Clothing store marketing built on the collection, the first purchase and the win-back

What the sources document. Apparel direct mail is used for CRM-segmented win-back postcards and first-look seasonal catalog or self-mailers, and personalization can be based on purchase or fit preferences.

One team. MBI is one company that plans, produces, and delivers … from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989, which is why one team can answer for a whole campaign instead of a client coordinating three vendors.

direct mail marketing services →targeted direct mail →personalized direct mail →

The three campaigns. Three campaign concepts are researched for this vertical: a new or seasonal collection launch campaign; a first-purchase incentive plus cart/product-view retargeting campaign; and a segmented win-back / lapsed-customer campaign.

postcard mailing services →direct mail and digital marketing →

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail cost →local business marketing →

What the sources document. Apparel Meta advertising is used for collection-launch creative, product catalog ads, and retargeting for product viewers and cart abandoners; a first-order incentive is documented for cold audiences.

FTC advertising guidance for small business states that under the Federal Trade Commission Act advertising must be truthful and non-deceptive, advertisers must have evidence to back up their claims, and advertisements cannot be unfair; an ad is deceptive when it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

What the sources evidence. Opt-in SMS is evidenced for exclusive product-release announcements, purchase rewards, and loyalty communications in apparel/ecommerce.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, and signing up at a point-of-sale or other Message Sender on-site location among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices

digital advertising services →local business marketing →

The print formats. The print formats researched for this vertical are postcards, mini-catalog/self-mailers, catalogs, and promotional flyers.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets the card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long required to be at least 0.009 inch thick; at not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double-stamped card or double postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard, within an aspect ratio of 1.3 to 2.5 inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →direct mail cost →