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Direct Mail Execution: Creating, Developing, and Executing Successful Direct Mail Projects

Putting Direct Mail to Work: A Mailing for Most Every Marketing Situation 7-1

• Situation #1: Mailings to Rented Mailing Lists 7-2

• Marketing Situation #2: Tactical Mailings for Sales Promotions, New Product Announcements, and Other “Targets of Opportunity” 7-6

• Marketing Situation #3: Inquiry-Generation Postcard Decks 7-7

• Marketing Situation #4: The Sales Rep’s Sales Kit 7-12

• Marketing Situation #5: Sales Inquiry Bounceback Package 7-13

Executing Your Company’s Direct Mail Projects 7-15

• Step 1: Mailing List Selection (Estimated Execution Time: 1- 2 Weeks) 7-16

• Internal Mailing Lists 7-17

• External Mailings: List Execution for Rented Mailing Lists 7-18

• Step 2 : Direct Mail Package Design, Copy and Production (Estimated Execution Time: 1-3 Weeks) 7-21

• Direct Mail Package Development for New Mailings 7-21

Direct Mail Piece Development and Production: Timing and Mechanics 7-22

• Step 1: Sketch Out the Requirements and Sales Copy Points of Your Direct Mail Package 7-23

• Step 2: Direct Mail Package Copy, Development and Production 7-24

• The Proofing Cycle 7-24

• Step 3: The Print Production Process 7-26

• Step 4: Lettershop and Mailing 7-27

• Mailing List Processing 7-29

Marketer’s Action Plan (MAP): Checklist for Executing Direct Mail Campaigns in on-demand CRM 7-31

1.) Create Your Plan 7-31

2.) Plan for Measurement 7-31

3.) Execute 7-33

4.) Track, Measure, and Assess 7-34

5.) Evaluate, Adapt, and Improve 7-34

6.) Follow Through 7-34