Account manager direct mail what to know

As an Account Manager in Direct Mail, here are some key things to know:

Understanding Direct Mail

• Direct mail is a form of targeted advertising that involves sending physical mail pieces (such as letters, postcards, or catalogs) to a specific audience.
• The goal of direct mail is to drive sales, generate leads, or build brand awareness.

Key Responsibilities

• Manage a portfolio of client accounts, including planning, executing, and tracking direct mail campaigns.
• Work closely with clients to understand their marketing goals, target audience, and budget.
• Develop and implement direct mail strategies to achieve client objectives.
• Coordinate with creative teams to design and produce mail pieces.
• Oversee the mailing process, including data processing, printing, and distribution.
• Analyze campaign results, provide reporting, and make recommendations for future improvements.

Key Skills

• Strong communication and project management skills.
• Ability to work independently and as part of a team.
• Attention to detail and organizational skills.
• Understanding of direct mail regulations and best practices.
• Familiarity with data processing and mailing software (e.g. USPS, Mailchimp).
• Ability to analyze data and provide insights to clients.

Industry Knowledge

• Familiarity with industry trends, including changes in postal regulations, data privacy laws, and emerging technologies.
• Understanding of the importance of data quality and list management.
• Knowledge of different direct mail formats, such as letters, postcards, and catalogs.
• Familiarity with common direct mail metrics, such as response rates, conversion rates, and cost per acquisition.

Tools and Software

• Familiarity with direct mail software, such as:
  • Data processing and mailing software (e.g. USPS, Mailchimp).
  • Design and production software (e.g. Adobe Creative Suite).
  • Project management tools (e.g. Asana, Trello).
  • Analytics and reporting tools (e.g. Google Analytics, Excel).

Best Practices

• Always follow USPS regulations and guidelines.
• Ensure accurate and timely data processing and mailing.
• Use high-quality, relevant creative assets to maximize campaign effectiveness.
• Continuously monitor and analyze campaign results to optimize future campaigns.
• Stay up-to-date with industry trends and best practices to stay ahead of the competition.

Certifications and Training

• Consider obtaining certifications, such as the Certified Direct Marketing Professional (CDMP) or the Certified Mailpiece Designer (CMD).
• Stay current with industry training and webinars to stay up-to-date on best practices and new technologies.

By understanding these key aspects of direct mail, you'll be well-equipped to succeed as an Account Manager and deliver effective campaigns for your clients.