What is direct mail?
ADVANTAGES OF DIRECT MAIL, AND DISPELLING SOME MYTHS
Higher Response Rates
And a recent study by RetailWire found that direct mail stays in the home for an average of 17 days (in which it could reach other household members increasing its reach) compared to just 2 seconds for an email.*
Targeted and Personalised
Direct mail also allows you to get personal, as each piece of direct mail can contain personalised and targeted messages. You can utilise insights from your database, like previous purchases, to craft a message that is specific to that person, designed to appeal to that person specifically making them feel special and your mail piece memorable. Thus, increasing your likely response rate.
Easy to Measure
You could also create Personalised URL (PURL) to both track traffic but also to create a bespoke and personalised experience for the consumer (spoiler alert, more on that below)
Royal Mail run a number of postage incentives throughout the year which can offer large discounts, and initiatives like partially addressed mail can also significantly reduce your cost base (more on that in a bit).
Quick Turnarounds and a Range of Formats
Direct mail print also allows for a wide variety of formats. From postcards to leaflets, to catalogues and magazines, from one-piece mailers to die cut shapes – your mailer can be whatever you want it to be! Check out some examples further down the page. A word of caution though, some formats will cost more than others, so format selection is important when determining campaign costs and potential ROI.
CONSUMERS LOVE MAIL!
It is official – consumers crave real, tangible and ‘human’ interaction.
DATA & AUDIENCES
The most important part of any acquisition campaign is getting in front of the right audience. But if you don’t have your own proprietary database, or if that database isn’t big enough, what can you do? What about poor quality and ageing databases? Here are some of the ways we help our customers gain a bigger reach with their marketing campaigns.
By turning your data into valuable insight we can reduce wastage in effort, time and spend by focusing your marketing efforts and budgets on delivering compelling, effective and targeted acquisition marketing activity.
An up-to-date and clean database means a more targeted and reliable delivery of your marketing or business critical messaging, less returned mail and reduced costs.
Think about the last time you received direct mail that was addressed to someone else:
- How did it make you feel about the sender?
- What if you received something addressed to someone recently deceased?
Data deteriorates very quickly – from your customers moving to bereavement, there are lots of ways that your data can become inaccurate and redundant. Before undertaking any mailing or direct marketing campaigns, it is essential to ensure your data is cleansed, up to date and fully optimised.
Data cleansing should be an integral part of every marketing plan, and we recommend that there are certain data cleansing tactics that are undertaken every time you mail, like screening against MPS, goneways, deceased and making sure to remove duplicates.
Door drops can be as small as a few streets or they can cover every household in the country.
Partially Addressed Mail
So, if your business has been restricted with data due to GDPR or you are looking at new ways to engage with prospective customers, this provides another route to target a larger audience and maintain your promotional activity. The bonus being it costs less than fully addressed mail.
We can use your existing database to help find the right locations that have a high likelihood of being the right audience for you. The mailings can be partially addressed to the ‘occupant’ or to ‘holiday lover’ or whatever you decide to choose.
The benefits of using Partially Addressed Mail:
- Lower costs than fully addressed mail
- Significantly reduced data costs
- Fully GDPR compliant
CONSIDER THE WHOLE CUSTOMER JOURNEY
Mail should be strategically integrated into the customer journey, working alongside other channels to deliver the maximum value.
Making the case for integrating your direct mail marketing with your digital marketing
This increased direct mail cut-through increases the awareness of a brands digital platforms, boosting traffic to the website and social channels which, in turn, will help boost the website’s SEO ratings. So, direct mail improves the visibility of your website and brand online!
And by Integrating the message across all channels – direct mail, email, social media, digital advertising, etc. – and timing them to land at the same time increases the ‘Halo’ effect gaining on overall larger impact.
In terms of costs and ROI, Direct mail can be a gate-opener to ongoing low-cost conversation and engagement, by moving those engaged responses to online customer communications like email to continue their engagement with the brand.
Integrating offline and online marketing
- Use recent purchases or customer profile to personalise and vary your offer, artwork and imagery.
- Use email to SMS to send teasers or follow ups to direct mail campaigns
- Add a QR code to your direct mail piece directing them to a specific campaign landing page.
- Provide a unique online offer code.
- Integrate Direct Mail for abandoned baskets
Automate your multi-channel marketing
- Alert a customer to a mail pack arriving that day via SMS
- Strengthen your promotional messages with an automated email on the same day of mail pack delivery
- Send timed SMS or email reminders based on delivery date
Delivering you a truly integrated and multi-channel customer communication strategy.
lET’S TALK COSTS
- Size of your direct mail
- The weight of the direct mail
- The type and weight of paper stock
- Any specialist finishes
- Any additional inserts into the mail pack
- The number of copies being printed
- The type of postage service you choose.
However, a direct mail does not cost as much as you may think, especially when you use a direct mailing specialist and mailing house.
When you post out your own direct mail is can become very costly, due to the costs of design, paper, printing, envelopes and postage. When using a direct mailing house like bakergoodchild, you benefit from the discount our bulk ‘buying’ afford us as we pass those directly onto our customers. We also have the best rates on postage due to the high amount of direct mail we post on behalf of our clients every year.
bakergoodchild’s top tips for creating an effective direct mail campaign
What are your objectives?
Consider using partially addressed mail or door drops to increase your direct mail reach without the high costs associated with ‘buying’ data.
A strong headline
Good use of imagery
Research costs and define budgets
Decide how you will integrate digital marketing in your direct mail
Don’t forget tracking
Direct mail marketing is a never-ending process (in a good way!) and it is so important to track your response rates so that you can continue to make improvements to your campaigns.
Commit to more than one mailing
Work with a print and mailing house specialist
DIRECT MAIL INSPIRATION
BRAND: Handy Mailing | CAMPAIGN: Acquisition Mailer | AGENCY: In-house
Direct mail can be (and often should be) fun if you want it to be engaged with. Mailed in a clear plastic sandwich bag, insider thereich bag was a die-cut insert that looked just like a peanut-butter and jelly sandwich, along with a fun, creative message.
Marketing decision makers were sent a sweet reminder that proved DM does build a more emotive connection with customers. Recipients were sent personalised letters made of the finest milk chocolate. Giving them something to hold, read and even taste!
But remember, Mail doesn’t have to be expensive or use complicated technology or printing techniques to be effective. Sometimes all you need is a plain sheet of paper and the right idea to be remembered.
Online retailer Notonthehighstreet wanted to make their catalogues were an integral part of the customer experience. They created four digitally enabled catalogues that took customers straight from the page to the app, removing the need to search for a product online. All customers needed was their phone to scan and buy what they saw.
Nestle sent out a mailer that was made to look like the card left by postmen when they’re unable to deliver a parcel.
Instead of saying that a package couldn’t be delivered, however, the mailer claimed that the package (KitKat chunky) was unable to be posted as it was ‘too chunky for your letterbox’. The lucky recipients were able to exchange their card at their local newsagency for a free KitKat Chunky chocolate bar.
Gothenburg Homeless Aid created an experiential idea and delivered it through mail. They wrote letters asking for donations, but first put the letters out in the streets for a whole night. When the wet and muddy mail landed on the recipients’ doorsteps, they stood out for all the wrong reasons, but also brought home to them the plight of the homeless.