Direct Mail and Digital Marketing campaigns generate results on their own but these results are amplified when they’re put together as part of a multi-channel strategy, with each of them bringing something different to the party.
With advanced CRM systems and technical workflows, the personalisation capabilities of both direct mail and digital communications are vast. Beyond that direct mail brings trust, credibility and longevity, with email and social media bringing spontaneity and frequency of message.
70% of people have been driven towards an online activity by direct mail, whether that’s in response to a personalised offer, to complete a form or to search for further information. Source JICMAIL
Reflecting on all of the projects that we’ve worked on over the past few years… The ones that have generated the best results are those that seamlessly integrate digital and personalised direct mail communication.
‘Recognised as the UK’s leading ‘mezzanine and workspace’ specialist, Spaceway enhanced their customer experience by following up an online quotation tool with a personalised printed brochure that reflected the information that the prospect had specified on the website.’
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In a world where many businesses are operating a ‘digital first’ strategy, we think it’s important to reinforce the value of incorporating personalised direct mail into your multichannel plan…
Campaigns are 43% more likely to report revenue uplifts when mail is in the mix
Campaigns are 64% more likely to report market share uplifts when mail is in the mix
Arriving directly in consumer’s homes, direct mail builds trust and credibility, with 70% of consumers feeling valued by the sender
Source https://bit.ly/marketreachreport
Printed material has also been proven to aid retention and brand recognition, with academic researchers confirming that students retain more information when they read something in a hard copy format.
One of the theories behind this is because people approach digital texts with a mindset suited to casual social media, devoting less mental effort than when they are reading print. Whilst we’re not scientists and obviously can’t confirm whether this is the case, from personal experience, it certainly rings true.
With marketreach reporting that 95% of direct mail is opened, read and filed, personalised print gives you the opportunity to stand out from the crowd.
Our inboxes are full of unsolicited emails, making the average email open rate of 16.97% understandable.
Proven Return on Investment
Whilst open and retention rates for direct mail are impressive, realistically key stakeholders are more interested in response and sales figures. Here we share some relevant figures that highlight the positive impact of personalised mailings.
Research from our friends at the Data and Marketing Association shows that the average response rate from a posted mailing is 4.4% compared to 0.12% for an email. This is backed up by IPA Touchpoints who state that 35% of consumers have made a payment or donation, in the past year as a result of receiving a piece of DM.
The results are obviously speaking for themselves as in the 12 months to the end of March 2022 Royal Mail’s published financial results showed a 30% increase in advertising mail.
Some Useful Research
For more details check out the full marketreach report and the free assets on their website:
https://bit.ly/marketreachreport
https://bit.ly/marketreachwebsite
Building Personal Connections
The b2b and b2c businesses that are soaring are those that are working hard to build personal connections with their customers with both digital marketing and direct mail playing a part in their efforts
With an average of 7 touch points needed to turn a prospective buyer into an actual buyer, direct mail would be the perfect addition to any campaign. Your messaging won’t be fighting for attention amongst hundreds of inbox emails and social media posts and your prospective customer will feel like a ‘name’ and not just a ‘number’.
For ideas on integrating your direct mail and digital communications, check out our blog or get in touch by giving us a call on 01737 428169 or emailing hello@wearerethink.uk.
