The Direct Mail Revolution
How to Create Profitable Direct Mail Campaigns in a Digital World
Published on 19. March 2019
282 pages
978-1-61308-389-5 (ISBN)
Description
BOOST YOUR BUSINESS WITH DIRECT MAIL
Think direct-mail marketing is a thing of the past? Think again. In our digital world, it's easy to overlook the power of a snail mail marketing piece. You can in fact create a direct-mail marketing campaign that could earn you an ROI as high as 1,300 percent.
In The Direct Mail Revolution, legendary copywriting pioneer and marketing expert Robert W. Bly shares direct mail strategies that will transform your business, win you more customers, and earn more profits. Whether you're new to direct mail or need to revamp a local or hyperlocal marketing strategy, this book is your clear, comprehensive blueprint to winning new and ongoing sales with direct mail.
Learn how to:
- Keep your marketing pieces out of the trash with perfectly crafted letters, brochures, postcards, and more
- Increase response rates with the six characteristics of irresistible offers
- Track and test the key ingredients of your direct-mail campaign
- Seamlessly integrate your print and digital marketing efforts for a multidimensional sales funnel
- Gain leads and sales with the "magic words" of direct-response copy
- Avoid the most common "snail mail" mistakes that will get your marketing ignored
More details
Person
Robert W. Bly is an independent copywriter and marketing consultant with more than 35 years of experience in B2B and direct response marketing. He has worked with over 100 clients including IBM, AT&T, Embraer Executive Jet, Intuit, Boardroom, Grumman and more. He is the author of 100 books, including The Marketing Plan Handbook (Entrepreneur Press, 2015), and he currently writes regular columns for Target Marketing Magazine and The Direct Response Letter.
Content
Contents
Acknowledgments
Introduction: The New Direct-Mail Revolution
PART I: DIRECT-MAIL PLANNING AND STRATEGY
Chapter 1: Getting Started in Direct Mail
Chapter 2: Planning: The Professional Approach
PART II: CREATING AND PRODUCING DIRECT-MAIL CAMPAIGNS
Chapter 3: Creating Irresistible Direct-Mail Offers
Chapter 4: Mailing Lists
Chapter 5: Writing Direct-Mail Copy That Sells
Chapter 6: Direct-Mail Graphic Design
Chapter 7: Direct-Mail Production
Chapter 8: Direct-Mail Testing
PART III: DIRECT-MAIL COMPONENTS AND FORMATS
Chapter 9: Sales Letters
Chapter 10: Direct-Mail Brochures
Chapter 11: Reply Elements
Chapter 12: Self-Mailers
Chapter 13: Postcards
PART IV: INTEGRATING DIRECT MAIL AND DIGITAL MARKETING
Chapter 14: Landing Pages
Chapter 15: Content Marketing
Chapter 16: Email
Chapter 17: Integrated Campaigns and Sales Funnels
Appendix I: Direct-Mail Vendors
Appendix II: Bibliography
About the Author
Index
Acknowledgments
Introduction: The New Direct-Mail Revolution
PART I: DIRECT-MAIL PLANNING AND STRATEGY
Chapter 1: Getting Started in Direct Mail
Chapter 2: Planning: The Professional Approach
PART II: CREATING AND PRODUCING DIRECT-MAIL CAMPAIGNS
Chapter 3: Creating Irresistible Direct-Mail Offers
Chapter 4: Mailing Lists
Chapter 5: Writing Direct-Mail Copy That Sells
Chapter 6: Direct-Mail Graphic Design
Chapter 7: Direct-Mail Production
Chapter 8: Direct-Mail Testing
PART III: DIRECT-MAIL COMPONENTS AND FORMATS
Chapter 9: Sales Letters
Chapter 10: Direct-Mail Brochures
Chapter 11: Reply Elements
Chapter 12: Self-Mailers
Chapter 13: Postcards
PART IV: INTEGRATING DIRECT MAIL AND DIGITAL MARKETING
Chapter 14: Landing Pages
Chapter 15: Content Marketing
Chapter 16: Email
Chapter 17: Integrated Campaigns and Sales Funnels
Appendix I: Direct-Mail Vendors
Appendix II: Bibliography
About the Author
Index
