One of the things that makes Youbee Media different is the way we blend digital and traditional marketing. In many cases, one method compliments the other and messages can be supported by multi-channel campaigns. In today’s digital era, receiving direct mail through the post can be reassuringly tactile, friendly and memorable (when done right).
Direct mail is a form of communication that has been used for decades. To put the power of direct mail into some context, 70% of people say that mail, rather than email, makes them feel valued. If you personalise the mail, it is 35% more likely to drive an actual purchase and it’ll be read and re-read 4.5 times on average. In addition to this, 25% of UK adults bought something or made a payment or donation as a result of receiving mail.
In our latest myth busting guest blog, Molly Turner, our Business Development contact at ProPack shares why she believes Direct Mail campaigns have just as much of a place as ever.
Direct Mail: Myths, Facts and Figures.
Why Mail? Mail plays a unique and compelling role in today’s marketing mix. It’s a tried, tested and trusted performer that drives measurable change in consumer behaviour. In an increasingly digital world, mail remains as resilient and relevant as ever. There are many myths around why your main channel of communication for marketing should not be direct mail, but for every reason why not, there is a reason why you should…
1. It’s very expensive to print and post.
Direct mail is one of the most expensive methods of communications in your arsenal of options. With email, SMS and social media providing the means to put messaging out at a significantly smaller cost.
With the advances in software and digital print, having hyper-personalised direct mail content has never been more accessible and appealing with the right data management. Generic mailing content really does not need to exist anymore, it’s simply too expensive to get the targeting and content wrong! Using the right data technology can ensure that you avoid the hefty costs that can come with getting it wrong. For example, using programmatic mail to automate the production of the direct mail and using variable images and texts to ensure the content is relevant can ensure that your mail goes out to the right person at the right time - containing just the right message to generate the right action.
2. There’s a lot of wastage.
Too many of the mailings you send out will go to people who have no interest in interacting with your company.
Waste occurs through a failure to accurately target. By understanding your data and your audience you can achieve a higher uptake. More than 92% of direct mail is opened and 48% of adults took action after receiving direct mail last year. Personalisation is a key tool in the marketeers armoury, it drives up the relevance of your communications and increases cut through.
Direct mail shouldn’t be used in isolation, it should always be part of an integrated marketing strategy that involves different tools and techniques. A clear objective will ensure there is no wastage.
3. It just gets thrown away.
People view direct mail as junk mail and will immediately discard it without even reading it.
Marketing emails are often dismissed from the subject line alone as more people access emails on mobile phones than on their desktop, an email is just a swipe away from being deleted. Addressed mail stays in the home an average of 17 days with 92% of all direct mail items being opened and 63% of those are opened immediately. At the very least, your message gets a cursory glance.
Direct mail achieves an average ROI of 29% compared to an online ROI of 16%, customers are more likely to respond to communication that feels personal and direct mail, if done well, feels more personal than the more frequently used online options. It cuts through the noise because it is more memorable.
Making your direct mail memorable is all about planning and strategy. Again, personalisation is a vital tool and it needs to be sent at the right time to avoid getting thrown away, doing your research is key. For example, direct mail sent on Monday to Wednesday is most likely to result in a purchase.
4. It takes too long.
Email can be in the recipient's inbox in seconds, direct mail takes days as it must be printed, fulfilled, given to the postie and delivered.
It is true that direct mail takes more time to produce and get to the recipient, but not all marketing campaigns are thought up and executed in the matter of hours. When planning a campaign the potential of direct mail and its effectiveness should be considered.
With the advent of programmatic mail, it is possible to connect e-commerce strategies with direct mail and have printed communication follow up to online browsing. For example, John is browsing red trainers during his lunch break, drops a pair into his basket but doesn’t check out. An afternoon programmatic process runs, creating a piece of direct mail and sending it first class, landing on John’s doorstep the following morning. While it takes longer to get there, the mailer isn’t competing with inbox space with all the social media notifications and every other retailer that John visited during his lunch break.
Direct mail may not be right for all campaigns, but it has its merits and should be considered as a strong tool in your arsenal, even when you need to be responsive.
5. It isn’t environmentally friendly.
Direct mail uses too much paper and it isn’t environmentally friendly.
Yes, direct mail is less environmentally friendly than email, however, it’s your choice as to how environmentally friendly you want your direct mail to be. It is easy to use recycled papers, paper from sustainable sources, water-based inks or biodegradable wrapping. You determine if your direct mail is environmentally friendly or not.
If you select the right products, it’s possible to be 100% recyclable with your direct mail and it’s not cost prohibitive when you compare them to non-recyclable alternatives.
6. PAM ('Partially Addressed Mail') Success.
88% of Partially Addressed Mail is engaged with by prospective customers. That can include being opened, read, sorted, filed, displayed or being returned to.
Partially Addressed Mail is an effective addition to the mix to help hit your acquisition targets – especially in a GDPR world – and the numbers back this up.
Partially Addressed Mail is precise, targeting small groups of around 15 households in a postcode.
26% of Partially Addressed Mail items drive commercial actions – like purchasing or going online.
Partially Addressed Mail items are revisited up to 4 times on average.
For every 100 items of Partially Addressed Mail, 9 are passed on and shared.
Partially Addressed Mail items stay in the home for a week on average.
Partially Addressed Mail engages people at all life-stages, from millennials to retirees.
Explaining Mail Automation
Mail is always evolving to incorporate new techniques and technologies. Two recent developments are Programmatic Mail and the seamless integration of mail within today’s marketing automated platforms.
Programmatic Mail allows you to retarget customers who have interacted with you online, using permissioned data that is GDPR-compliant. It’s the automated production of a piece of printed direct mail (employing variable images and text for relevance) triggered by a specific customer interaction, such as basket abandonment. In such a case, Programmatic Mail can deliver a personalised discount voucher, featuring a picture of an item, from a customer’s basket to them within 24-48 hours. Combine the impact of mail with bespoke messaging triggered by a customer’s online activity.
Automated direct mail integrates mail into your overall marketing programme and other automated systems, such as Data Management Platforms, CRM systems and billing or accounts. There are solutions and platforms for every business size. That being said, it is worth looking for those which deliver the same experience across all the types of media you wish to use, and which do so in a scalable way – allowing your business to grow. With just a few clicks, it allows you to generate a print piece which can, in turn, influence the customer’s path to purchase.
“In the age of AI and marketing automation the old challenges with direct mail are about to change as it is quickly becoming a major part of every customer lifecycle campaign.” Rob Rebholz, Managing Director at Direct Mail Automation Tool Optilyz.
“Programmatic Mail is an exciting new development for marketers. It enables digital and direct mail to work seamlessly together and combines online and physical channels in a way that is likely to significantly improve ROI.” Mark Cripps, EVP, Brand and digital marketing, The Economist Group.
The benefits of automation for your business:
- Campaign consistency across the customer journey.
- Data allows for advanced personalisation.
- Integration with printers means mail can be sent almost instantly.
- Your overall campaign ROI is enhanced.
- Performance on each channel can be measured.
- Automation reduces the cost of direct mail.
Key reasons to consider Programmatic Mail:
- Greater impact than retargeting via digital display.
- It can be in your customer’s hands within 24 to 48 hours.
- Content can be fully tailored to reflect online activity.
*information and figures from jicmail.org.uk and marketreach.co.uk
From acquisition to retention - whatever your goals are, Propack can offer you a suitable direct mail solution.
Head over to Propack's website to find out more.
For social media management advice, work with Youbee Media or join one of Becky’s marketing workshops for expert consultancy support.
