the power of direct mail celia bassols november 6, 2009
TRANSCRIPT
![Page 1: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/1.jpg)
The Power of Direct Mail
Celia BassolsNovember 6, 2009
![Page 2: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/2.jpg)
The Direct Mail Formula
• Yearly Americans spend $393 billion in response
• 98% of households collect, assess, and sort mail daily
• 77% sort the mail immediately• 57% households check email weekly• 42% of direct mail recipients prefer to
respond online
![Page 3: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/3.jpg)
Message
• Right Person
• Right Message
• Right Time
• Right Delivery
• Right Images
• Right Call To Action
![Page 4: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/4.jpg)
Message• Connect to your message with
passion• Reinforce the message through real
stories to move the reader• Use visuals to reinforce copy• State and restate your commitment to
the mission/goals of the program • Building a campaign takes time, but
does build upon itself
![Page 5: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/5.jpg)
Direct Mail Effectiveness
![Page 6: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/6.jpg)
The Value of an Integrated Approach
![Page 7: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/7.jpg)
Making It All Work Together
• Don’t Forget the Basics
• Maintain Cross-Channel Consistency
• Drive Results with Multiple Channels
• Segment, Prioritize, and Profile Your Customers
• Don’t Forget Internal Communications
![Page 8: The Power of Direct Mail Celia Bassols November 6, 2009](https://reader035.vdocuments.us/reader035/viewer/2022062500/56649ee45503460f94bf38bb/html5/thumbnails/8.jpg)
Questions?