Direct Mail Planning - Creative and Execution A 19-Point Checklist-spun1file:///L|/PDF/Direct_Mail_Planning_-_Creative_and_Execution_A_19-Point_Checklist-spun1.html[1/11/2012 6:53:35 PM]
Make a list with the main offering points of one's product or service. Offering points would be the rewards, or"reasons why" somebody would desire to buy. Some promoting points are obviously far more crucial than otherpeople, but there exists usually a single offering point that stands apart because the principal purpose why your targetaudience will buy. This can be usually called the Distinctive Offering Proposition (USP).11. CreativeImaginative may be the most talked about step within this approach since it's essentially the most visible. But the focushas to be on the persuasiveness in the message - not its creativity or cleverness. Moreover, adjustments in theimaginative should be judged on improvements in response quantity and/or quality.12. PersonalizationPersonalization can be applied at various levels - from a straightforward addressing from the envelope to multi-partaddressing and letter customization to variable information printing (vdp). Customized landing pages (pURLs) mustalso be considered. Personalization can enhance response but may also enhance fees.13. Response ChannelsIt is often ideal to offer your readers numerous ways to respond. Your options are reply mail, an 800 range, a faxreply, a devoted landing page (or pURL), your web site, e-mail, mobile text or walk-in? Walk-in response is normallylimited to retail or trade display response.14. ProductionManufacturing covers all these services needed to acquire your mailing out the door. This contains your mailing listprovider, data processing service bureau, printer, mail house along with the postal service. Postage is an criticalconsideration - will you be mailing very first class or standard (bulk rate)? In case you are utilizing a landing page orpURL, in which will it be hosted and who will gather the information? Should you be using reply mail, have youarranged for any company reply permit?15. BudgetsA immediate mail campaign ought to price between 50 cents and $1 per piece based on complexity and quantity.(Some mailings - specially 3-dimensional packages - will expense several dollars or more per piece, however theywould be the exception.)When taking a look at your price range, separate out your fixed charges from your variable charges. Your innovativeand project management costs are fixed spending budget things. These charges remain the same irrespective of quantity. Your variable fees - for lists, printing, mailing, and postage - will adjust with quantity.16. SchedulesA immediate mail campaign typically requires 5-10 weeks to acquire into the mail. Essentially the most time-consuming step could be the creative which may take 2-6 weeks dependent on the complexity and also the turnaroundtime for approvals and revisions. Beyond inventive, you also should plan for printing (generally 2-3 weeks) andmailing solutions (1 week). Naturally all of these services can be rushed.As for delivery times, count on delivery in a few days in case you are mailing initial class. With normal postage (bulk rate), your mailing may take 10-14 days (at times lengthier) depending on the area of one's target audience.17. Response Tracking and MeasurementIn case you are only doing one particular mailing at time with no tested components, this really is rather simple. You just count the quantity of response you get - from all response channels. But what for those who have overlappedmailings or you are testing various lists or different provides or creative? Then you require to produce tracking codesto identify the supply of each and every response.18. Response Analysis and AdjustmentProbably the most prevalent evaluation may be the response rate, but this does not take into account the top qualityfrom the lead or the price of the lead. We choose analyzing programs on a cost-per-lead or cost-per-qualified-leadbasis. When the sales cycle is short adequate, we are able to also analyze according cost-per-order.