The Power of Direct Mail

Celia BassolsNovember 6, 2009

The Direct Mail Formula

• Yearly Americans spend $393 billion in response

• 98% of households collect, assess, and sort mail daily

• 77% sort the mail immediately• 57% households check email weekly• 42% of direct mail recipients prefer to

respond online

Message

• Right Person

• Right Message

• Right Time

• Right Delivery

• Right Images

• Right Call To Action

Message• Connect to your message with

passion• Reinforce the message through real

stories to move the reader• Use visuals to reinforce copy• State and restate your commitment to

the mission/goals of the program • Building a campaign takes time, but

does build upon itself

Direct Mail Effectiveness

The Value of an Integrated Approach

Making It All Work Together

• Don’t Forget the Basics

• Maintain Cross-Channel Consistency

• Drive Results with Multiple Channels

• Segment, Prioritize, and Profile Your Customers

• Don’t Forget Internal Communications

Questions?