Think direct mail is too expensive? Think again

By |2024-05-15T05:31:13+00:00May 14th, 2024|

At the recent Ultimate Direct Mail workshop Lauren Mason, marketing director of Live Unlimited and Ro & Zo showcased the power of direct mail and smashed the perception held by some marketers that it is too expensive to add into the marketing mix. Talking about her first experiences of direct mail this year, Mason found that acquiring customers through direct mail was more affordable than digital methods. She was surprised to discover that not only did it drive higher retention rates but that it also boosted LTV (lifetime value) and AOV (average order value). This indicates that Live Unlimited and Ro & Zo customers acquired via direct mail are likely to stay longer and spend more, providing a solid and [...]

Unleashing the Magic of Mail

By |2023-09-25T12:24:44+00:00September 25th, 2023|

We are all now coming round to the fact that there's something timeless and magical about direct mail. You just have to scan the recent news headlines to see that mail’s resurgence is not a flash in the pan. According to JICMAIL its effectiveness recently reached its highest point in a year and a half, with an impressive 31 per cent of mail driving positive commercial outcomes for brands. It is also now the most trusted form of marketing by consumers and commands attention for c.2 minutes across a lifespan of 28 days in the home. Its therefore unsurprising that Marketreach has breathed new life into their "Magic of Mail" campaign, aiming to showcase the incredible attributes of physical mail [...]

Attention please! DM proven to be a high attention channel

By |2023-08-29T15:09:56+00:00August 29th, 2023|

A year-long, in-depth study conducted by JICMAIL has revealed that on average, a direct mail piece holds consumer attention for 108 seconds. Similarly, partially addressed mail commands attention for 64 seconds, while door drops maintain engagement for 46 seconds. This definitively positions mail as a high-attention channel. This is particularly true when amalgamating these new metrics with existing research that underscores mail as the most trusted form of communication, a compelling case emerges for integrating mail into the marketing mix. In addition, JICMAIL has collaborated with PwC to convert these attention-based metrics into an average cost per minute, specifically targeting various audience segments. This enables marketers to make direct, comparative evaluations between mail and alternative media formats. The study reveals [...]

Those most likely to donate as a result of Direct Mail

By |2023-07-21T09:18:23+00:00July 21st, 2023|

A new study, The Future of Direct Mail 2023, reinforces the effectiveness of direct mail, with the overwhelming finding that 81% of people engaging with direct mail in some way. Almost two thirds were found to have purchased a physical product as a result of receiving a piece of DM, 43% took advantage of a discount or special offer that was promoted through the mail, 35% applied for a financial product whilst 25% donated to charity as a direct result of a call to action within a mail pack. With charity fundraising suffering as a result of the cost-of-living crisis, understanding the impact of direct mail and who is most likely to respond is incredibly valuable. The report finds that, [...]

Decision Marketing: Direct Mail revival beats rivals

By |2023-01-04T09:28:09+00:00January 4th, 2023|

Martin Rides writes for Decision Marketing about the role of mail moving forward into the new year. You can read the article here or below Brexit, Covid, supply chain chaos, cost of living crisis, economic freefall, postal strikes, train strikes, nurses strikes, economic freefall, worst and longest predicted recession… yep, the country is royally screwed and teetering on a knife edge. There’s no dressing it up, this year has been a shocker and next year is going to be even tougher for the marketing industry. Everyone is battening down the hatches and putting survival plans into place. Yet, there is one small glimmer of light… The resurgence of direct mail as a legitimate and effective marketing channel. If nothing else, [...]

Data hygiene is all academic, isn’t it?

By |2022-11-14T11:09:16+00:00November 8th, 2022|

How alumni teams at higher education institutions can enhance relationships with past students and increase lifetime value Digital transformation scores a B+ According to a study by McKinsey, almost 80 percent of organisations reported that during the pandemic they initiated a process of digital and data transformation. Undeniably, COVID 19 fast tracked many organisations’ transformation intentions. For instance, the higher education sector - not one famed for its agility - had been toying with the concept of Responsive Blended Learning, a hybrid of traditional classroom based delivery and online learning for years, but it took lockdown for this to actually become a reality. Most institutions went from face-to-face teaching to digital delivery in a matter of days. And with exam [...]

Analytics are only as strong as the underlying data

By |2022-09-16T13:16:01+00:00September 16th, 2022|

Why data hygiene must become a priority post covid According to Fortune Business Insights, the global machine learning and analytics market is expected to grow from $21.17 billion in 2022 to $209.91 billion by 2029, at a CAGR of 38.8 percent. Clearly it is big business, and the global impact of the Covid-19 pandemic has served to accelerate demand. Increasingly organisations from all sectors are turning to computers to make decisions from insurers calculating a customer’s risk profile through to airlines looking to work out how much food and drink to carry onboard. Every industry without exception can apply analytics to its data to make faster, more informed decisions. But, and it is a big BUT, analytics and machine learning [...]

Sustainable mail – reducing waste through data

By |2022-08-31T16:00:21+00:00August 31st, 2022|

According to Accenture almost one third of Europe’s largest companies have pledged to become Net Zero by 2050. Whilst a study from Deloitte shows that 67 per cent of SMEs have started using more sustainable materials in a bid to reduce their carbon footprint. No matter what industry or size of organisation; the environment is now a major element of ongoing business strategy which is being filtered down operationally for implementation. Making pragmatic changes is the key. Small steps across all areas of the business add up to major change. For organisations that use direct mail MarketReach and The Strategic Mail Partnership (SMP) new guide https://www.marketreach.co.uk/resource/using-mail-more-sustainably provides advice that helps businesses make their direct mail campaigns more sustainable -from choosing [...]

Why direct mail is good for charities during the cost-of-living crisis

By |2022-08-12T10:16:36+00:00August 12th, 2022|

Everyone will be feeling the pinch – more expensive food, more expensive energy, more expensive fuel… more expensive everything. For charities this is not good news, as when household expenditure rises, donations dwindle. As a result, two marketing objectives take precedence at this difficult time: The retention of existing donors The recruitment of spontaneous one-off gifts For objective No.1 data plays an important role. It is critical that charities are reaching out to their regular donors in a meaningful way to ensure that the relationship is maintain, particularly if the donations dry up during this exceedingly difficult period for many households. Contacting people that have moved house (and despite the depressing economic climate, home moves are still far outstripping those [...]

Want to drive an immediate response? Use direct mail!

By |2022-06-17T13:33:43+00:00June 17th, 2022|

  A new study by the DMA has been launched investigating the effectiveness of charity marketing. The research analyses 1,057 DMA award entries housed within the DMA’s Intelligent Marketing Databank and measures the number of reported ‘effects’, which are grouped into four categories: Response effects: including conversion, acquisition, sales, donations, bookings, footfall, downloads and CPA efficiency Brand effects: including brands awareness, ad recall, consideration, purchase intent, brand trust, brand perception, recommendation, customer satisfaction Business effects: including profit, market share growth, customer penetration, loyalty and shareholder value Campaign delivery effects: including reach, frequency and impressions Direct mail was found to be the most effective channel at driving response effects – particularly in the short term, which is important for charities looking [...]

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