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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 [...]

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Response rates, ROI, AOV and CPA of DM revealed!

By |2024-05-08T18:04:18+00:00May 8th, 2024|

The latest JICMAIL Response Tracker insights reveal that DM is still very much a marketing channel that achieves results…. Warm direct mail—mail shots sent to existing customers—command on average an 8% response rate. This level of engagement is not only on par with but often exceeds the effectiveness of other media channels. Warm direct mail's success, particularly notable in sectors like medical where it reaches a whopping 26%% response rate, underscores its potential in targeted communications. This method proves especially effective in maintaining and enhancing customer loyalty, offering personalised content that resonates well with the audience. The high response rates are indicative of the trust and rapport that brands have built over time with their existing customer base. Cold Direct [...]

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Direct mail set to grow… again

By |2024-04-24T08:55:10+00:00April 24th, 2024|

According to the latest IPA Bellwether Report, the UK's marketing landscape is witnessing a notable increase in direct marketing budgets – the 8th consecutive period of growth. This uplift is part of a broader positive adjustment in overall marketing spend, indicative of an improving economic backdrop and a proactive approach to recession recovery. However, as one of only two channels that posted significant uplifts the inference is that confidence in direct marketing, particularly direct mail, continues to flourish. Tangibility and Trust Direct mail possesses a unique attribute that many modern advertising channels lack: tangibility. This physical nature of direct mail creates a sensory experience for the recipient. It’s something you can touch and feel, often encouraging a more memorable connection [...]

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Direct Mail Continues to Deliver

By |2024-03-05T08:06:41+00:00March 5th, 2024|

The latest data from JICMail reinforces our recent article about the resurgence of print (which you can read here: https://www.thesoftwarebureau.com/print-the-comeback-kid/) The research shows that direct mail is not only holding its ground, but is playing a pivotal role in driving significant commercial returns for businesses. The Power of Mail in Numbers The Q4 2023 data reveals that 6.5% of direct mail prompted a purchase, marking a notable increase from 4.8% in the same quarter the previous year. This surge underscores the evolving consumer behaviours, particularly the increasing regard for direct mail as a communication channel and the shift towards e-commerce, with 3.3% of mail driving online purchases directly. The digital footprint of mail extends further, with 8.4% of recipients visiting [...]

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Print – the comeback kid!

By |2024-02-19T05:45:21+00:00February 19th, 2024|

In a time where the digital realm dominates our daily lives, print is making a strong come-back A new report from Sopro reveals that consumers are increasingly favouring print over digital, particularly for marketing communications. This is highlighted by a significant decline in the effectiveness of email-only campaigns and a doubled preference for postal communications among consumers over the past year. The study, which analysed over 75.2 million emails and gathered insights from more than 350 sales and marketing professionals, found a 22% drop in the success rates of email-only activities in 2023 compared to the previous year. That said, the majority of shoppers (67%) still welcome email contact, but it suggests that its impact is waning. Conversely, the preference [...]

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Ditching Saturday (and Monday and Friday) post could irrevocably damage the direct mail industry

By |2024-01-24T13:59:39+00:00January 24th, 2024|

The recent news of a potential reduction in the Universal Service Obligation (USO) delivery days by Ofcom has sent ripples through the direct mail industry. A leaked report earlier in the week suggested a move from six to five delivery days per week, effectively removing Saturday deliveries. Then this morning another story suggests that Royal Mail could move to a three-day week! It’s hard to keep up. But whatever, the outcome, the proposed plans will raise questions about the impact on direct mail campaigns. The Significance of Saturdays in Direct Mail Traditionally, Saturday has been a golden day for direct mail campaigns. A weekend delivery often catches recipients in a more relaxed state, leading to better engagement and response rates. [...]

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2024: The Year of Do or Die

By |2024-01-08T11:54:55+00:00January 8th, 2024|

As we rang in the New Year the collapse of Communisis marked a less than auspicious start for the industry. Tom Preston-Werner’s famous quote: "You’re either the one that creates the automation or you’re getting automated” has never been more pertinent. In an era where digital transformation is reshaping industries, the direct mail sector, traditionally reticent to change, is now standing at the crossroads of innovation and tradition. The crux of this transformation is automation, a concept that is essential for the future of the industry. Automation in direct mail streamlines processes including sorting, addressing, and packaging. This mechanisation significantly reduces the time and labour involved, translating to lower operational costs and higher efficiency. By minimising manual interventions, automation also [...]

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In the mood for giving: How well-being sparks generosity through direct mail

By |2023-10-31T17:06:16+00:00October 31st, 2023|

A new academic study from the University of Massachusetts and Georgia Institute of Technology has found a connection between donor well-being and their generosity, suggesting that designing direct mail campaigns that makes people feel happy will be an effective way to encourage donations. The concept explores the concept of “preheating,” by replicating the warm glow often associated with post-donation moods. While psychologists are familiar with this idea, the study is the first to identify the impact of this on charitable giving. Using natural language processing tools the sentiment of communications donors sent before and after they made a donation were analysed. The researchers detected a reliable and statistically significant mood boost in communications sent up to about an hour before [...]

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Direct mail effectiveness soars!

By |2023-10-03T09:17:46+00:00October 3rd, 2023|

In the ever-evolving landscape of marketing channels, email and social media often hog the spotlight. However, the continued resurgence of mail is also hitting the headlines.  In Q2 2023, the effectiveness of the mail channel reached its highest point in a year and a half, with an impressive 31 percent of mail driving positive commercial outcomes for brands. Mail's Remarkable Resurgence One of the most striking findings of Q2 2023 is that mail's effectiveness as a commercial marketing channel saw a year-on-year growth of nine percent. This growth propelled the proportion of mail items prompting actions among consumers to its highest level. This surge in effectiveness reaffirms that mail is far from obsolete in the digital age. A Comprehensive Customer [...]

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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 [...]

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