Direct Mail 2.0 – Get ahead of the next big growth channel
Talk by Adelyn Zhou (Co-Founder, Asend Direct) during WMD 2016
1. Why direct mail?
1.1. 70% of consumers say they open most of their mail, including those they can label as "junk mail"
1.2. 65% of consumers of all ages have made a purchase as a result of direct mail
1.3. 1% response rate with a new prospect list
1.4. 3.7% response rate with people that have an idea of who you are
2. Why it's unique?
2.1. Geographic targeting
2.2. Tap unreachable segments
2.3. Lower cost of acquisition
2.3.1. less competition
2.4. Diversify acquisition channels
3. Who does direct mail work for?
3.1. B2C
3.2. B2B
3.3. Startups
3.4. Large companies
4. Overview
4.1. 3 main components of direct mail
4.1.1. The LIST
4.1.1.1. Is has to be to the right audience
4.1.2. The Offer
4.1.2.1. Discount, promo code, free amazon gift cards, etc.
4.1.3. The creative
4.1.3.1. What the keys actually look like
4.1.4. USPS
4.1.4.1. Knowledge of the details can save you big money on postage
5. Adelyn Zhou, Co-Founder, Asend Direct
5.1. @adelynzhou
5.2. https://www.linkedin.com/in/adelynzhou
6. The LIST
6.1. The house list
6.1.1. Your existing customers
6.1.2. People who signed up for your mailing list
6.1.3. It needs periodical cleaning, make sure they are up to date
6.2. The rental list
6.2.1. Purchased or rented list of demographic or selected targets
6.3. Target segments
6.3.1. new movers
6.3.2. just married
6.3.3. newly single
6.3.4. new baby
6.3.5. etc.
7. The Offer
7.1. It's tracked with a promo code
7.2. It's valuable, tangible, clear
7.3. Should contain only ONE offer / creative
7.4. Examples
7.4.1. free trial
7.4.2. free gift
7.4.3. whitepapers
7.4.4. webinar
7.4.5. tickets
7.4.6. free shipping
7.4.7. etc.
8. The Creative
8.1. First focus on the audience
8.2. Examples
8.2.1. Postcards
8.2.2. Self mailers
8.2.3. Letter pack
8.2.4. Shared mail insert