0208 915 1103|sales@thesoftwarebureau.com

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 [...]

Read More

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 [...]

Read More

Making DM even more cost effective

By |2024-08-13T07:33:21+00:00August 13th, 2024|

According to new research by Sequel, the appeal of direct mail isn't just due to nostalgia or a desire for something tangible. Instead, it's driven by concrete, data-backed advantages that according to the most recent Bellwether make it one of the top performing marketing channels. The Top Three Advantages of Direct Mail Quality Audience Targeting Data One of the standout strengths of direct mail is its ability to leverage high-quality audience targeting data. Unlike digital channels that often rely on broad metrics and assumptions, direct mail can be precisely tailored to reach specific demographics, psychographics, and behavioural segments. This precise targeting means that messages are more likely to resonate with recipients, leading to higher engagement and conversion rates. Ease of [...]

Read More

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, [...]

Read More

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 [...]

Read More

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 [...]

Read More

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 [...]

Read More

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 [...]

Read More

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, [...]

Read More

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, [...]

Read More
Go to Top