Direct & E-Marketing

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Direct & E
-
Marketing

Postal Direct Mail

Electronic Direct Mail

Search Engine Marketing

Postal vs. Electronic Direct Mail


Email is faster, cheaper & usually provides a
higher response rate (if from an opt
-
in list)


Postal has broader reach, broader acceptance
and is less fleeting


Some hate commercial email, some hate junk
mail, some hate both


Answer: know your
audience

(target market)
and your
product

category

Postal Direct Mail Formats


Classic


traditionally includes
at least

a letter, brochure,
and reply form in some form of envelope


Self
-
Mailer


does not have a separate outer envelope
---
letter,
reply form and mailer are all one piece


Catalogs


often is almost as much a magazine as a listing
of products and information

Classic Format

May also include:


Personalization of letter and offer


Wide variety of sizes, colors and materials


Computer CD or DVD (ex: AOL)


Special offer inserts


Involvement devices


Second or “publishers” letter


Invitation

Seven Step Formula for Effective
Postal Direct Mail Letters


Promise most important benefit headline or in
the first paragraph


Immediately enlarge on this benefit


Tell reader specifically what they will get


Back up claims with proof /endorsements


Tell reader what they risk by inaction


Rephrase prominent benefits in closing offer


Incite action.
NOW
.

Seven
(plus 1)

Step Formula for
Effective Direct Mail Letters


Promise most important benefit headline or in the first
paragraph


Immediately enlarge on this benefit


Tell reader specifically what they will get


Back up claims with proof /endorsements


Tell reader what they risk by inaction


Rephrase prominent benefits is closing offer


Incite action.
NOW
.


Always use a P.S.

Choosing the Lead for the Letter


News
--
if your product justifies it


How/What/Why
--
promise to answer one of
these questions and enlarge on it


Numbered Ways
--
429 ways to make an “A”


Command
--
deliver with authority while not
offending the reader


Narrative
--
are you a good story teller?


Question
--
specific, provocative, benefits

Electronic Direct Mail


Most of the suggestions for a postal
campaign also apply to email


Major differences:


Shorter copy is usually better. Use 2 steps (link to
website) for more detailed persuasion.


Plain text, rich text, or HTML


“From” & “Subject” lines are the “envelope”


Go long on info, short on puffery


Provide real value


Offer multiple response options (but always include
a website link, preferably with “new window”)


Make opt
-
out easy (see CAN
-
SPAM requirements)

Postal Direct

Seasonality and Frequency


For non
-
seasonal products:


Jan
-
Mar is best, Sep
-
Nov is next


Christmas gifts: late Sept
-
early December


When to repeat:

Response to 1st:
Try 2nd:
> 20% over expected
In 3 to 4 months
About expected level
In 6 months
Marginal
Maybe in 1 year
Electronic

Seasonality and Frequency


Still experimenting with seasonality, but assume traditional
schedule will apply


Frequency:


Twice a month seems to be OK for a house list


Make one of them an e
-
zine or newsletter format


Weekly is also common (especially travel related), but be careful of
burnout…monitor opt
-
out rates


Most say Tuesday
-

Thursday is best for at work target markets


Noon arrival may increase response


Monitor your website traffic and aim for a couple of hours
before peak time while avoiding low traffic days


Many advocate Friday


Sunday for at home target markets


Search Marketing Basics

Definition

Payment
Structure

Sample
Providers

Natural Search

Appearing in response
to keyword searches
based primarily on the
number and relevance of
page links in your site.

No fee to appear in
natural search results.

Search agencies charge
to help optimize your
site for better visibility.

Google

Yahoo

MSN

Ask Jeeves

Paid Listings

Text ads that appear
above or to the side of
natural search results.

Bid for keywords on a
cost
-
per
-
click (CPC)
basis.

Google

Yahoo Search

Contextual Ads

Text or animated
graphical ads that
appear adjacent to
articles based on the
content of the article.

Bid for keywords on a
CPC or cost
-
per
-
thousand (CPM) basis.

Google

Yahoo Search

Kanoodle

Paid Inclusion

Paying to be included in
a directory of
participating sites.

Most directories priced
on a CPC basis.

Froogle is free service.

Yahoo Search

LookSmart

Froogle

From: Comprehensive Search Marketing Guide article

Summary of ‘e’ Methods

Email and
eNewsletters

Search Engines

Web Ads

Mailing list?

Access to relevant &
permission based list
needed. House list is
best.

No list needed.

No list needed.

Direct
Purchase?

Ideally suited for
direct purchase
products.

Well suited for direct
purchase products.

Not best ROI, but
can be used for
direct purchase
products if very
tightly targeted.

Brand Building
& Awareness?

Email can work in
some situations.

Newsletters are
better at this.

Context ads work
well, but other forms
may be too
expensive when
direct purchase is
not possible.

Probably the best
approach if
appropriately
targeted.