Lead Generation

 
One of the primary uses of direct mail is to generate sales leads. We provide a variety of tools to help you create effective, timely lead-gen campaigns. There is a workbook to help you manage all the tasks, a response-rate report to help you estimate your expected response, tools for creating a “campaign brief” and a “creative brief” to pin down the details of the campaign, a flowchart to provide an overview of the process, and templates for postcards, emails, and landing pages.

Tools & Templates
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Lead-generation Campaign Workbook
Direct-mail campaigns can be complicated and difficult to manage, especially if there are many lists and multiple testing phases or if personal landing pages are used for responses. The “Project manager’s workbook” is an Excel spreadsheet that you can use to assign and track each task involved in a direct-mail lead-generation campaign.
Lead-generation Flowcharts
These two flowcharts show all the elements involved in a lead-generation campaign. One shows the steps in a print-only campaign, and the other adds the steps needed for an email component and personal landing pages.
Lead-generation Web and Email Page Diagrams
Jump-start the process of creating the internet part of your lead-generation campaign with these diagrams. They show the basic elements of the personalized pages you are most likely to need—email, landing-page, survey, and offer page—all personalized.
Personalized Postcard Template for a Lead-generation Campaign
A postcard is a cost-effective mailing piece to use in a lead-gen campaign. We provide a time-tested basic format for you to follow in designing your personalized card.
Response Rate Report
How much does personalization increase direct-mail response? Everyone has an idea, but facts are hard to come by. This report, based on PODi’s database of hundreds of direct-mail projects, tells how much improvement has been experienced when using personalization in various types of campaigns.
Template for Campaign Briefs
The “campaign brief” is the document that will keep everyone on the same page as you put together a complex direct-mail program. We make it easy to assemble a campaign brief in either of two formats: as a table in Microsoft Word, or as a PowerPoint presentation.
Template for Creative Briefs
A “creative brief” is a tool keep your “creative” team members on the right track to deliver the look, feel, and message that the client had in mind. We make it easy to assemble a creative brief in either of two formats: as a table in Microsoft Word, or as a PowerPoint presentation.
Web Banner Ad Guidelines
Do your customers use Web banner ads to generate leads? Do you use them yourself? The specifications for banner ads are fairly simple, but they can be a mystery the first time through. We offer Marketing Operations members a handy one-page guide to banner-ad specs.
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