Cover Image

The Direct Mail Revolution : How to Create Profitable Direct Mail Campaigns in a Digital World.

In our digital world, it's easy to overlook the power of a snail mail marketing piece. It's a stealth strategy at a time when the decline in email open and click-through rates is one of the many reasons why direct mail has made a dramatic comeback in both usage and effectiveness. Less mail...

Full description

Bibliographic Details
Main Author: Bly, Robert W.
Format: eBook
Language:English
Published: Irvine, CA : Entrepreneur Press, 2019.
Subjects:
Electronic books.
Online Access:Click to View
Table of Contents:
  • Cover
  • Title Page
  • Copyright
  • Dedication
  • Contents
  • Acknowledgments
  • Introduction: The New Direct-Mail Revolution
  • Powerful Evidence of Direct Mail's Comeback
  • Why I Wrote This Book
  • Who Should Read This Book
  • About the DM Samples in This Book
  • Print Is Far From Dead, Even Among Millennials
  • Why Our Brains Prefer Ink-on-Paper Marketing
  • Yes, You Can Do Direct Mail
  • Part I: Direct-Mail Planning and Strategy
  • Chapter 1: Getting Started in Direct Mail
  • The Direct-Mail Renaissance
  • So What Exactly Is "Direct Mail"?
  • Who Uses Direct-Mail Marketing?
  • Advantages of Direct Mail
  • Drawbacks of Direct-Mail Marketing
  • The Direct-Mail Mindset
  • 60 Ways to Use Direct Mail
  • Chapter 2: Planning: The Professional Approach
  • Step 1: Selecting the Medium
  • Step 2: Selecting the Product or Service to Promote
  • Step 3: Establishing Objectives
  • Step 4: Targeting the Right Market
  • Step 5: Finding Mailing Lists
  • Step 6: Choosing a Format, Tone, and Style
  • Step 7: Determining Your Unique Selling Proposition
  • Step 8: Identifying Supporting Features and Benefits
  • Step 9: Creating Your Offer
  • Step 10: Scheduling Your Mailing
  • Part II: Creating and Producing Direct-Mail Campaigns
  • Chapter 3: Creating Irresistible Direct-Mail Offers
  • Three Offer Elements
  • Direct-Mail Success Depends on the Offer
  • The Six Characteristics of an Irresistible Offer
  • Offers for Lead-Generation Direct Mail
  • Using Multiple Offers in One Mailer
  • Offers for One-Step Direct Mail
  • Lead Magnets
  • Audio and Video Lead Magnets
  • Enhancing the Hard Offer in Lead Generation
  • Guarantees
  • Deadlines and Other Act-Now Incentives
  • Mail-Order Offers
  • Setting Your Goals
  • Chapter 4: Mailing Lists
  • The Importance of the List
  • Identifying List Requirements
  • How Many Names on the List Should You Mail?.
  • Minimum List Rental Requirements
  • Renting Mailing Lists
  • Recency, Frequency, Monetary (RFM)
  • Where to Rent Mailing Lists
  • 16 Tips for Profitable List Selection and Usage
  • Chapter 5: Writing Direct-Mail Copy that Sells
  • Copy Is King
  • Know Your Product
  • The "4S" Formula for Clear Writing
  • The BDF Formula for Reaching Your Prospects on a Deeper Level
  • Ten Tips for Writing Winning, Persuasive Direct-Mail Copy
  • Six Common Copywriting Mistakes
  • The Motivating Sequence
  • Be Credible About What You Offer
  • The Nine Fundamentals of Persuasion in Print
  • Chapter 6: Direct-Mail Graphic Design
  • Color in Direct-Mail Design
  • Designing the Sales Letter
  • The Outer Envelope
  • Reply Element
  • Brochure
  • Buck Slip
  • Lift Note
  • Chapter 7: Direct-Mail Production
  • Setting Your Production Schedule
  • Calculating Cost Per Thousand
  • Calculating Break-Even
  • Affixing Postage to the Mail Piece
  • Third-Class vs. First-Class Mail
  • Business Reply Mail
  • Printing and Letter Shop
  • Chapter 8: Direct-Mail Testing
  • A/B Split Tests
  • Number of DM Pieces Per Test Cell
  • Package and Element Testing
  • Tracking Responses
  • Rollout
  • The Three Most Important Factors to Test
  • Other Test Variables
  • Ten Rules for Direct-Mail Testing
  • Part III: Direct-Mail Components and Formats
  • Chapter 9: Sales Letters
  • How to Write a Winning Sales Letter
  • A Checklist for Writing Sales Letters
  • Long Copy vs. Short Copy
  • Outer Envelope Teasers
  • Blind Envelopes
  • Using Sales Letters to Generate Leads
  • 50 Points to Ponder When Creating a Lead-Generating DM Campaign
  • 23 Tips for Writing Business-to-Business Sales Letters That Work
  • Direct Mail to Invite Prospects to Your Trade-Show Booth
  • Chapter 10: Direct-Mail Brochures
  • What to Put Into Your Direct-Mail Brochure
  • Direct-Mail Brochure Design
  • Writing Direct-Mail Brochures.
  • Chapter 11: Reply Elements
  • Has the Web Made Reply Forms Obsolete?
  • QR Code
  • Chapter 12: Self-Mailers
  • Self-Mailer Formats
  • Eight Ways to Produce Self-Mailers That Sell
  • Chapter 13: Postcards
  • Advantages of Postcards
  • Postcard Copy
  • Design
  • Part IV: Integrating Direct Mail and Digital Marketing
  • Chapter 14: Landing Pages
  • How Landing Pages Work
  • The Principle of Copy Connectivity
  • Attribution
  • Lead Magnets
  • Downloads vs. Qualified Leads
  • Creating a Lead-Qualifying Landing Page
  • List-Building Squeeze Pages
  • Ten Tips for Writing High-Conversion Landing Pages
  • A Word on Copy Length
  • Chapter 15: Content Marketing
  • Why Content Marketing Works So Well
  • Create a Great Title for Your Lead Magnet
  • Creating Your Content Marketing Plan
  • Coping with "Content Pollution"
  • Chapter 16: Email
  • Similarities and Differences of Postal Mail and Email
  • Creating an Integrated Campaign with Both Snail Mail and Email
  • 26 Tips for Writing More Effective Emails
  • Hyperlinks in Your Emails
  • Chapter 17: Integrated Campaigns and Sales Funnels
  • The Top of the Funnel: Direct Mail
  • The Landing Page
  • Fulfillment: Deliver What You Promised
  • Autoresponder Email Follow-Up
  • Order Page
  • Shopping Cart
  • Selling Outside the Funnel
  • Final Thoughts
  • Appendix I: Direct-Mail Vendors
  • Appendix II: Bibliography
  • About the Author
  • Index
  • The Digital Marketing Handbook: A Step-By-Step Guide to Creating Websites that Sell
  • Title
  • Copyright
  • Chapter 1: Choosing Your Online Business Model
  • Central vs. Hub-and-Spoke Model
  • Single-Topic Content-Rich Site for Enthusiasts
  • The Agora Model
  • Needs Assessment Model
  • Funnels
  • Launches
  • Membership Sites
  • Chapter 2: Profits Equal Sales Minus Expenses
  • The Web Helps Level the Playing Field
  • Corporate Status and Health Insurance
  • Download Speed.
  • Online Payments
  • Avoiding Shopping Cart Abandonment
  • Don't Overspend
  • Constantly Be Learning
  • Chapter 3: Marketing Funnels for Consumer Products
  • The AIDA Funnel
  • Amazon Funnel
  • Veterinarian Funnel
  • 1-800-Flowers Funnel
  • Groupon Funnel
  • Netflix Funnel
  • Burberry Funnel
  • Theme-Based Content
  • Conversion Content Timing
  • A/B Testing the Funnel Content
  • Customer vs. Product Focus
  • Contents.

Similar Items