The Power of Direct Mail

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  • 1. Fresh Thinking: The Power of Direct Mail ..................................................................................................
  • 2. The Power of Direct Mail WHAT’S HAPPENING IN DM TODAY?
  • 3. Some Stats… • More than 92% of direct mail is opened and 48% of UK adults took action after receiving direct mail last year:* • 14.2m bought something • 10.5m used a voucher or coupon • 2.8m tried a new product or service • 3m made an enquiry by phone. • DM continues to deliver ROI As customers face email fatigue and the novelty wears off banner advertising, direct mail is again outperforming digital. Direct mail delivers an average £3.22 return on investment compared with online’s £3.12 for every £1 spent*. • DM Reaches the ‘digitally disenfranchised’: according to TGI 58% of those over 65 and 46.6% of those in socio-economic group E have not used the internet in the past year.
  • 4. The power of DM • • Elicits a stronger response – the ritual of reaching inside an envelope, pulling out its contents and reading it is a unique sensory moment Physical mail can engage multiple senses: scents, textures, visual quirks, sounds, edible samples and so on….
  • 5. DM reaches people that email can’t.. • There are still 16 million people aged 15 and over who don’t have basic IT skills and are not online. • They are predominately over 55 years old and are C2DE: • • 34% of 65 - 74 year olds • • 19% of 55 – 64 year olds 21% of C2DEs All of these groups have not used the internet in the past year. Source: Go-On UK, November 2012/TGI Q3 2013 • And, 66% of the top income earners read weekday newspapers and magazines in hard copy, rising to 75% at weekends. EMS Deep Dive, from Ipsos, Sept 2013
  • 6. Direct Mail and Email can work together Direct Mail % Gives me better impression of the company 53 49 48 47 46 43 43 41 37 37 36 30 More professional means of communication Easy to take in the information Likely to really grab my attention I’m likely to spend a lot of time reading it It makes me feel more valued I am more likely to do something as a result Appropriate if I’m not already a customer Better for sending reminders I enjoy receiving and reading it More appropriate if a customer already Easy to file so I can go back to it later Better for confirmation/follow-up messages 20 15 Easier to respond to Better at communicating brief messages Better for the environment Source: July 2011 MMC 6 4 Email % 8 14 20 19 14 7 17 20 43 12 32 53 64 68 82 87
  • 7. How can DM grab attention? Personalisation Sensory/tactile Creative Directors are a tough “target audience”. Kontor records and Ogilvy Germany came up with a lovely idea to promote Boris Dlugosch’s new single to the advertising industry.
  • 8. Fusion of digital and physical Boundaries between physical DM and digital are becoming blurred. People expect, and demand, the ease and interactivity of the digital, along with the more sensory and tangible aspects of the physical Deep & ‘hidden’ content gets people more intrigued, can generate more engagement & response Fresh Routes. Fresh Powder. Augmented Reality DM for Monarch -1st UK airline to use Blippar augmented reality in an interactive DM pack with ski tips, resort facts & more. QR codes create a hassle free, seamless journey from offline to online AA and Vision Express have both incorporated digital CTA’s in their BAU communication as they find it an easy and effective way to get people to do something.