The Science and Mechanics of Sending and Receiving Emails
- 3 easy steps to accelerating your mastery of direct mail.
- Why direct mail has made a made a roaring comeback in the digital age.
- 12 reasons why direct mail may work well for you
- Getting a direct mail “mindset”
- 60 ways to use DM in your marketing
Planning: The Professional Approach
- 10 steps to creating a winning mail plan.
- How to establish campaign objectives.
- Determining your unique selling proposition.
- Targeting the right mailing lists.
- Scheduling your mail promotion.
Creating Irresistible Offers
- The 6 characteristics of an irresistible offer.
- Response-boosting guarantees.
- Deadlines and other act-now incentives.
- Lead magnets and other free offers.
- Offers for increasing direct sales.
- Where to rent mailing lists.
- 16 tips for profitable list selection and usage.
- The recency, frequency, monetary (RFM) formula.
- Optimal number of names on the list to mail.
- Identifying list requirements.
Writing Direct Mail Copy
- The 4S formula for clear writing.
- The BDF formula for writing what prospects care about.
- 10 tips for writing DM copy that sells.
- The Motivating Sequence.
- 9 fundamentals of persuasion in print.
Direct Mail Graphic Design
- Outer envelopes.
- Sales letters.
- Reply forms.
- Buck slips.
Direct Mail Production
- Setting the production schedule.
- Calculating cost per thousand.Calculating break-even
- Business reply mail.
- Printing and letter shop.
Direct Mail Testing
- A/B split tests
- Multivariate testing
- Statistically valid tests
- 10 rules for DM testing
Write Winning Sales Letters
- Long copy vs. short copy
- 50 tips for lead-generating sales letters.
- Outer envelope teasers
- Sales letter copywriting checklist
- B2B sales letters
- Writing DM brochures
- Are reply elements necessary?
- Quick Response codes.
- 8 tips for self-mailer success.
Landing Pages as Online DM Response Elements
- Principle of copy connectivity
- How landing pages work.
- Qualifying online leads
- 10 landing page copywriting tips
- Optimal copy length
- The role of content in DM
- Winning titles for lead magnets
- The content marketing plan
- Eliminating “content pollution”
Integrating DM with Email
- Comparison of DM vs. email
- Integrating email into your DM campaign
- Hyperlinks in emails
- 26 tips for writing high-performance email
- The top of the funnel
- The role of DM in sales funnels
- Auto-responder follow-ups
- Order pages
- Shopping carts