online shopping and mail order
DESCRIPTION
6 advantages of direct mail, vocabulary and phrasesTRANSCRIPT
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Online shopping and mail order
Mail Order
Online shopping
by Ladislava Knihová www.educationonline.cz
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6 direct mail advantages
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Direct mail – advantage No. 1
Direct mail is:
targeted
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Direct mail – advantage No. 1
Explanation:
Direct mail is: targeted
focus on specific audience directing your campaign
(mailshot/ mailing) to the market you want to reach
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Direct mail – advantage No. 2
Direct mail can be:
personal
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Direct mail – advantage No. 2
Explanation:
Direct mail is: personal
address customers by name write specific messages for them personalize your messages
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Direct mail – advantage No. 3
Direct mail is:
flexible
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Direct mail – advantage No. 3
Explanation:
Direct mail is: flexible
a variety of formats (letters, postcards, brochures)
be creative with colours and graphics
offer a free sample of your product coupons are also possible
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Direct mail – advantage No. 4
Direct mail is:
tangible
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Direct mail – advantage No. 4
Explanation:
Direct mail is: tangible
customers can hold your mail piece coupons or free samples help
encourage customer interaction by getting them to use the product
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Direct mail – advantage No. 5
Direct mail is:
measurable
Catego
ry 1
Catego
ry 2
Catego
ry 3
Catego
ry 4
012345
Number of inquiries Cost per ResponseCost per Conversion
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Direct mail – advantage No. 3
Explanation:
Direct mail is: measurable
track the results work out the cost per response calculate the cost per conversion
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2
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Direct mail – advantage No. 3
Explanation:
Direct mail is: measurable
track the results of your Direct Mail campaign
by counting the responses or inquiries
it generates
1
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Direct mail – advantage No. 3
Explanation:
Direct mail is: measurable
work out the cost per responsefor each campaign
2
náklady na 1 odpověď
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Direct mail – advantage No. 3
Explanation:
Direct mail is: measurable
calculate the cost per conversion
i.e. how much each sale costin terms of direct mail spending
3
náklady na 1 prodejnáklady na konverzi
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Direct mail – advantage No. 3
Direct mail campaign is measurable if the following can be counted/calculated:
Direct mail is: measurable
number of responses/inquiries cost per response cost per conversion
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Direct mail – advantage No. 6
Direct mail is:
cost-effective
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Direct mail – advantage No. 3
Explanation:
Direct mail is: cost-effective
your targeted message goes directly
to the people you want to reach (i.e. less waste)
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6 direct mail advantages
targeted
personal
flexible
tangible
measurable
cost-effective
TA
PER
FLE
TA
ME
CO
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6 direct mail advantages
Explain the meaning of the followingmnemonic to your sparring partner.
TA PER FLE TA ME CO
Pair Work
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Direct mail/email campaign
How would you start? Pair Work
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Direct mail/email campaign
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Direct mail/email campaign
... in 7 steps
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Direct mail/email campaign
1 Set goals 2 Create a plan and budget 3 Develop the mailing list 4 Prepare the right message 5 Create unique designs 6 Choose a fulfillment provider 7 Test, measure and refine
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Direct mail/email campaign terms
direct mail
reklamní pošta, letáky (přímo do schránky)
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Direct mail/email campaign terms
accuracy of a mailing list
přesnost seznamu adres pro zasílání dopisů nebo mailů
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Direct mail/email campaign terms
a mailing list provider
poskytovatel / dodavatel seznamu adres
a list broker a list supplier
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Direct mail/email campaign terms
effective prospecting list
aktuálně platný seznam potenciálních klientů
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Direct mail/email campaign terms
junk mail
nevyžádaná reklamní pošta
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Direct mail/email campaign terms
spam
spam / nevyžádaný email
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Direct mail/email campaign terms
opt out
a person can tick a box to say that they do not want to hear from the company
odmítnutí zasílání informací, vyvázání se
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Direct mail/email campaign terms
opt in
a person can tick a box to say that they want to hear from the company
přihlášení se k odběru informací
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Direct mail/email campaign terms
gimmicky envelope
atraktivní obálka, obálka "na efekt"
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Direct mail/email campaign terms
appeal of your mailmust encourage people to respond
atraktivnost vaší reklamní pošty
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Direct mail/email campaign terms
How to boost response rates?
Jak zvýšit četnost reakcí/odpovědí/nákupů?
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Direct mail/email campaign terms
How to boost response rates?
offer free gifts
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Direct mail/email campaign terms
How to boost response rates?
offer discounts
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Direct mail/email campaign terms
How to boost response rates?
use a call to action
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Direct mail/email campaign terms
How to boost response rates?
set a deadline
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Direct mail/email campaign terms
How to boost response rates?
Tell your sparring partner. Pair Work
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Direct mail/email campaign terms
reklamní pošta, letáky (přímo do schránky) direct mail
cílenýtargeted
zaměření na určitou cílovou skupinu
focus on specific audience
orientovat kampaň nadirect campaign to
reklamní materiál zaslaný velkému množství lidímailshot
propagace poštoumailing shot
osobnípersonal
oslovit zákazníky jménemaddress customers by name
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Direct mail/email campaign terms
opatřit sdělení jménem adresátapersonalize a message
přizpůsobivýflexible
zaměření na určitou cílovou skupinu
focus on specific audience
množství formátůvariety of formats
nabídnout vzorek zdarmaoffer a free sample
hmatatelný, hmotný, skutečný, konkrétnítangible
reklamní letáček zasílaný poštoumailing piece
kuponcoupon
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Direct mail/email campaign terms
povzbudit vzájemnou komunikaci se zákazníkem
encourage customer interaction
měřitelnýmeasurable
sledovat výsledkytrack the results
kampaň založená na přímém rozesílání letákůdirect mail campaign
spočítat odpovědicount the responses
generovat poptávkygenerate inquiries
náklady na odpověďcost per response
náklady na konverzicost per conversion
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Direct mail/email campaign terms
výdaje na rozesílkudirect mail spending
nákladově efektivní, hospodárnýcost-effective
zacílené reklamní sdělenítargeted message
emailová kampaňemail campaign
vytvořit kampaňcreate a campaign
přesnost seznamu adres, přesnost adresářeaccuracy of the mailing list
poskytovatel adresářemailing list provider
prodejce seznamu adreslist broker
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Direct mail/email campaign terms
přehlédnout základní pravidlaoverlook basic rules
seznam potenciálních zákazníkůprospecting list
cílová skupinatarget audience
shodné nákupní zvykythe same buying habits
nevyžádaná reklamní poštajunk mail
spam, nevyžádaný e-mailspam
odmítnutí zasílání informacíopt out
přihlášení se k odběru informacíopt in
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Direct mail/email campaign terms
zříci se (možnosti) dostávat reklamní kampaněopt out of receiving publicity
zaškrtnout políčkotick a box
atraktivnost/lákavost vaší reklamní pošty
appeal of your mail piece
povzbudit lidi, aby odpověděliencourage people to respond
nalákat, přivábitentice
míra odezvyresponse rate
oživit míru odezvyboost response rate
dárky zdarmafree gifts
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Direct mail/email campaign terms
slevadiscount
výzva k činucall to action
zahrnout konečný termín/ nejzazší lhůtu
include a deadline
propagační videopromotional video
předplacená obálka na odpověď (BrE)reply-paid envelope
předplacená obálka na odpověď (AmE)prepaid envelope
objednávkový formulářorder form
vzorek produktuproduct sample
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Direct mail/email campaign terms
zařízení na automatickou odpověďresponse device
průvodní dopiscovering letter
katalog (BrE)catalogue
katalog (AmE)catalog
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Thank you
for your attention.
Any questions?