Direct Mail
Category

  • The Latest Direct Mail Response Rate Data from DMA Will Leave You Speechless

    Those who know me understand I’m rarely at a loss for words, but after reviewing the direct mail response rates cited in the recently released 2018 DMA Response Rate Report I was left a little speechless.

    Even though we’ve historically seen direct mail lead the pack when it comes to response rates, the numbers were staggering. So staggering in fact, I was reminded of the small type on Jenny Craig ads that reads, “Results not typical.”

    According to the 2018 DMA Response Rate Report, direct mail response rates come in at 9% to a house list and 5% to a prospect list. The 2017 report showed a response rate of 5.1% to a house list and 2.9% to a prospect list, and the average between 2003 and 2015 was 3.6% to a house list and 1.6% to a prospect list. It also runs laps around any other channel, even if you combined the response rates of all of them. For comparison, email has a 1% response rate to a house list and 1% to a prospect list. Social media and paid search achieved a 1% response rate, followed by online display at 0.30%. However, the survey does make it clear that the sample size for these results was small. We feel compelled to add, “and not typical.”

    Posted January 16, 2019 by Debora Haskel in Direct Marketing Trends

    Click here to see complete article for reasons why.

    Join our Mailing List

    February 5, 2019 • Direct Mail • Views: 1150

  • My experiment in combining direct mail with digital/social

    It’s as true today as it was then.

    Blog by Ashley Friedlein April 27th 2015

     My particular area of expertise is digital marketing, media and ecommerce.

    However, whilst I remain excited by what is possible with purely digital marketing, I am most intrigued by marketing that makes intelligent, creative and effective use of a mixture of media.

    Multi-, or Omni-, channel marketing that choreographs an experience across touchpoints both physical and digital. 

    My particular area of expertise is digital marketing, media and ecommerce.

    However, whilst I remain excited by what is possible with purely digital marketing, I am most intrigued by marketing that makes intelligent, creative and effective use of a mixture of media.

    Multi-, or Omni-, channel marketing that choreographs an experience across touchpoints both physical and digital. 

    You may have seen the recent campaign from MarketReach, the Royal Mail’s direct marketing arm.

    Whilst MarketReach itself is growing as a business, marketing spend on direct mail is falling year on year, by around 5% according to Ofcom figures, as these budgets get allocated to digital.

    The ‘Mail Men’ campaign, conceived by Publicis Chemistry, ran across digital, print, outdoor and, of course, direct mail.

    I noticed it first as a print ad in Marketing Week with this memorable quote from Poke’s Nik Roope:

    Reminded of the power of direct mail I was inspired to conceive something that combined direct mail with digital and social media, to eat my own modern marketing dog food and see how it worked.

    My simple idea was to use what we digerati call a GOL (Good Old-fashioned Letter) to prompt a tracked visit to my LinkedIn profile with the desired action being a request to connect with me.

    The experiment

    Here is how it worked. I bought a direct mail list of digital, marketing and ecommerce professionals. I de-duped that against my existing LinkedIn connections. I then sent a personalised letter to those new possible contacts using Royal Mail’s Mailshots Online tool.

    In that letter I asked the recipients to visit a URL I could track (via bitly) that resolved to my LinkedIn profile and then, if they thought it worthwhile, connect to me.

    I ended up sending 2,000 letters and the whole process took about two hours with most of that time spent writing the actual letter. The total cost was around £1,500. This is average return on investment, or lifetime value, of a high quality professional connection on LinkedIn?

    Harder to say for sure but a single recruit, new customer or event speaker would massively repay this small investment.

    The results

    The results, in terms of profile views and connections are still coming in. I could not track opens or reads of the letter, of course, nor have I been able to track any possible negative sentiment from those who have not responded.

    However, to date there have been 188 uses of the custom URL so a 9.4% response rate with 56% of those views coming within the first two days of the letters landing.

    I have had 156 new LinkedIn connections from those I sent the letter to, so a 7.8% conversion rate and an average cost per new connection of £9.60.

    Clearly there are all sorts of reasons why you cannot draw too many generalized learning from my small experiment. However, apart from the results, there are some interesting points.

    One is simply about data protection and marketing. You cannot legally cold email people. In B2B it is a little greyer but even if you get away with it you get so little response and risk such reputational damage that it is not worth it.

    But you can mail people. So using direct mail to win a digital connection and permission to contact in the future seems to me a clever way to join up traditional and digital.

    Most interesting were the many personal replies and comments I received, particularly from digital professionals extolling the virtues of a letter:

    “Great to receive your LETTER, what a breath of fresh air” Senior Ecommerce Manager;

    “You sent me a letter – old skool. I liked it.” Marketing Director.

    Of my new connections 18 are Marketing Directors at major brands and 33 are Ecommerce/Digital Directors so the quality is very high too.

    Do you have other examples of successfully combining direct mail with digital in compelling ways?

    We will certainly be interested for our Festival of Marketing Awards among other things.

    By Ashley Friedlein April 27th 2015

    Join Our Mailing List

    December 6, 2018 • Direct Mail • Views: 703

  • Information Packaging Design Wins Big at CMA

    Centre-Pop Design Wins INCITE AWARD at CMA Awards

    Shell’s positive partnership with the AIR MILES® Brand helps encourage drivers to fuel up at their gas stations. Shell sought to leverage that partnership, and boost sales, with a playful, attention-grabbing campaign emphasizing the benefits of loyalty while tapping into the universal appeal of relaxing getaways.

    Strategy

    Shell wanted a message that that would resonate more deeply and last for a longer time than those of their competitors. With the frustrations of winter driving in mind, their creative direct mail piece was a foldable Hula Girl car dashboard decoration that would pop up and invite motorists to collect reward points toward a sunny getaway. The Hula Girl gained additional attention when it was featured by the YouTube channel Foldfactory as a ‘Fold of the Week.’ The direct mailing was followed up by an e-mail reminder, and participating customers were urged to track their progress toward rewards.

    Results

    The campaign was considered a success, with more than 28 percent of recipients responding, a seven digit incremental volume increase, and an average volume lift of three percent compared to a control group. Shell was so pleased by the results it got combining direct mail with email that the practice has become a frequent tactic in subsequent campaigns.

    Conclusion

    These three-award winning campaigns combined creative thinking with careful planning and immaculate execution, generating offers that struck a chord with their recipients. Putting physical and digital elements together  proved to be a winning formula for each brand.

    Source: 2018 Canada Post Corporation

     

    March 30, 2018 • Direct Mail • Views: 1586

  • Brands get innovative with physical mail in the marketing mix

    Francis de Brienne, Canada Post’s Director of Commercial Mail Product Innovation, talks about it’s evolution, latest trends and innovations in direct marketing and the importance of integrating physical mail into the marketing mix.

    Tune-In Here for innovative physical mail

    Uploaded on Aug 10, 2016

    November 10, 2016 • Direct Mail • Views: 2141

  • Google Uses Direct Mail to Help Drive Internet Marketing

    There are reasons why a company that controls nearly 70% of internet traffic still sends direct mail.

    Based on newly released statistics from InternetWorldStats there are currently 2,095,006,005 people in the world who are considered internet users and according to Experian 67% of those users perform their searches through Google. One would imagine that with 1,403,654,023 people using Google they would not need direct mail to help advertise their services, but that person would be wrong. In this article AccurateLeads will tells why many massively profitable companies who have tremendous amounts of internet traffic use physical mail to grow audiences and drive internet marketing.

    • Internet marketing is so exhausted that it causes businesses to drown out each other with competition.
    • One audience is more receptive to e-mail and PPC while there is a whole different group that responds to physical mail that can be held in their hands.
    • Social Media is another internet marketing avenue that direct mail helps drive.
    • The fastest growing group of social media fiends is baby boomers. This is also one of the groups that are the least receptive to email blasting and other virtual advertisements.

    PRWEB
    Atlanta, Georgia August 26, 2011
    Click here for complete article

     Join Our Mailing List

    December 11, 2015 • Direct Mail • Views: 2830

  • How direct mail combines the intimacy of ritual, the impact of physicality and the power of data-driven relevance to send a signal that resonates.

    The amount of content consumers see every day is overwhelming. The only way brands can break through this noise is to differentiate. In this quest for differentiation, does the type of advertising channel affect how your message is received? Or remembered?

    To understand how direct mail can help them break through this noise, Canada Post commissioned a major ethnographic study that explored how it factors into the lives of today’s consumers and thereby influences the purchase journey.

    Through this study, and reinforced by a series of additional Canadian consumer surveys and global research into the topic, they found that by combining the intimacy of ritual, the impact of physicality and the power of data-driven relevance, direct mail can mean the difference between contributing to the noise and breaking through it. It helps brands stand out (consumers are far more likely to notice, open and read it); trigger emotional responses (consumers tend to experience it in a mindset that makes them more open to inspiration from brands); generate a lasting effect (consumers often keep it, display it in highly visible areas of the home and share it with others); and, perhaps most importantly, influence consumer behaviour (consumers are more likely to action it than digital advertising).

     Canada Post Corporation | Breaking Through the Noise – June 30, 2015

    Get “Breaking through the Noise”, the new whitepaper from Canada Post.

     Join Our Mailing List

    August 6, 2015 • Direct Mail • Views: 2548

  • Why You Should Hop Back On the Direct Mail Train

    Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic.

    There’s no debate we live in a digital age where we all need our devices and the internet to survive. You would be hard pressed to find someone who doesn’t have at least one internet connected device. Needless to say, both advertisers and marketers alike have shifted their focus from traditional mediums (print, billboards, etc.) to digital in order to better target audiences. But does that mean that the more traditional marketing tactics are obsolete? Not necessarily. Direct mail appears to be the old reliable of the marketing space. According to the Direct Marketing Association (DMA) Statistical Fact Book, spend with direct mail has increased from $45B in 2013 to $46B in 2014. Despite the shift to digital in almost all areas of the marketing space, direct mail has not only held steady, but grown as a direct marketing tactic. In addition, it is one of the lowest cost per lead tactics in this category. In 2012, the average cost per lead for new customer acquisition was $51.40 for direct mail compare to $55.24 for email and $52.58 for paid search.

    Megan Connell on Friday, June 19, 2015

    THE STRATEGIC SOURCEROR

    Click here for the complete article.

    June 30, 2015 • Direct Mail • Views: 2339

  • Automated Double Pop-Up Mailer with tear-off coupon

    A High-Impact, quick turn-around, economical solution.

    Our interactive Double Pop-Up Mailer for Novartis Consumer Health is free standing when opened and features a tear-off coupon. It was sent out to previous Benefibre users to encourage them to redeem the coupon for a free bottle at Shoppers Drug Mart.
    As one of our automatable solutions, it delivers exceptional economy and quick turn-around on larger production runs.

    April 16, 2015 • Direct Mail • Views: 2341

  • Myth Busted: How Direct Mail Can Actually Enrich the Digital Customer Journey

    Direct Mail Enriches the Customer Experience
    E-commerce marketers are increasingly seeing the value of direct mail as part of their integrated mix and, in 2014, direct mail spending rose. Why this surprising trend?
    Mail has the unique dimension of ‘shareability’ that enables BtoB and BtoC buyers to easily share and discuss direct mail with business colleagues or family members as part of the decision making process. Per a representative quote from the research, “The mailer makes it easier to discuss the offer with business associates or family, versus merely forwarding an email or the bother of printing out an email or attachments”. (Per ERDM VoC research)
    Using direct mail as a part of a multi-faceted campaign gives recipients multiple opportunities to engage, but for the History Channel it also provided recipients a valued collectable.

    Ernan Roman
    President, Ernan Roman Direct Marketing Corp.

    Click here for the complete article.

    April 9, 2015 • Direct Mail • Views: 2324

  • What Canadian consumers and businesses think about Direct Mail

    Canadians Welcome Mail

    Reading mail continues to be part of every Canadian’s daily routine:

    • 95% of Canadians (93% in 2007) usually read their mail the same day it arrives: 68% read it as soon as it’s received, while another 27% review it later on that same day.

    Source: Consumer Attitudes to Direct Mail and Traditional Media, May 2010, CP 09-210. Continue Reading

    May 7, 2014 • Direct Mail • Views: 4794