Join Trish Witkowski for an in-depth discussion in this video Establishing the "control", part of Learning Direct Mail Strategy.
…Unlike some other forms of marketing, direct mail…in particular lends itself to the testing process.…When you send mail to a clean mailing list you can be assured that the…mail was received and that for at least…a few quick seconds evaluated by the recipient.…Whether they open it or not has a lot to…do with what you sent and whether it resonates with them.…But they got it and they'll either respond or they won't.…Whatever they choose to do becomes a valuable data point for your research.…If you're new to mail or if you haven't…sent mail in a while, you should start simple.…
Maybe with a card or a double card format.…A double card looks and feels like a card format mailer.…But it's actually one sheet of card-weight paper, folded in half.…To create your mail piece, focus on the basics of creating a solid customer…list, a compelling marketing message and offer,…nice graphics, and a very clear response mechanism.…The plan is that you're going to use…this mail piece to establish a base…line response rate, and ultimately, to help shape…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 57m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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