Direct Mail

 

Direct Mail is BACK, and this time it’s PERSONAL!

Personalisation is one of the most important trends to hit marketing over the last few years. With the mix of technology, data and a desire to focus on the customer ‘journey’ brands are increasingly competing to deliver one to one communications that are relevant and timely.

Personalised Direct Mail is not just a name and address but individual, relevant and unique content, tailored to the recipient.

Through data analysis and an understanding of your customers, we can personalise Direct Mail marketing with their buying habits, location, proximity to store, likes, dislikes and life stage. In short, improve relevancy to the customer to what is of interest to them.

We can help you with personalised Direct Mail and ultimately ;

* Build better relationships with your customers.
* Deliver personalised experiences along the customer journey.
* Increase conversion, loyalty, and retention.
* Increase customer engagement with your brand.
* Deliver your customers a perfect personalised product.

The facts speak for themselves: research from Royal Mail shows that 83% of people still believe that Direct Mail is more natural to consume than email. When coupled with the statistic that 73% of all DM is opened and 48% of UK adults take action after receiving it, it’s not surprising that DM is responsible for driving 44% of traffic to brands’ websites.
 
 
So why Direct Mail and not Email?
 
Well for one reason, The General Data Protection Regulation (GDPR). Not all marketers will earn their customers ‘consent’ to receive Emails. And communicating to customers by mail – whether sending an account statement or a marketing promotion – is designated by law as being in the 'legitimate interest' of the company and customer. 

 


GDPR and direct mail will win the day

If you’re a marketer, we expect you’ve heard about the General Data Privacy Regulation (GDPR) coming into force on 25 May 2018. The legislation will have a big impact on the way marketers approach their work and how organisations obtain, store, manage or process personal data.

With GDPR and Direct Mail, the only difference between “business to consumer” (B2C) and “business to business” (B2B) marketing will be regarding email and text marketing to employees of corporate organisations. Because, when it comes to dealing with sole traders or partnerships, the B2C rules will apply. That means that for email and text (SMS) marketing specific and affirmative opted-in consent will be mandatory. Compare that to direct mail where you only need to offer the opportunity to opt-out of receiving your messages.

Email has become an irritant.

It’s a nagging reminder that however many we read, respond to, or archive, we never get ahead of the game. Personalised Direct Mail on the other hand while waiting quietly and politely for your unrivalled attention, it’s tangible, it lasts, it has longevity, it’s influential, it’s valued, it’s relevant, it’s trusted, it’s personal, and more importantly it supports agile marketing

Direct Mail is more likely to be trusted than email. Presumably, because people perceive there to be more commitment from marketers who go to the trouble and expense of physically producing material.

When you’re trying to squeeze the best value from your marketing budget, and your data, direct mail has consistently delivered the goods. Here are our 10 reasons why direct mail still rocks!

 

Personalisation... It's not that easy; I hear you say!

Customers have come to expect a level of personalisation and relevancy from every channel, but it's not that easy integrating data from different technologies or departments, not even mentioning time and resource. But that's where Prime comes in; we hear this all the time from our customers. And we solve all of our customers pains using a combination of our integrated solutions and experience. It's easier than you think. 

 

Take programmatic Direct Mail

Essentially, programmatic ad buying uses an automated system to make media-buying decisions using a multitude of data, rules, varaiables and algorithms. The result? To serve up relevant ads to those most likely to be interested in them.

Anything online can do, print can do too. When website visitors are tracked, and the data on them accessible (and consented), triggered direct mail is a valuable tool to counter site bounces, journey interruptions, even cart-abandonment.
Re-targeting using programmatic direct mail that customers prefer, without the “creep” or irritation factor of the digital channels.

 

But it doesn't have to be complicated

Direct mail is our thing. Or at least it’s one of them. So we’re always on the look-out for new and exciting innovations, particularly those that can join up online and offline. And, while NFC has been around for a while it’s now gaining traction, awareness and, critically, affordability for direct mail applications too. All conveniently helped by the recent announcement of iPhone 10 and confirmation that it will be shipped with NFC technology.

 

- Near Field Communication (NFC) – we’re BIG fans of NFC and have used it extensively for our own campaigns. You can read about it in detail here but, essentially a chip (often a sticker) is incorporated so that, through radio waves, print can “talk to” a compatible smartphone.

- QR Codes – considered by many to be a bit clunky, QR codes are increasingly to be found on mail and other printed materials. As consumers become more familiar with them, they’re widely recognised as a quick way to join up offline and online channels.

- Augmented Reality (AR) – its ability to make static images pop and come to life using only a smartphone and an app means AR is also gaining ground in direct mail.

- Video-enablement – adding a screen and operating buttons is not only possible but actually quite simple and, with video adoption rocketing, it is a sure-fire way to engage recipients.

- Mobile-in-Print – mobile capabilities such as call or text features can be added making mailers “calling cards”!

- Conductive inks – while it’s still early days for this, mixing ink with metals such carbon, copper or silver creates a wire for an electronic device to be added to a mailing piece.

- Specialist inks – reacting to temperature, moisture, pressure or specific chemicals/substances these can be used for a whole range of “special effects” which almost guarantee interaction from the recipient.

- 3d Mail – a take on, and a development of, shaped mail these “flat packed” mailers spring into life to form three-dimensional and tactile objects.

 

Though he was talking about print generally, rather than Direct Mail and modern marketingSir Martin Sorrell of WPP hit the nail on the head when he said, “There’s really strong evidence that engagement with traditional print is greater than engagement with so-called new media.” And we’re not going to argue with that!

 

 
So...how do you deliver a successful direct mail campaign

Great direct mail campaigns require military planning, inspired creativity, rigid execution and scientific measurement. And, to really grab the attention of your audience, personalisation and relevancy.

Check out our infographic for the full facts and an easy-to-follow guide on getting it right.

We can help you get on the first step to achieving successful Direct Mail and it all starts with your data. We are committed to data quality and have the highest data standard ISO 27001 to prove it. 

 

We love our clients

We take pride in delivering personalisation and engaging experiences for clients all over the world.
 
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If you need any help with GDPR, we’re skilled at helping our customers gain specific consent to comply with GDPR, as well identifying their customers’ preferred communication channels, screening against the suppression services and sharing best practice too.

 

You focus on the campaign and let us manage your direct mail marketing.

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