Unit 5: Direct Mail Planning
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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






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