Direct Mail is not Dead but is Certainly Changing
A look back on 2014
In 2015, Baker Goodchild is proud to be celebrating its twentieth year of delivering mailing expertise to businesses in the UK and overseas. Based in the heart of the Midlands, our Birmingham based team works hard to offer innovative and effective print, direct mail and postal solutions to businesses of all sizes. With it being the New Year (and a pretty big year for us) we thought we’d reflect on 2014 and share some of our thoughts on the future of direct mail.
Customer mail production
Looking at customer mail production as one of our key performance indicators has cleared up any rumours that direct mail is dead. From 2013 – 2014 we experienced a 19% increase in the number of mailings conducted within the year and a 29% increase in the annual volume dispatched. Over the last year, more and more brands have been interested in re-introducing direct mail into their marketing mix and we have been more than happy to assist!
Investment and training
Our ever-expanding client base (we had a 31% increase in new accounts last year) has meant that we have had to invest in new equipment and hire new team members to assist us in fulfilling direct mail requests. In 2014, we invested £297,000 in new printers and mailing machines and hired ten lovely new employees to join our team.
As well as purchasing new mailing machines, guillotines and printers, we have also invested in upgrades for our seven types of mailing software and training in sales, marketing, health and safety and finance for our growing team.
Our investments in our employees, equipment and services have clearly paid off, with figures showing a 325% increase in customer referrals, a 26% increase in customer quotations and a 41% increase in sales between 2013 and 2014 and we intend to go on as we’ve started.
Direct mail isn’t dead
Forget what you’ve heard, direct mail isn’t dead. You’ve only got to look at our figures from last year, along with the fact that it offers a higher ROI than radio, cinema and internet advertising to see that. There is a bright future ahead for direct mail and those who invest in it.
Something we have learnt over these last few years is that direct mail is changing. As with all marketing methods, it no longer works in isolation and instead must be integrated as part of a multi-channel marketing solution. Direct mail paired with new technologies like QR codes, NFC and Augmented Reality provides a path between the physical and online worlds and becomes a necessary step in driving conversions.
Direct mail has always and will always be one of the best ways for brands to engage with customers on a personal level but used as a component of a much larger marketing strategy, it has the potential to offer a ROI like never before.
2014 was a great year for direct mail and a great year for Baker Goodchild and we can’t wait to see what this year has in store!
We hope you’ve enjoyed our look back to 2014? But what’s even better than looking back is to look forward. There are many great things to look ahead to in 2015, give us a call to discuss any of your requirements for this year.