Discussion: Direct Mail and Email Marketing Assignment Instructions

The student will complete three Discussions in this course. The student will post one thread of at least 75 words and two advertisements created in Canva.com by 11:59 p.m. (ET) on Thursday of the assigned Module: Week. The student must then post one reply of at least 50 words by 11:59 p.m. (ET) on Monday of the assigned Module: Week. For each thread, students must support their assertions with at least one citation in APA format. Each reply must incorporate at least one citation in the APA format. Acceptable sources include the US Data Corporation and the textbook.

Part One - US Data Corporation

Go to the US Data Corporation's website.

Explain how the direct mail and email marketing services offered by US Data Corporation could be used in the following direct mail and email campaigns.

Pick address lists that describe your target audience for a direct mail campaign and email campaign. Lists are found under “Products and Services.” Explain how the US Data Corporation Lists chosen correspond to the target audience description from Discussion on Target Audience.

Part Two - Create a Direct Mail Coupon Postcard Using Canva.com

In Chapter 19–3, Andrews and Shimp (2016) maintain that mailed coupons achieve a 95% penetration rate, the highest household rate. Further, direct mail achieves a 4.4% redemption rate, the highest rate of all marcom (p. 437).

Using Canva.com, create an aesthetically pleasing, direct mail, coupon. Use pictures, graphics, the brand logo, common colors and fonts, and the tagline. The advertisement design must meet a functional, symbolic, or experiential need of the target audience (Andrews and Shimp, Ch. 5). Attach advertisement (no links) to the Discussion.

Part Three - Create an Email Marketing Piece Using Canva.com

Create an email promotion other than couponing (see Andrews and Shimp chapter 20.) Create a unique design and layout (you cannot use previous ads). Remember to use consistent colors and fonts. Select unique photos (not previously used) that enhance content. Include the brand logo. The email promotion design must meet a functional, symbolic, or experiential need of the target audience. (Andrews and Shimp, chap. 5). Attach advertisement (no links) to the Discussion.

Part Four - Peer Review  

Review another class member’s direct mail and email pieces. Are the designs aesthetically pleasing? Are the right lists chosen? If you are in the target audience, does the promotion make you want to buy the product? Does the promotion meet a functional, symbolic, or experiential need of the target audience? Provide at least one quote from Andrews and Shimp to support your ideas. So that everyone gets a peer review, pick one that has not yet been reviewed, if possible.

Post-First: This course utilizes the Post-First feature in all Discussions. This means you will only be able to read and interact with your classmates’ threads after you have submitted your thread in response to the provided prompt.
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