Join Trish Witkowski for an in-depth discussion in this video The direct mail "package", part of Learning Direct Mail Strategy.
…Direct mail arrives in many forms.…Number ten envelopes, folded self-mailers, postcards, flats and more.…But the more elaborate of all, is called the full-dress direct mail package.…It's actually considered the highest form of mail.…Award-winning direct mail writer Mal Decker defines it…in his famous article as a six-member sales team.…Each with a specific job to do in making the sale.…The outer envelope is the door opener. It's job is to, get the door opened.…If it's on target, it can set up the sale. The sales letter is the top salesman.…
It's the most important member of the sales team…and its job is to sell, sell, sell the benefits.…The brochure is a demonstrator.…And it sells by visualizing and verifying…the benefits described in the sales letter.…The lift letter is the closer.…It closes the sale, by adding an authoritative endorsement…to the benefits that are spelled out in the sales letter.…The order card is the order taker.…It very clearly re-states the entire offer…in the simplest most unambiguous language possible.…
- 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
Learning Print Production (2012)with Claudia McCue4h 26m 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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