San Diego Postal Newsletter - February 2008
San Diego Postal is proud to host the:
San Diego PCC Certificate in Direct Mail Marketing
Here is the schedule and the course descriptions, all courses will be held at the San Diego Postal and Shipping Equipment training center 12255 Crosthwaite Circle, Poway, CA 92064.
Advance Registration is STRONGLY advised, only 50 seats are available
For registration and more information see the end of this article or contact the San Diego Postal Customer Council.
MAILING LISTS, Data Processing, and Database Management
Wednesday, March 12 10:00 am to 12:00 noon
What’s the most important element in your direct mail effort?
It’s the mailing list; because it doesn’t matter how irresistible your
offer, or how great your creative sells—if you reach the wrong people, your direct mail will fail.
In this session, you’ll learn:
- How to select the right list for you
- The critical differences between acquisition- versus retention-based data use
- List hygiene & file enhancement options are available?
- Prospect list rental processes and procedures
- What kinds of lists are available
- How to really understand the information on a list rental “data card”
- Web based list rental access
- Managing the inevitable scenario of undeliverable mail
- Proper communication and recommendations to those that want “off your list”
OFFERS That Sell!!!
Wednesday, March 19 10:00 am to 12:00 Noon
What’s the fastest way to improve response? Change the element that actually drives your response
—the offer. Too many times, the offer is an afterthought
(or worse, there’s no offer at all).
In this information-packed session, you’ll learn:
- How to craft a Direct Sell offer versus a Lead Generation offer
-How the specific words you use will affect response—either positively or negatively
- How to design your offer(s) to complement the steps in your sales process
- What you need to know to NEVER be surprised about the quality of your leads again
- How to actively manage the lead quality/quantity tradeoff
- How to banish the ho-hum “more information” non-offer
- How to make every offer sound irresistible
You’ll leave this session with a list of more than 100 compelling offers for your next test!
COPYWRITING Workshop
Wednesday, April 16 9:30am to 12:00 noon
Copy in direct mail must SELL! How can you ensure your copy gets the job done?
Discover a simple 7-step process for planning a more effective creative message.
Then you’ll put it into practice, as you write and edit various direct mail pieces during this workshop.
Before you leave this session, you will know how to:
- Develop a creative outline that makes writing your actual direct mail a breeze
- Craft headlines that will get your direct mail opened
- Incorporate the key elements of the sales process into all of your copy
- Write sales letters that really sell
- Edit your copy to boost response
- Recognize good direct mail copy when you see it
Bring your latest direct mail efforts to this workshop. You’ll evaluate your copy on the spot
and get started on drastically improving response by revising your copy to really sell.
DESIGN and Package Format, and Package Review
Wednesday, June 18 10:00 am to 12:00 noon
How do you put an effective direct mail package together?
What package format should you use? What pieces should you include inside your envelope
and should you use an envelope?
How do you get your package opened or past the “gatekeeper”?
And what makes one direct mail package get 3 times the response of another?
Learn how to review your entire direct mail package from the eyes of your prospect. You’ll discover:
- Everything you always wanted to know about direct mail formats, including:
the best-responding envelope sizes, self-mailers, “lumpy” and dimensional packages
- The simple process for determining exactly what pieces should go into your package
- 2 key roles of design and when design can actually depress response
- 7 proven steps to effective design of any direct mail package
- How your package is viewed by your prospect along with a half-dozen ways to easily
boost its response
Submit your current direct mail package via email to have it discussed at the session.
(It’s like having a personal consultation with the instructor!)
TESTING and Financials
Wednesday, July 9 10:00 am to 12:00 noon
Testing is the key to maximizing every dollar of your direct mail investment.
It’s how you can steadily boost your response rate and your profit! Each time you mail,
you should be learning something—by comparing lists, offers, headlines, emotional appeals,
and more. Find out:
- When a test makes sense for you
- What to test first and why
- How to construct a test and how to read results
- How to test more than one element at a time
- How big of a sample you need for valid results
- How to set up tracking
- How to analyze what really happened in your test
You'll learn how to run the critical "DM Math" calculations including: breakeven analysis,
response analysis, return on investment (ROI), test of statistical significance and more.
PRINT PRODUCTION and Selecting a Mailing Service
Wednesday, July 16 9:30 am to 12:30 noon
It could be the largest expense in your direct mail campaign; be sure you understand
how to maximize every dollar of your printing and mailing budget.
You’ll discover the latest capabilities available for direct mail production, and find out
how to identify the right company for your job.
In this session, you’ll learn:
- How to design “press-friendly” direct mail in the digital age
- Whether to design it yourself or use a graphic designer and what to consider
- Tips and simple changes that can have a big impact on your printing costs
- What you should always discuss with your printer BEFORE designing your mailer
- Data Processing options for maximum postal discounts
- Latest uses of digital color and 1-to-1 marketing
- Attention-getting ideas with unique mailers, such as custom-shaped cards and the latest
USPS-approved formats
REGISTER NOW TO ENSURE YOUR PLACE! SPEED REGISTER AT WWW.SDPCC.
Special Pricing for Multiple Sessions and Attendees!
Complete Certificate:
$125.00 for all six sessions (paid in advance)
Any single session: $25.00 (in advance)
5 registrations from the same company for any single session:
$100.00 (paid in advance) (Pay for 4 registrations, and the 5th
person is free!)
SESSIONS WILL BE LIMITED TO 50 ATTENDEES.
Be sure to include your payment with your registration, or your place in the session will not be held.
Sold-out sessions will not be accepting walk-ins.
For more information, contact:
Eva Jackson at Eva.M.Jackson1@usps.gov or www.sdpcc.org.
All sessions will be held at the San Diego Postal and Shipping Equipment Inc, Training Center 12255 Crosthwaite Circle, Poway, CA 92064
