIAL
COMMUNICATIONS
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11. E-MARKETING STRATEGIES
• USE THE WEB
• Manage channels for easier transactions
• Provide customer service 24/7
• Complete back-office activities of ordering,
checking, shipping
• DEVELOP VIRTUAL COMMUNITIES
• Provides transaction capability
• Delivers content
• Provides communication exchanges
• THE E-MAIL TOOL
• Focus on permission based customers
• Network relationships
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