Direct mail
Planning direct mail campaigns
List, offer, product, creative
List, offer, product, creative - the mantra for direct mail.
Direct mail can be personal, not just personalised making it an extremely effective means of acqusition, customer service and retention.
Whilst many direct mail marketing campaigns have low response rates - less that 0.5% can still be profitable - it is not unknown for rates as high as 40% on large mailed quantities (100,000 plus) to occur.
Thus direct mail advertising can also be a very powerful and profitable direct marketing tool, but it has to be targeted so to be. When targeted it becomes something that recipients can appreciate. Often it is the best way for a brand to demonstrate that it really does understand the aspirations of its customers, one by one, not as some inchoate mass.
Direct mail research
And direct mail, treated with respect, is popular.
Research shows that:
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37% of consumers had responded to a direct mail campaign at least once in the past 12 months, with 41% saying they had ever made a purchase.
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64% of consumers said that value for money was the main benefit of buying through direct mail, whilst 60% said convenience.
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The average consumer spent just under £590 through direct mail.
Business managers receive an average of 13 direct mail items per week at work, open 70%, redirect 9% to a colleague and file or respond to 20%.
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