The Direct Mail Solution

A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign

Craig Simpson, Dan S. Kennedy

• Publisher: Entrepreneur Press
• Year: 2014
• Print ISBN:
  9781599185187
• eBook ISBN:
  9781613082553
• Topic: Business
• Subtopic: Marketing
• Index: Business

Reported in 2013 as the marketing channel that "delivers the best ROI for customer acquisition and retention" by Target Marketing’s Seventh Annual Media Usage Forecast survey of B2C, direct mail is surprisingly outdated and under-represented on the marketing bookshelves for small business owners — authors Simpson and Kennedy change that. Millionaire-maker Dan S. Kennedy and direct mail marketing specialist Craig Simpson urge small business owners to drive the momentum built via social media and other marketing avenues into the mailboxes of their target consumers. Unlike other direct mail marketing books on the shelf that specialize in one aspect of preparing a campaign such as copywriting or design, this comprehensive solution covers all — the organizational, technical, and creative including designing, budgeting, tracking, and assessing effectiveness. Also covered is how direct mail can be used in today's online marketing funnels. Benefiting from the authors' combined 30 years in direct marketing, business owners are given the guidelines for what works and what doesn’t, illustrated by real-life business campaigns that show step-by-step how to build a results-producing promotional campaign that pushes the envelope for new business and sales.

Table of contents

• Title Page
• Acknowledgments
• Preface
• CHAPTER 1 - How to Think about Direct Mail to Grow Rich
• CHAPTER 2 - Direct-Mail Basics and Creating the Perfect Sales Piece
• CHAPTER 3 - Sales Piece Format and Design
• CHAPTER 4 - How to Use Direct Mail to Drive Traffic to Your Website—and Then ...
• CHAPTER 5 - The Message and the Messenger
• CHAPTER 6 - Mailing Lists and Segmentation
• CHAPTER 7 - We Know Where YOU Live
• CHAPTER 8 - Expanding Your Mailing Universe
• CHAPTER 9 - Tracking Your Mail Campaign
• CHAPTER 10 - Technical Details That Help You Create Better Mailings—and Save ...
• CHAPTER 11 - Why You Should Be an Information Marketer
• CHAPTER 12 - Putting It All Together—the Details of Scheduling a Direct-Mail Campaign
• About the Authors
• Index
• Create Winning Campaigns Using . . .
• Teaser chapter
• Subscribe to Entrepreneur Magazine
• Copyright Page