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IDM Award in Direct Mail - Online

Foundation level qualification | Online based


The IDM

Summary

Price
£354 inc VAT
Payment options

Invoice and Credit Card

Between jobs discount - 25%

Charity discount - 15%

Study method
Online, self-paced
Duration
12 months
Qualification
Level 4 Award
CPD
35 CPD hours / points
Additional info
  • Exam(s) / assessment(s) is included in price

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Overview

For those who are new to the profession, or to direct mail, our Award in Direct Mail will give you the skills to plan, create and implement direct mail as part of a wider integrated marketing campaign.

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

Qualification

Level 4 Award

CPD

35 CPD hours / points
Accredited by The IDM

Description

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

  • Understand how direct mail operates, with a detailed introduction to the GDPR

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

Who is this course for?

Learn the principles of Direct Mail and build effective campaigns to grow your business.

Career path

This programme is designed for those who are new to the marketing profession and provides delegates with the principles in best practice to support your career development within direct marketing.

Questions and answers

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FAQs

What does study method mean?

Study method describes the format in which the course will be delivered. At reed.co.uk courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on reed.co.uk, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as ABC Awards and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.

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