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SEMINAR: Direct Mail Marketing Strategies (Including Internet)
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Introduction to Marketing

  • Modes of marketing
  • Strengths and weaknesses of each approach
  • Business-to-business and business-to-consumer marketing
  • Database marketing
  • Direct mail as a mode of marketing
  • Defining a successful direct mail marketing campaign


Applications of Direct Mail Marketing

  • Generating business
  • Lead Generation
  • Market research
  • Public relations
  • Revenue collection
  • Fundraising
  • Other uses


Elements of a Successful Campaign

  • The distribution list
  • The package as perceived by the recipient
  • The wording of the DMM document
  • The relative strengths of each element


Direct Mail Marketing and the Distribution System

  • Canada Post services
  • Postal rates for various service options
  • Planning of the distribution process
  • Considerations for alternate strategies of distribution


Distribution of the Direct Mail Piece

  • Addressed and named distribution vs unaddressed mail
  • Leasing or purchasing ouside lists
  • Considerations for in-house mailing lists
  • Maintaining an in-house mailing list


Building an In-House Mailing List

  • Corporate commitment to database marketing
  • Business growth and the mailing list
  • Sources for building a mialing list
  • Building self-generating features into a mailing list


The Response to a Direct Mail Campaign

  • Analyzing response
  • Planning for the desired response
  • Factors that affect response
  • Response killers
  • Yearly/seasonal/cyclical response


The Direct Mail Package

  • Creating an image
  • Reasons why people buy
  • The letter and the potential buyer
  • An offer that can't be refused
  • Ordering an payment information
  • The envelope as a sales document
  • The BRC (business reply card), envelope
  • Fulfilling orders as the first step to the next sale
  • Backing the product/service


Wording of the Direct Mail Document

  • Segments of a letter most commonly read
  • Benefits to the recipient
  • Highlights, underlines, testimonials, attention-getters
  • Logical structure of the document
  • Emphasizing affiliations and associations
  • Leading to action: ordering the product


Analyzing the Direct Mail Business

  • Response: sales, enquiry, leads
  • Business: new, repeat, reference
  • Volume: range, distribution, frequency
  • Segments of business: geography, industry
  • Marketing costs
  • Servicing costs


Testing in Direct Mail Marketing

  • Distinguishing between a test and an experiment
  • Use of probability tables
  • Testing one concept at a time


Questionnaires

  • Defining the purpose
  • Budgeting to accomplish the objective
  • Telemarketing and market research
  • Basic rules for questionnaires


Electronic Marketing Through Internet

  • The characteristics of marketing by Internet
  • Its advantages and limitations
  • Integrating it into your marketing strategy