Post on 21-Apr-2017
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 2
1. Why direct mail?2. Direct mail overview3. The List4. The Offer5. The Creative6. Testing and optimizations
Agenda
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 4
How I became a direct mail
expert
● Saw Google CPCs grow to exorbitant rates
● Watched “fans” become worthless on Facebook
● Tested endless display ads that never delivered…
Finally stumbled upon direct mail, one of the oldest marketing channel, and it worked.
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 8
Direct mail works!
Here are the facts:
● 70% of consumers say they open most of their mail, including what they label “junk”.
● 65% of consumers of all ages have made a purchase as a result of direct mail.
● 1.0% response rate with a new prospect list,3.7% response rate with an in-house list.
Source: Direct Mail Association
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 9
Brands send mail because direct mail converts
Response rate by direct media channel
Source: April 2015 DMA report based on survey of 485 industry respondents. Figures for house lists.
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 10
What makes direct mail
unique?
1. Leverage geographic targeting
2. Tap unreachable segments
3. Lower cost of acquisition
4. Diversify acquisition channels
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 11
1. B2C
2. B2B
3. Startups
4. Large companies
Who does direct mail work for?
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 13
What are the basics of
direct mail?
There are 3 components of direct mail:
1. The list2. The offer3. The creative
And then there is the USPS, where knowledge of the details can save you big money on postage.
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 15
There are two types of lists:1. House Lists: Existing
customers or leads that you have - and “free”
2. Rental Lists. Purchased or rented lists of demographic or selected targets.
Lists are your prospective
customers
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 16
Popular demographic
selects
Geography Marital statusEducation
Income Language
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 17
● New movers
● Just married
● Newly single
● New Businesses
● New baby
● Attending college
● College graduates
● And many more...
Common triggered life
stages
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 19
● What is an Offer? ● Why have an Offer?● What makes a great Offer?
● Valuable● Tangible● Unique● Related to the company● Clear
Offers are critical to
compelling action
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 20
Endless offer possibilities
● Free trial● Free gift● Extra service● Whitepapers● ROI calculators● Case studies● Webinar● Free shipping● Tickets
● Free consultation● Dollar discount● % off discount● Buy one, get one free● Guarantee● Sweepstakes● Survey Results● Contest● Free sample
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 26
Postcards
A few main creative formats
Letter Pack
Self Mailers
Shared mail insert
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 32
1. Targeted demographic lists
2. Real postage stamps
3. Hyper personalization
4. Handwriting
5. Promo code and expiration date
6. Format and layout
I’ve tested everything,
these moved the needle
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 38
Example of test results:
Promo code and expiration
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 40
50+AB Tests
450% Conversion rate
improvement
Testing as you would any other
channel
Adelyn Zhou | @adelynzhou | www.asenddirect.com | 42
● Direct mail can be a very effective acquisition channel if optimized
● Offer: Clear and compelling offer● Creative: Personalize, test formats
and add time bound expirations● Recipient: Demographic analysis to
identify best converters● USPS: Work with an expert who can
help you optimize mailing costs● Test, test and test: Constant AB
testing of creative, lists and offers to get best results
Key takeaways
Thank youAdelyn Zhou
E: adelyn@asenddirect.comT: @adelynzhouW: asenddirect.com