Marketing Skills: Direct Marketing: Direct Mail

Course Overview

Direct mail is a marketing tool that can be very effective but it is often used in a way that is unprofitable and annoying to recipients. This workshop is designed to show you how to use it correctly and profitably.

Audience

This workshop is designed for marketing managers, marketing executives and marketing support staff involved in producing and implementing mailing campaigns. It is especially useful for those who are interested in measuring and improving the results achieved by their mailings.

Skills Gained

You will be able to use your organisation's direct mail budget more efficiently. The course will also explain how to use direct mail to support a range of other marketing tools so that they produce a better overall result. By showing how to test and measure the results of direct mail, it will ensure that money spent will produce a better return on investment.

By attending this workshop you will develop a better understanding of how to use direct mail, enabling you to act as an advisor to others within your organisation. It will also show you how to do less and get more from your mailings, giving you the opportunity to gain recognition by making impressive changes to current direct mail practices.

Course Outline

• Use direct mail in the communications mix
• Target direct mail prospects effectively
• Gather mailing data from internal and external sources
• Buy mailing lists and select the right mailing subjects
• Create the right mailing message
• Write and produce mailing materials
• Use mailings to test response
• Analyse the costs and benefits of direct mail
• Source mailing services from external suppliers
• Assess your organisation's direct mail strategy

Marketing Skills: Direct Marketing: Direct Mail / 0660