Portland Public Library

Direct mail in the digital age, Lin Grensing-Pophal

eng

Includes bibliographical references

no index present

non fiction

Direct mail in the digital age

bibliography

651917772

Lin Grensing-Pophal

"This book examines and explains both email and traditional direct mail in theory and in practical terms so small-business owners can figure out how best to reach customers. It looks at the pros and cons of each and explains how to choose and use available tools to get your business noticed."--Page 4 of cover

Machine generated contents note:, 1., Beginnings and Benefits, 1., Direct Marketing Techniques, 1.1., Telephone, 1.2., Television, 1.3., Print advertisements, 1.4., Direct mail, 1.5., Digital direct mail, 1.6., Billboards, 2., Digital versus Traditional Direct Mail, 3., State of the Direct Mail Industry, 2., Identifying Your Overall Goals and Objectives, 1., Will Direct Mail Work for You?, 1.1., Can you reach your market effectively through direct mail?, 1.2., Does your product have broad appeal?, 1.3., Does your product stand out from the crowd?, 1.4., Can you describe or illustrate your product effectively through direct mail?, 1.5., Can you make a profit?, 2., Goals, 3., Objectives, 3.1., Objectives must be specific, 3.2., Objectives must be measurable, 3.3., Objectives must be attainable, 3.4., Objectives must be realistic/relevant, 3.5Note continued:, 4.1., Being an informed list renter, 4.2., Cost considerations, 4.3., Placing your order, 5., Copy and Design, 1., Developing Key Messages, 1.1., Attention, 1.2., Interest, 1.3., Desire, 1.4., Action, 2., Tips for Writing Great Copy, 2.1., Compose a benefit-oriented headline, 2.2., Write with design in mind, 2.3., Read it out loud, 2.4., When to include PS, 2.5., Simplify your wording, 2.6., Learn from the competition, 2.7., Back up any claims you make, 2.8., Use testimonials, 2.9., Make a reference to your website, 2.10., Know when it's time to hire an expert, 2.11., Quick tips for better results, 3., Writing for the Web, 3.1., Search engine optimization (SEO), 3.2., Spam, 4., Templates and tools, 5., Using Outside Resources, 6., Creating the Order Form, 1., Make Your Order Form Logical and Orderly, 2., Give the Customers All the Information they Need, 3., Offer Multiple Order Options, 4., Additional Order Form Tips, 5., Online Ordering, 5.1., Analyzing traffic patterns, 5.2., Abandoned shopping carts, 5.3., Remarketing, 7., Hiring Help, 1., Where to Find Advertising Help, 2., Working with Interns, 3., Working with Independent Contractors, 4., Working with Agencies, 5., Finding Help Online, 6., Communicating with Freelancers and Agencies, 6.1., Before you begin a project, 6.2., Know what you want, 6.3., Have a budget in mind, 6.4., Put it in writing, 6.5., Keep in touch, 8., Format Options and Opportunities, 1., Traditional Direct Mail Packages, 2., Letter Mailings, 2.1., Identify your audience, 2.2., Define your offer, 2.3., Outline your letter, 2.4., Compose a benefit-oriented headline, 2.5., Get to the point, 2.6., Convey a clear selling message, 2.7., Write with design in mind, 2.8., PersonalizationNote continued:, 3., Catalogs and Brochures, 4., Postcards, 5., Product Samples, 6., Dimensional Mailings, 7., DVD and CD Mailings, 8., Email Marketing, 9., Choosing a Format, 10., Combining Options in a Direct Mail Campaign, 10.1., Leveraging traditional direct mail and online options, 10.2., Quick-response codes, 11., Printing Considerations, 9., Postal Procedures and Regulations, 1., Efficiencies through Direct Mail, 2., Business tools, 3., What's on the Horizon for USPS and Canada Post?, 10., How to Test and Evaluate Results, 1., What Is a Good Response Rate?, 2., Measuring Response, 2.1., Measuring traditional direct mail response, 2.2., Tracking online response, 11., Social Media Marketing, 1., What Social Media Can Do for You, 2., Finding Your Focus, 3., top Social Media Outlets, 3.1., Facebook, 3.2., LinkedIn, 3.3., Twitter, 4., Prioritizing Your Time and Efforts, 4.1., Pick the tools that are right for you and your audience, 4.2., Consider maintaining multiple sites, 4.3., Connect with those you can learn from, 4.4., Maintain a clear focus, 4.5., Incorporate your social media with your website, 4.6., Keep your branding consistent, 4.7., Use analytics to track effectiveness, 4.8., Cross-pollinate, 4.9., Repurpose content to maximize the use of your time, 4.10., Get involved, 4.11., Streamline your social media activities, 4.12., Social media may not be right for your business, 12., Future of Direct Mail Marketing, 1., Evolution of Consumer Interaction, 2., What the Experts Have to Say, Resources, Magazines (and their Associated Online Sites)