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Totally Mailed It: Marketreach Amplifies Direct Mail’s Enduring Impact

By |2024-10-21T09:19:47+00:00October 21st, 2024|

Marketreach has unveiled a new campaign: "Totally Mailed It which is underscoring the relevance of DM in today’s marketing mix. Whilst it isn't revealing any great secrets, after all we all know direct mail works, it is arming us with fresh ammunition to reinforce that message to our clients. In a world where digital spend dominates, this campaign reminds us why direct mail continues to be a powerhouse in the marketing mix: Tangibility: Physical mail creates lasting impressions, with 33% better recall than digital ads. In a sea of ephemeral content, something you can hold stands out. Personalisation: It's not just about adding a name - it's about relevance. The campaign highlights how tailored messages drive significantly higher engagement rates. [...]

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Why DM is a cocktail party in an envelope

By |2024-10-02T06:37:26+00:00October 2nd, 2024|

In a world where consumers are bombarded by countless messages every day – in fact recent estimates suggest that the average person is exposed to 4,000-10,000 brand communications per day!! So for marketers, cutting through the noise can seem like an impossible task. But there’s a psychological principle that can help your brand stand out: the cocktail party effect. The Cocktail Party Effect: Why It Matters The cocktail party effect refers to our brain’s ability to zero in on relevant information even when surrounded by distractions. In a noisy room, you might not hear every conversation happening around you, but if someone says your name, your attention is instantly captured. The same principle applies to marketing. When a message feels [...]

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The Power of Mail in Consumer Decision Making

By |2024-10-01T08:32:03+00:00October 1st, 2024|

In today's marketing landscape, focusing solely on the first and last touchpoints of the consumer journey is no longer sufficient. According to recent research by Google and The Behavioural Architects, the “messy middle” – the phase between awareness and purchase – plays a critical role in shaping consumer decisions. This chaotic, non-linear phase often involves complex decision-making processes filled with obstacles, such as evaluating numerous choices, comparing options, and validating decisions. The research finds that increasingly marketers are beginning to recognise the importance of guiding consumers through this messy middle to ensure they move toward a purchase. And of interest to all our clients, direct mail, which is often seen as a closing mechanism for direct sales, is proving to [...]

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Mail Volumes Surge again in Q2 2024!

By |2024-09-17T08:10:25+00:00September 17th, 2024|

The latest data from JICMAIL's Q2 2024 release paints a bright picture for direct mail once again, with a significant increase in both mail volumes and consumer engagement. Mail volumes experienced a 12% rise compared to the previous year. Political parties preparing for the General Election contributed 10% of this overall volume, representing a massive year-on-year increase of over 343%. But political mail was not the sole contributor to this growth. Sectors like retail and travel also capitalised on the mail channel, further reflecting the broad-based recovery and confidence within the industry. Alongside volume growth, consumers responded positively, with mail engagement metrics improving across the board. Direct Mail, Door Drops, Business Mail, and Partially Addressed Mail all saw increases in [...]

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Effective audience targeting and direct mail

By |2024-09-01T08:47:56+00:00September 1st, 2024|

According to the 2024 Direct Mail Benchmarking Report, effective audience targeting is now the top advantage of direct mail, a significant leap from its fourth-place ranking in 2023. The study suggests that this change highlights the increasing reliance on direct mail by both B2B and B2C marketers for prospecting and reaching potential customers. Direct mail's ability to utilise offline data is proving invaluable in delivering high-potential audiences. By leveraging high-quality permission data sources, marketers can build predictive models that target prospects resembling their best customers. This precision allows for the creation of hyper-targeted campaigns that often yield higher returns on investment compared to many digital channels. Moreover, direct mail's audience reach isn't confined to the physical world. By integrating offline [...]

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Ensuring Data Accuracy in the Age of AI: A Lesson from AI-Generated Mistakes from across the Pond

By |2024-08-07T09:55:32+00:00August 7th, 2024|

In recent months, significant incidents have highlighted the pitfalls of AI when it comes to maintaining data accuracy in public records. These events serve as a crucial reminder of the importance of data hygiene, particularly for organisations that rely on precise data processing. The Incident: Pregnant Woman Wrongly Accused One notable incident involved a pregnant woman in Detroit who was falsely arrested based on AI-generated evidence. Porcha Woodruff, eight months pregnant at the time, was wrongly identified by an AI system as a suspect in a carjacking case. This led to her wrongful arrest and detention for 11 hours, causing her significant emotional distress and physical complications leading to hospitalisation. This case is part of a broader pattern, with several [...]

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Great News for the Direct Mail Industry: Time to Capitalise on the Boom!

By |2024-07-30T14:56:00+00:00July 30th, 2024|

The UK has witnessed its most significant upward revision to marketing budgets in a decade, with companies' financial prospects at their most positive in nearly three years, according to the latest IPA Bellwether Report. This positive trend presents an opportunity for the direct mail industry, which has emerged as a major beneficiary of this increased spending. Direct Mail: A Rising Star The report reveals that direct mail was the second-biggest growth area, trailing only behind events. Budgets for direct mail have been increasing for six successive quarters. The report found that almost a fifth (19.3%) of surveyed companies have increased their direct mail budgets for the next period, aligning with their preparations for Christmas 2024 activities. Capitalising on the Boom [...]

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61% of Marketers Increased Direct Mail Automation Investment in 2024

By |2024-07-23T11:19:50+00:00July 23rd, 2024|

Recent research by SeQuel Response reveals 61% of marketers increased their investments in direct mail automation over the past year​. This trend underscores the transformative power of automation in enhancing the efficiency, personalisation, and effectiveness of direct mail campaigns. Here are six ways automation is enhancing direct mail: Optimised Personalisation Through Data-Driven Insights The era of generic mail pieces is over; now, campaigns are leveraging sophisticated algorithms to analyse customer data, tailoring messages to individual preferences and behaviours. This approach involves more than just addressing recipients by name—it’s about creating content and offers that resonate deeply with each unique recipient. The result is a significant boost in response rates and customer engagement, driven by the precise alignment of marketing messages [...]

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84% of ecommerce marketers say Direct Mail delivers best ROI

By |2024-07-16T13:07:42+00:00July 16th, 2024|

According to a new report by Lob, 84% of ecommerce brand marketers agree that direct mail delivers the best ROI, response rate, and conversion rates compared to all other channels, a notable increase from 74% in 2023. The value of direct mail marketing for the eCommerce industry continues to grow, with 85% of marketers in the sector affirming that it offers the best ROI of any channel their organisation uses. An impressive 91% also agree that it delivers the best response rates. Increased Investment and Automation Reflecting this resurgence, 82% have said that they have increased their budget allocation for direct mail, up from 58% in 2023. The adoption of direct mail automation platforms has also seen a significant rise, [...]

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Direct mail now more impactful than ever!

By |2024-06-26T11:48:42+00:00June 26th, 2024|

The latest quarterly results from JICMAIL reveal another surge in the effectiveness of mail marketing in Q1 2024. The research finds that six percent of all mail types prompted a purchase, two percent higher than the same period in 2023. This increase underscores the growing impact of mail in driving consumer actions, with 46% of these purchases fulfilled online and 32% in-store, reflecting the omnichannel nature of mail. Increasing Mail Interaction and Attention Direct Mail, Door Drops, and Partially Addressed Mail saw a year-on-year increase in interaction frequency, resulting in more ad impressions in Q1 2024 compared to the previous year. Mail's attention efficiency stands out, with Direct Mail garnering 134 seconds of attention per piece across household members over [...]

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