 |
|
|
| Girls With Goals Is About: Community, Connecting, Coaching, e-Commerce |
|
|
|
|
|
|
|
|
|
|
| |
 |
|
|
|
 |
Direct Mail Advertising
DIRECT MAIL
Direct mail targets a specific group based on demographics or psychographics. Messages may be customized to each customer or group creating the feeling that you're talking to the customer one-on-one. There are two types of direct mailings:
| Acquisition mailings - Designed to attract new customers. Promotional copy is more informative and educational and makes the prospect comfortable enough to trust your company. |
| Customer-retention mailings - Designed to prompt current customers to purchase a product update or additional products you offer to renew a subscription or membership. Promotional copy is less educational as customers already have purchased your product. |
|
| |
TWO TYPES OF LISTS
1) Compiled lists - names are collected from a source such as a directory and are not updated frequently. Compiled lists are already six months old by the time they are published and are only updated periodically.
2) Response lists - include subscribers, sweepstakes respondents, buyers, seminar attendees. These lists will generate a better response than a compiled list, because the individuals on this list have already responded to a mail offer and are buyers.
In order of responsiveness: Subscriber lists are more responsive than membership lists, buyers lists are more responsive than sweepstakes lists and sweepstakes lists are more responsive than compiled lists.
|
| |
TRACKING RESPONSES
Include a unique tracking response code on each ad to tell you where and when the ad appeared. Keep a tally of responses by tracking code to compare the effectiveness of each ad. |
| |
MAILING LISTS
List selection is essential to the success of your mailing. The SRDS (Standard Rate and Data Service) publishes directories listing thousands of mailing lists available for one-time use, complete with descriptions, cost per thousand and list owner or manager contact information. Lists are usually available for rental in thousand name blocks (with a minimum 5,000 names) and prices are quoted as /M (per thousand).
To determine the price of a list, multiply
10 x $150 or
10,000 names @ $150/M = $1,500 |
| |
PROMOTION PACKAGES
| There are a variety of direct marketing promotion pieces-from the traditional envelope package to the double postcard. |
|
| Traditional package |
Components include a #10 window envelope with "teaser copy," a letter that includes a P.S. at the end, a lift letter, a business reply card (BRC) that is generally postcard size or a business reply mail (BRM) to be inserted into the #9 envelope) and a #9 business reply envelope. |
| Self-mailer |
A self-contained, stand-alone mailing piece. A perforated response card may be included with the piece for easy clipping and mailing. Self-mailers provide more space for a more thorough product description and photo. Response rates produced by self-mailers may be lower than the response rate of a traditional package but the cost savings in sending a self-mailer are enough to offset the lower response rate. |
| Single and double postcards |
The minimum size allowable to mail by the United States Postal Service is 4" x 6" and may be as large as 8 1/2" x 11". A response card may be attached but generally the prospect is directed to call a toll-free number or visit a Web site for more information or to order. |
| Coupons |
A popular way to bring customers to your store or business is to offer an introductory, preseason or redeemable coupon. Include a "redeem by" or "offer ends" date to prompt quick action by the prospect. |
| Lumpies |
A promotion mailing that includes an irregularly shaped "give away" included in the mailing giving the package a lumpy look. A lumpy is usually sent to a small, highly targeted group of individuals to generate excitement (and sales leads) for your product or service. This is the most expensive type of mailing. |
| Cooperative mailings |
Popular with retailers attempting to drive customers to their store, cooperative mailings consist of an envelope with up to 50 coupons inserted and mailed to a geographic region. The advantage of a cooperative mailing is the low mailing cost. The disadvantage is you may get lost in the sea of coupons and your competitors, who also may be included in the mailing, may have better placement than you, thus, reducing your coupon's effectiveness. |
|
|
| |
|
| List Owner |
Individual or company that owns the mailing list. |
| List Manager |
Company that manages the list rental and maintenance of the list for the list owner. |
| List Broker |
Coordinates the rental of the list between the list owner and mailer. Brokers will make list recommendations to mailers. List brokers are paid a commission by the list owner for brokering the list rental. Commissions are between 10% and 20% of the gross base price of the rental. The mailer is rarely charged a fee to use a list broker. |
|
|
|
|
|
|
|
|
|
|
|
|
| |
|
|
| |
