6. And It Is Getting More Effective Direct Mail prospect opening rates have increased from 88% to 91% since 2007 (Ebiquity) Email acquisition open rates have fallen from 21% to 11% since 2007 (DMA).
7.
8.
9. While the efficiency of Direct Mail has been improving, Online has been moving in the opposite direction, with rising costs eroding levels of ROI Source: OMD Brand Science (2010) Analysis of average ROIs achieved by Online component of campaigns (2006-2009) Online
11. Customers still prefer their service providers to contact them by Mail rather than E-mail. e.g. BT 46% Mail 22% E-mail e.g. Virgin Media 44% Mail 21% E-mail e.g. Lloyds TSB 52% Mail 13% E-mail e.g. Churchill 50% Mail 20% E-mail Source- Ebiquity Rapport 2010 The customers of 60 of the top 61 Direct mailing companies would prefer to be contacted by mail than e-mail.
12. Base: c2,000 UK adults Source: BMRB 2010 I welcome mail that gives me useful information I welcome mail that rewards my loyalty I welcome receiving direct mail from companies I’m already a customer of I like being informed of special offers or promotions by post Mail is welcomed, particularly when it is relevant and rewarding
13.
14.
15. Mercedes case study B2B-18 April 2011 Mercedes-Benz created a piece of direct mail in the form of a job application to promote its Sprinter van to businesses.
17. Mercedes case study B2B-18 April 2011 Results 400 prospects have been identified. So far 120 letters have been mailed out. The campaign is still in its early days. Editor’s Comment This is a great example of direct mail and digital media working together to be more effective than either could on its own . The idea of the van writing its own letter is ingenious enough. But then the way it gets fleet managers to go online to watch a demo of the van at work writing it is the key to what I am sure will be a great business success.
28. Direct Mail industry spend has started to increase again Source: AA/WARC Media Spend Summary
29.
30.
31.
Editor's Notes
Thanks Mike for that interesting view on the media landscape. I though I would start by offering a rounded view and showing and interview from one of your peers”
