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