DIRECT MAIL – MAKE IT PERSONAL
People see thousands of messages everyday through email, social media, SMS and on the web… how do you make sure they see yours?
Personalised direct mail not only delivers the highest response rate of all media channels, more so when combined with digital, but it is also a trusted medium by all audience age groups and the only channel that allows you to market by stealth. So put your message through your customer’s or prospect’s letterbox – there won’t be anyone else there to compete with!
The DMA recognises that printed direct mail, although seemingly higher in cost to create and send, has the highest response rate and delivers lower cost per acquisition than any other channel . It can boost response further as part of a cross-media marketing / omni-channel campaign using many media to deliver the right message to the right person at the right time via the right media therefore creating a better user experience. Data available for direct mail lists is much more mature where email data is still unreliable. Starting your own in-house list is extremely important.
HOW TO USE DIRECT MAIL TO MARKET YOUR BUSINESS
Personalised direct mail is not limited to big business!
Starting with basic data, that we can help you start collecting, even small businesses can create intelligent direct mail campaigns that build data and help to grow data that can be utilised with other media channels such as email marketing and social media. Go further than simple name and address personalisation by applying intelligent logic based variables to vary graphics, offers and layouts for each recipient. With personalised printing the possibilities to create targeted, relevant communications are limited only by the imagination.
It doesn’t have to be big or expensive to be effective!
You can start with simple postcard marketing which is proven to be the most read or scanned printed mailer. They don’t take much time to read and a well written short message will be as effective as the messages you send via social media or emails. A6 postcard marketing is the cheapest form due to size and postage costs but you can stretch to oversized A5 format which will get more attention. (Postcards particularly suit the travel and tourism industry). Both images and text can be personalised to the recipient making the mailer novel and the recipient feel more valued. By easily integrating other media such as a website landing page, you are providing a means by which to measure the response rate of your mailing. Lumpy mail or dimensional mailing has also proven to be a great success that can outperform standard mailings by 250% (DMA).
Work with ‘Print Champions’
We have lots more to tell you – Fidelity’s advanced print solutions will help you get more from print. With our advanced knowledge and technologies, beyond the average printer, we can show you how to use new marketing techniques to get better results from your print budget. If your print provider is not offering you these solutions, it’s time to join the 21st century!