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Step 4: Preparing the Creative

The creative is different for Modern iO than normal acquisition Direct Mail. Because visitors have already been to the client’s site, the design, response elements, and copy should further and deepen the client’s story and salient advantages.

As agency, you are responsible for preparing the creative with or for the client. We strongly recommend you use our Design Guide to set them up for success. We’ve seen programs with only an image and an offer, or a ‘brand’ card with no direct response elements that fail to drive return visits and conversions. Again, this is a very different channel, and it’s likely your clients have never done this before. The creative is a key part of engaging that lost website visitor with a one-on-one message and call to action. 

  • Tools: Design Guide PDF, Agency-focused + White-Label Templates
  • To do: Read the Design Guide & Checklist and watch the Best Practices for Direct Mail Retargeting Creative Video.
  • Next Step: Finalizing budget, getting approval for the creative, and preparing to launch the program.
Previous Step 3: Targets and Traffic Review
Next Step 5: Final Approval and Launch
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