Direct Mail Strategy with Trish Witkowski

Direct mail is powerful, customizable, and private, and it virtually guarantees at least five seconds of focus from the recipient. On average, it also returns twelve dollars for every dollar spent. Not everyone sees stellar results, however, and that's because not everyone understands how to create mail that performs. This course gets to the bottom of the strategy behind effective direct mail, and provides the foundation you need to mail with confidence. Trish Witkowski will show you how to create a mailing list that's tailored to your audience, craft a compelling message, and decide on a format for your mail campaign, whether it's a postcard, folded mail piece, or envelope mailer.

Topics include:
Defining the mailing list
Keeping your mailing list up to date
Creating the offer
Formatting strategies
Using special packaging like varnishes, stamps, and stickers
Leveraging technology, such as variable data printing
Adding an Intelligent Mail barcode
Green mail strategies
Tracking and measuring results from your direct mail campaign