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Crafting Effective Website and Direct Mail Content for Maximum Engagement

The content of your website significantly affects its success. Aim for concise, interesting text that users can quickly navigate. Avoid jargon and break down information into easily digestible chunks with headlines and bullet points. Incorporate direct mail strategies to target specific customers, personalizing each message to enhance response rates. Utilize diverse formats like postcards and catalogs, and encourage immediate action through measurable responses. This approach ensures higher engagement and effectiveness in your marketing efforts.

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Crafting Effective Website and Direct Mail Content for Maximum Engagement

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  1. SEM1 3.05A - Promotion PI - Write website content

  2. EFFECTIVE WEBSITE CONTENT THE CONTENT OF A WEB SITE HAS A SIGNIFICANT EFFECT ON THE SUCCESS OF THE SITE INTERESTING Relevant Link(s) to more detailed pages for more information EASY TO NAVIGATE Information needs to be easily located Do not use: Long sentences jargon • CONCISE • Space is limited – use it wisely • Break the text up: • Short sections (chunking) • Many headlines • Bullet points • Get information as quickly as possible – update frequently • Users will lose interest if too much text • Make it concise yet interesting

  3. “Chunking” Website Copy • Chunking: presenting information by splitting concepts into small pieces or "chunks" of information. • reading and understanding is easier and faster • Chunking is very important: • Web readers scan for information instead of reading completely

  4. SEM1 3.05 Activity • Students work in pairs and create copy for a web site based on effective website content • Cut out a magazine article about a sport/event product. • Rewrite the article so that it is appropriate for the web and create a web page about the product • Include: • Chunk-sized pieces of information • Headlines, bullet points & legible font size • Short paragraphs • Relevant & interesting info for your target market

  5. SEM1 3.05A - Promotion PI - Develop a direct mail offer for SEM products

  6. Direct Mail • Direct Mail – Advertising sent directly to customers, or potential customers. • Usually through mail • Targets specific customers • Measurable • Goal = generate a response • Technology in direct mail? • Product samples, Sound, QR codes

  7. DIRECT MAIL FORMATS • Postcards • Catalog • Sales flyer/brochure • Newsletter • Larger letter envelopes • Letter envelopes • CD/DVD disc • Contest/sweepstakes response

  8. 6 Strategies forEFFECTIVE DIRECT MAIL • Send to specific target markets • NO Mass marketing • Personalize (Address the recipient by name) • Never address to a company - (Dear “Dominos’ Customer”) • Designed to draw attention • Unique and Interesting • Keep consumers from throwing it away

  9. 6 Strategies forEFFECTIVE DIRECT MAIL 4. Detailed copy (more writing) • Provide more explanation of features and benefits • “targeted” consumers will read more! 5. Encourage immediate action • Get consumers to visit store or website • Get consumers to buy the product 6. Measurable • Include coupons or reply card • Collect data

  10. Direct Mail Advantages Disadvantages Throw – away High cost of lists Longer lead time Expertise required to really hit target market Expensive Postage • Targeting • Personalized message • Measurable • Different from your competitors

  11. PROCEDUREof DIRECT MAIL CAMPAIGN • Choose your Product • Define your Customer • Define the TARGET MARKET that is going to be interested • Create a DIRECT MAIL LIST • Design • Customers need to quickly connect with it • Print and Mail • Follow-Up and Document • Follow-up when you get a response • Document those customers for other campaigns • Repeat!

  12. Activity • Choose One: • Create a direct mail piece to get people in the community to attend an AK Sporting Event or Theater Production. Or • Create a direct-mail piece for studentsto purchase an AKHS Knight’s mascot bobble head doll. • Directions • Determine which type of direct mail to use • Target a specific person (Pick someone!) • Design it to be unique and draw attention • Include detailed copy to explain features and benefits • Encourage recipient to take immediate action • Include a way to make it measureable (Coupons, Reply Cards, RSVP)

  13. Web site links for direct mail • http://www.businesstown.com/marketing/directmail-sample.asp • http://www.writinghelpinc.com/directMail.php • http://www.danielleadams.com/Sample_Letters.html • http://www.forbes.com/sites/loisgeller/2012/08/03/the-ridiculously-inexpensive-magic-of-direct-mail-letters/ • http://www.directcreative.com/samples.html • http://directmarketing.thomsonlocal.com/Marketing-Services/Direct-Mail-Services/Sample-Direct-Mail-Letters/

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