Join Trish Witkowski for an in-depth discussion in this video The offer, part of Learning Direct Mail Strategy.
…Once you've determined who your audience will be, the second order…of importance is to determine what you're going to offer them.…This is a critical decision because you don't want…to throw away a great opportunity and you don't want…to waste the time and resources that you've spent…to get this piece of mail in to their hands.…So here are a few guidelines for writing the offer.…Consider the goals of your campaign.…What are you trying to achieve, and will…the offer you've proposed help you get there?…Make sure…the offer is compelling enough. A weak offer just won't do the trick.…Think about the offer from the customer's perspective.…
Would you take the bait? Present the offer on a limited time basis.…You want to do this for two reasons actually.…First, to provoke action and, also, so that you know when the promotion ends.…And this is important for measuring the ultimate success of your campaign.…Lastly, test your offers in smaller markets to determine which offer is…the most powerful.…For example, buy one get one free versus 1/2 off.…
- 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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