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25th March 2021
There has been a resurgence of direct mail over the past 5 years driven, with consumers becoming apathetic to email marketing and online selling.
Recent data from the Direct Marketing Association showed that Direct Mail is now delivering much higher response rates than email – in 2020 they were averaging 4.4% compared to 0.12% for the online comms.
The motivational response is also more effective, leading to a higher chance of engagement with the brand or product purchase.
Many businesses are now returning to the old school offline Direct Mail to grab attention and generate more leads.
Research shows that our brains respond differently to printed material versus digital media - more time is spent viewing printed marketing materials with a stronger emotional response and memory for them than the online communications and ads.
The findings also highlight that brand and advertisement recall is 70% higher when a customer is exposed to direct mail rather than a digital advert.
Direct mail creates a more memorable experience. To hold a physical item in your hands provides a much more deeply embedded memory than words and images on a screen. People will remember your direct mail, giving a much longer-lasting effect for your brand than online.
Personalising your direct mail is not only a great way to improve customer relationships and increase brand awareness, but it can have a positive impact on your ROI and response rates.
And with the advanced digital printing capabilities available at a cost-effective price, there is a huge mix of components that could enhance the impact on your audience.
Research from the Royal Mail concluded that 51% of people are less likely to open a piece of mail if it is only addressed "to the occupier.” Including their name is crucial.
By creating target groups within your data with each receiving a different message can result in a higher response rate. One fantastic example of this is the large supermarkets sending out the individually targeted product discount coupons based on the customer’s buying history. This is a great way to increase loyalty and repeat purchases. When producing mailings, you could personalise selected paragraphs based on previous purchases or business sectors.
With the fantastic capabilities of digital printing, you can now include different images according to different rules or parameters. For example, if you are targeting different industries you can select relevant sector-related images for each segment, all within the same print run. To increase direct marketing response even more, you could even personalise the image for every client.
If you have a network of offices or shops, you can tailor maps to the local area to promote your nearest business location, plus include a personalised offers or voucher for their nearest contact point.
Personalising a URL is one of the easiest ways to integrate the physical with the digital and can be done simply through a shortened URL, QR or redemption code. This can take them online for a fully customised experience with many levels of detail available such as welcoming them with their first name, skin the page with brand colours or sector images, remind them what their latest purchase was, or suggest their next product acquisition. It’s a great direct link to sales conversion.
Segmenting your customer database will help you create a successful personalised direct mail campaign. This can be done via many parameters such as behavioural patterns, locations, business sectors, age, income. This level of personalisation will really help to develop brand loyalty and engagement.
At Longridge, we are print specialists with huge knowledge and experience in producing personalised Direct Mail. We can advise you on how get the most out of your direct mail campaigns and how to get the best returns. Whether you require simple mailing address labels or fully personalised brochureware, we can help.
Talk to us today about we can help your business bring your brand to life.
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