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Direct Marketing: Attempts to send its message directly. Focuses on call-to-action. Direct mail and email are two forms. Both improve ROI.
Companies spend billions. DMA is the Direct Marketing Association. Global trade association supporting direct marketing tools and techniques. The Power of Direct Marketing is annual report. Is more than half of ad spend.
2008
2009
2008
2009
DM Expenditure
176.9 billion
2008
2009
2008
2009
Decrease 10.9%
DMA 2009 Response Rate Report. Direct Mail makes up 35%. Email makes up 12.6%. No direct mail isnt dead.
Prospect Lists
Response Rates Direct Order Lead Generation
3.65%
5.26%
5.28%
1.65%
3.15%
3.52%
Email
House Lists
Open Rates Click Through Rates Conversion Open Rates
Prospect Lists
Click Through Rates Conversion
14.92%
9.36%
5.26%
8.56%
5.57%
3.17% 7
Primary goals: Create awareness. Acquire and retain customers. Drive sales and traffic. Support other media. Three elements; List, offer and creative. 40% of mailer success (or failure) is due to list. 40% of mailer success (or failure) is due to the offer.
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Direct
Mail?
Keep copy simple. Focus on a main message. Write in a tone the audience understands. Analyze potential markets. Study the package. Use dimensional mailers. Use PURLs. Use Gurls. Use good design. Integrate all your marketing.
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Direct
Mail?
Just ask. Use key codes. Provide unique phone numbers. Provide Web sites. Create PURLS.
www.ChristopherColumbus.MyNewWorld.com
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Environment is good. Gives space to tell the whole story. Allows you to use emotion. Can increase response of email, vice-versa. Easier to cut through mail box clutter. Displays creative pieces. Portable and does not require devices. Many do not have access to Internet. About 30 minutes per day reading mail. Pinpoint local target audiences.
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Disadvantage?
Can be expensive.
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Why Email?
Why Email?
Primary goals: Create awareness. Sell products online. Generate Web traffic. Support other media. Questions remain about effectiveness. Most of globe is on Internet. Align with other marketing.
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Review email strategies. Manage email lists. Analyze click-through open rate. Offer content that works. Use autoresponders. Subject lines are most important. Have a good business reputation. Keep it simple.
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Mind the fold. Use top-down format. Use image alt tags. Include a link. Create design around images. Format text. Know about content filters. Make sure works with Website.
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What Are Email What Are Email Disadvantages? Disadvantages Over Direct Mail?? Environment is poor.
Messages need to be short. Creativity is limited. Good lists are hard to find. Comes with CAN-SPAM Act of 2003 http://www.ftc.gov/spam/
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Email programs can create, track and report. Some email software companies. Constant Contact. Emma. BizActions.
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What Are Email Which Works Better? Disadvantages Over Direct Mail?? Both are cost-effective.
Both can be financially rewarding. Both brand and capture market share. Both need to have content relevant. Both are a requirement to improve ROI.
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