Join Trish Witkowski for an in-depth discussion in this video Placing critical marketing messages, part of Learning Direct Mail Strategy.
…It's important to carefully test the placement of your critical marketing…messages to ensure that the call to action is not ultimately ignored.…The call to action is important.…It tells your audience what to do, or basically how to act on the offer.…Without the call to action, your mail piece is just a marketing brochure.…And if all you're looking for is brand…building, maybe that's okay but, in most cases,…when companies send direct mail, it's sent with…the intention of generating sales of some sort.…Because of this the placement…of those critical instructions becomes, well, critical.…So before you start designing your mail, consider that different mail formats have…different user experiences that are driven by the formats instinct of opening order.…
While you may selectively place messages in graphics that you think will draw the…eye, you need to test your design…instincts against the behavioral instincts of the recipient.…Here's a standard closed gate fold, pretty common format.…I've placed a critical marketing message…
- 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
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m 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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