2014
Lynda.com
Trish Witkowski
02:02:00
English

Direct mail is powerful, customizable, and private, and it virtually guarantees at least five seconds of focus from the recipient. On average, it also returns twelve dollars for every dollar spent. Not everyone sees stellar results, however, and that's because not everyone understands how to create mail that performs. This course gets to the bottom of the strategy behind effective direct mail, and provides the foundation you need to mail with confidence. Trish Witkowski will show you how to create a mailing list that's tailored to your audience, craft a compelling message, and decide on a format for your mail campaign, whether it's a postcard, folded mail piece, or envelope mailer.
Topics include:
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

01. Introduction 5m 12s
Welcome 1m 31s
Why mail? 3m 14s
Using the exercise files 27s
02. The Audience 27m 14s
The 40/40/20 rule 3m 54s
Market segmentation methods 3m 9s
The marketing strategy 5m 53s
Generational considerations 2m 31s
List sources 6m 30s
List maintenance 4m 23s
Frequency or reach 54s
03. The Message 10m 22s
The seven key copy drivers 3m 52s
The offer 1m 12s
The direct mail "package" 1m 20s
The direct mail letter 1m 39s
Placing critical marketing messages 2m 19s
04. The Format 13m 47s
Direct mail format terminology 3m 57s
Cards and postcards 50s
Envelope mailers 1m 15s
Folded self-mailers 1m 10s
Bound materials 2m 9s
Transpromo 1m 9s
Parcels and irregular parcels 1m 8s
Circulars, inserts, and wraps 54s
Newsletters and flyers 1m 15s
05. Engagement 19m 34s
Envelopes and opening mechanisms 2m 4s
Varnishes, coatings, and paper choice 2m 49s
Tchotchkes, coins, and the curiosity factor 3m 35s
Notes, stamps, and addressing techniques 2m 51s
Sampling and sensory effects 1m 57s
Cards, stickers, and activities 1m 45s
Contests, surveys, and official-looking mail 2m 7s
Dimensional and hi-tech mail 2m 26s
06. Leveraging Technology with Mail 16m 14s
The Intelligent Mail barcode (IMb) 1m 30s
Variable data printing 2m 47s
Personalized landing pages 2m 38s
Quick Response (QR) codes 2m 17s
Augmented reality (AR) 2m 17s
Inline finishing for mail 3m 2s
Marketing automation 1m 43s
07. The Environmental Argument 7m 26s
Is mail bad for the environment? 2m 35s
Green mail strategies 4m 51s
08. Testing, Tracking, and Measurement 20m 54s
Establishing the "control" 2m 41s
Testing techniques 4m 4s
Tracking mechanisms 4m 21s
Measurement formulas 9m 48s
09. Conclusion 1m 36s
Next steps 1m 36s

www.lynda.com/Business-Design-Skills-tutorials/Direct-Mail-Strategy/144857-2.html

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