adelyn zhou

Direct mail: The time-tested way to win new customers

Adelyn Zhou@adelynzhou

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


Why direct mail?


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.


You’ve probably

seen pieces like these...


... or these...


...or even these shared

mailers in your mail


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


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.


What makes direct mail

unique?

1. Leverage geographic targeting

2. Tap unreachable segments

3. Lower cost of acquisition

4. Diversify acquisition channels


1. B2C

2. B2B

3. Startups

4. Large companies

Who does direct mail work for?


Direct mail overview


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.


The List


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


Popular demographic

selects

Geography Marital statusEducation

Income Language


● New movers

● Just married

● Newly single

● New Businesses

● New baby

● Attending college

● College graduates

● And many more...

Common triggered life

stages


The Offer


● 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


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


Premium for responding:

FREE Thermos



$200 Gift Card



FREE Card Reader


The Creative


Postcards

A few main creative formats

Letter Pack

Self Mailers

Shared mail insert


I have tested all of them:

Postcard


I have tested all of them:Selfmailer



Letter packs



Shared Mailer


Testing and optimizations


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


Example oftest results:

Targeted audiences


Example of test results:

Postage Types



Personalization



Handwritten



Promo code and expiration


Example of test results:Format and

Layout


50+AB Tests

450% Conversion rate

improvement

Testing as you would any other

channel


Key Takeaways


● 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: [email protected]: @adelynzhouW: asenddirect.com

mailto:[email protected]

mailto:[email protected]

adelyn zhou

Small Business & Entrepreneurship