Creating Successful Direct Mail Campaigns Instructor Course Type Ron Jacobs Online President, Jacobs & Course Duration Clevenger 90 Minutes Ron Jacobs is president of Jacobs & Clevenger, Overview a multi-channel You have so little time to get your customer’s attention. This course shows you direct marketing how to make your direct mail package cut through the clutter and boost your communications response rates. You’ll learn how to create all the elements of a direct mail package agency that provides and come to recognize the key elements that affect the success of a direct mail direct, database and campaign. digital marketing solutions. Founded in Outline 1982, J&C helps clients optimize business Why direct mail remains an important direct marketing channel value, while extending • What is direct mail? communications efficiency. • USPS “Mail Moment” research Ron is a marketing • Truth about direct mail communications thought • What is unaddressed mail? leader and frequent keynote speaker at What you need to know about direct mail formats conferences worldwide. He has won rave reviews • Common direct mail formats for his fresh content – Letter direct mail package that helps organizations rethink core practices – Dimensional mailing and position themselves – Postcards for next-level growth. – Cooperative mailing (Co-op) Ron’s clients include leading organizations – Catalogs in consumer goods, – Inserts (package and statement) business marketing, information marketing, Evaluating direct mail creative utilities, regulated and recently deregulated • Direct mail strategy brief industries, trucks and • Reach prospects on an intellectual, emotional and personal level heavy equipment, software and technology, • Bob Stone’s seven-step formula for winning letters financial services, retail, • Five kinds of copy hospitality and travel industries. • John Caple’s direct marketing principles • 10-point direct marketing copy checklist • Direct mail design • “Who cares” test Creating Successful Direct Mail Campaigns Outline (Continued) Components of the direct mail package • Outer envelope • Sales letter • Brochure • Response device • Lift letter • Buckslip • Case study or testimonial • Reply envelope What you need to know about direct mail production • Printing • Addressing vs. personalizing • Variable data printing • PURLS • Postage • Case study: Blue Cross Blue Shield Registration Rates DMA member $189 Non-member $219
"Creating Successful Direct Mail Campaigns"