Craig Simpson, Dan S. Kennedy

The Direct Mail Solution (eBook, ePUB)

A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign

• Format: ePub

Produktbeschreibung

Fact: More commerce and wealth is created by direct mail than by any other media (true before the internet and true now)
Direct mail continues to delivers the best ROI for customer acquisition and retention, so why do 21st Century marketers ignore it? Millionaire-maker Dan S. Kennedy and direct mail marketing specialist Craig Simpson urge small business owners to take that detour away from the screen and drive the momentum built via social media and other marketing avenues into the mailboxes of their target consumers. Unlike other direct mail marketing books on the shelf that specialize in one aspect of preparing a campaign such as copywriting or design, this comprehensive solution covers allthe organizational, technical, and creative including designing, budgeting, tracking, and assessing effectiveness. Also covered is how direct mail can be used in today's online marketing funnels. Benefiting from the authors' combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn't, illustrated by real-life business campaigns that show step-by-step how to build a results-producing promotional campaign.

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Produktdetails

• Verlag: Entrepreneur Press
• Seitenzahl: 228
• Erscheinungstermin: 20. Januar 2014
• Englisch
• ISBN-13: 9781613082553
• Artikelnr.: 40173109

Autorenporträt

Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients over the past 15 years.

Inhaltsangabe

Introduction: How I Started Making Money in Direct Mail And How You Can
Too!
My Life in Direct Marketing - A summary of the author's experience and
lessons learned
Now It’s Your Turn - A motivational message to the reader
Chapter 1: Direct Mail Basics and Creating the Perfect Sales Piece
AIDA - Famous sales piece formula: Attention, Interest, Desire, Action
How Long Should a Sales Piece Be? - Discussion of pros and cons concerning
length
The Elements of a Sales Piece - Analysis of essential parts of a sales
piece
Make the Most Out of Every Part of Your Sales Piece
Adding Spice to Your Sales Piece
What If You Don’t Want to Write Your Own Sales Piece? - How to work with a
professional copywriter
Chapter 2: Mailing Lists and Segmentation
Types of Mailing Lists
House File
Rented Lists
How to Find the Right Mailing List
List Brokers / Managers / Compilers - Working with list professionals
The Data Card Your Source for List Information - How to find the
information you need to decide whether to rent (or buy) a particular list
How to Turn a Marginal Mailing List Into a Great One - Getting the most out
of a mailing list by knowing how to select names
Chapter 3: Expanding Your Mailing Universe
Increase Lifetime Value By Building an Ongoing Relationship With Your
Customers - An explanation of what Lifetime Value is all about
Issues Concerning Lifetime Value
How Lifetime Value Can Directly Impact the Size of your mail Campaigns
Expanding Your Lifetime Value
Cost Per Order / Cost Per Acquisition - How to calculate these critical
numbers
The Secret to Rolling Out to Millions of Names by Increasing Lifetime
Customer Value
Chapter 4: Tracking Your Mail Campaign
Track the Number of Leads/Orders - How to track responses to a campaign to
see what worked, what didn't work, and whether the campaign was worth the
effort
List Segmentation - How to divide a list for testing purposes
Mailing Costs - Determining the cost of a campaign
List History - Digging into list performance to see which list works best
and when
Lifetime Value - Taking Lifetime Value into account when determining the
success of a campaign
Individual Mailing Totals - Keeping a record of the history of campaigns
Chapter 5: Sales Piece Format and Design
Formats and Design - Options for designing sales pieces
How a Simple Design and Copy Change Can Have a SIGNIFICANT Impact on Your
Direct Mail Campaign
Printing Your Mail Package - Options for printing and production
Chapter 6: Technical Details That Help You Create Better Mailings And
Save You Money Too!
Cleaning Up Your Mailing List: How Merge Purge and Data Hygiene Can Save
You Thousands
Working with the Postal Service
Huge Postage Discounts That Can Save You Thousands!
First Class Versus Bulk Mail: Which Class of Mail Should I Use?
Making Sure Your Mail is Delivered
Chapter 7: Putting It All Together The Details of Scheduling a Direct
Mail Campaign
SWOT - Analyzing your campaign's Strengths, Weaknesses, Opportunities, and
Threats
Steps of a Direct Mail Campaign
How Long Will it Take to Get a Mailing Ready and Into the Mail Stream?
Now You Have All The Facts You Need to Start Planning a Direct Mail
Campaign
Chapter 8: How to Use Direct Mail to Drive Traffic to Your Website
Top Online Companies Use Direct Mail
Using Direct Mail to Build Your Email List
The PURL Postcard
How Catalog Companies Use Direct Mail to Generate Online Sales.
Chapter 9: Creating Promotional and Backend Products That Build Your
Business
Creating White Papers
Designing a Sales Funnel
Putting Together a Course
Coaching Programs