Course description
IDM Award in Direct Mail
Learn how to put the core principles, concepts and practical applications of direct mail into action and how to plan, develop and deliver highly targeted and personalised direct mail campaigns.
During your Qualification in Direct Mail, you will learn to:
- Create and execute direct mail as part of an integrated marketing campaign
- Understand the role of direct mail in the multichannel marketplace
- Plan, create and implement a direct mail campaign from creative through to production and evaluation
Upcoming start dates
Training Course Content
Module 1: Direct mail and its place in the media landscape
- Understand the development of direct mail and its place in the history of marketing
- Identify the features that contribute to making direct mail uniquely powerful
- Appreciate the strengths of direct mail and the role it plays at different points in the customer journey
Module 2: Planning for direct mail
- Understand and evaluate your marketplace
- Develop a business case for direct mail
- Be able to set goals and formulate budgets
Module 3: Defining your customers
- Identify why targeting is central to the planning of your direct mail campaign
- Be able to pinpoint the right target audience for a given campaign
- Assess how to use audience information to refine a campaign
Module 4: Databases and lists
- Know how best to maintain your customer data in-house
- Identify what data you need to capture in order to communicate with your target audience
- Be able to select and buy quality/reputable external mailing list data
Module 5: Creative
- Develop an awareness of the formal approaches to generating good creative
- Understand the basic principles of good copywriting and design
- Be able to put together a creative brief and evaluate it
Module 6: Production
- Be aware of the key processes involved in the physical delivery of direct mail
- Understand the different formats and materials and what can successfully be mailed
- Identify what represents ‘quality’ in respect of direct mail
- Assess what is needed at each stage in the direct mail production process
- Be able to confidently brief stakeholders at each stage in the process and evaluate briefs produced by others
Module 7: Evaluating your campaign
- Identify the role of testing and analysis in developing direct mail
- Be aware of the basic principles involved in testing
- Understand the infrastructure requirements in developing a successful testing programme
- Identify basic benchmarking skills
Module 8: The law and social expectation
- How Direct Mail fits into the GDPR
- Mail’s GDPR advantage
- Direct Mail and cross-border campaigns
- Using Direct Mail and personal data
- Consent and Direct Mail
- Legitimate Interests and Direct Mail
- How to communicate Consent and Legitimate Interests
- Special categories of data and Direct Mail
- Using and selling lists – implications for Direct Mail
Module 9: Integration
- Assess the comparative strengths of a range of media
- Understand how to approach planning and buying as part of an integrated campaign
Module 10: Direct mail ‘Hall of Fame’
- Be aware of how some direct mail campaigns have achieved success
- Identify how various marketing tools and techniques are used to enhance direct mail campaigns and achieve positive response/sales
- Consider existing creative approaches that make direct mail a welcome and enjoyable experience for the recipient
Course delivery details
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Enjoy the flexibility of devising your own personalised study routine with our online courses, created by experienced industry practitioners, using content that is unique to the IDM.
Why choose Data and Marketing Association
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £250 + VAT
Non-members: £295 + VAT
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Data and Marketing Association
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...