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Direct Mail Planning: Generating Inquiries and Sales Leads Through Direct Mail and Direct Response
Advantages of Direct Mail 5-1
Direct Mail Applications 5-3
Part 1: Mailing Lists: The Heart of Your Company’s Direct Mail Marketing Activities 5-5
• Assessing Mailing Lists 5-5
• Elements of a Winning Mailing List 5-6
• Mailing Lists: Self-Compiled and Rented Mailing Lists 5-7
• Self-Compiled Mailing Lists 5-7
• Self-Compiled Mailing List Sources 5-7
• The “Dumb Assistant” List Compiling Method 5-8
• List Compilation: Set Your Database Up Right the First Time 5-10
• Rented Mailing Lists 5-12
• Where to Find Mailing Lists to Rent: SRDS Direct Marketing List Source 5-14
• How to Look for Mailing Lists in SRDS Direct Marketing List Source 5-15
• Types of Trade Publication Mailing Lists 5-16
• Compiled Mailing Lists 5-17
• How Much Response Should You Get from Your Mailings? 5-17
• Mailing List Rentals and Policies 5-18
Part 2: Direct Mail Packages 5-18
• Direct Mail Package Elements 5-20
• Outer Envelope 5-21
• The Sales Letter 5-22
Elements of Successful Direct Mail Sales Letter Copy 5-24
• Lead Paragraph 5-24
• Key Sales Benefits and Sales Bullets 5-24
• Sales Letter Close and Call to Action 5-27
• Layout Tips for Sales Cover Letters 5-28
Brochures for Direct Mail Packages 5-28
Direct Mail Response/Business Reply Cards (BRCs) 5-30
The “Buck Slip” 5-31
The Call to Action: Direct Mail Premiums to Get Inquiries and Orders 5-32
Other Promotional Offers for Direct Mailings 5-33
Self-Mailer Formats: Brochures, #10 Mailers, and Four-Color Postcards 5-34
Self-Mailing Postcards 5-35