While the direct mail sector suffered setbacks not so long ago, the medium has returned with a vengeance, as more brands and retailers use print to connect with consumers. We look at some of the latest developments in this market GETTING RESULTS WITH PRINTED, TARGETED MARKETING Is it no secret that direct mail is undergoing a significant resurgence. An increasing number of brands are turning back to the tried, tested, and trusted method of print marketing to reach and interact with consumers, reporting much more success than with some digital methods. Research from Cascade Print Media suggests that the response rate of printed direct mail marketing is 37% higher than email direct marketing, with 80% of households reading or browsing printed advertising mail. Furthermore, the same study shows between 80% and 90% of direct mail is opened, while only 20% to 30% of email gets opened. In addition, crucially for marketeers, 62% of consumers who responded to direct mail in the past three months went on to make a purchase. With this trend showing no signs of slowing down, and more brands expected to make use of direct mail, we take a look at how to best go about direct mail and why the long-term prospects for this sector look positive. How to do Direct Mail In 2024, the UK saw some of the widestreaching campaigns in recent memory during the build-up to the general election in July. Direct mail played a major part in this, with leaflets and printed material about candidates dropping through letterboxes across the nation as parties sought out the support of local residents. Shortly before the election, Washington Direct Mail (WMD), which as its name may suggest, is a specialist in direct mail, published guidance on how to best use this medium during political campaigns. This highlighted some of the best practices for printers and marketeers that can be applied not only to political marketing but for promotional work across other areas. According to research by WMD, some 84% of people say they would be more likely to read mail personalised to them, suggesting marketeers zone in on individuals rather than a generic ‘homeowner’. “Direct mail houses can segment your data to ensure you are targeting the correct voters and that the design or copy of your materials meets their needs accordingly,” WMD says, adding: “For instance, certain demographics, especially older voters, are accustomed to receiving campaign messages via direct mail.” Tying in with this is the fact that 75% of people can recall a brand immediately after seeing direct mail compared to 44% who viewed a digital ad. This uptake, WMD says, can be increased further by personalising messaging to people. “If successful, it’s estimated that direct mail stays in the home for 17 days and may even end up affixed to fridges or notice boards,” reveals WMD, continuing: “This means there’s ample opportunity for your message to find its mark.” There is also the matter of GDPR marketing legislation, with the control of personal data now back in the hands of the consumer. This means you need to remove any constituents who opt out of ▲ Campaigning for the general election relied heavily on direct mail Both parties are collaborating for a mutually successful future DIRECT MAIL 28 email: editor@printmonthly.co.uk January / February 2025 - Issue 352
RkJQdWJsaXNoZXIy MjM0NDIxOA==