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Four ways direct mail delivers

Direct mail continues to deliver even in this increasingly digital age. That is the outcome of recent Keypoint Intelligence research that confirmed four ways direct mail get results. It:

Grabs attention – nearly 60 per cent of consumer respondents in America said direct mail pieces were more likely to attract their attention if the offering was of interest to them.
Prompts purchases – 59 per cent of total consumers had made a purchase in the past three months based on the direct mail they received.
Drives engagement – consumers are captivated by direct mail pieces that are customized to reflect their personal needs and interests. And this targeted approach frequently results in sales.
Forges stronger relationships – in the six months prior to Keypoint Intelligence’s survey, over half of consumer respondents remembered receiving a piece of direct mail that was clearly tailored to their interests or past purchases. Two-thirds of respondents definitely or usually paid more attention to direct mail pieces that included personalization.

Personalised direct mail stands out. It gets noticed.

Also proving captivating are vibrant, rich, and tactile digital print enhancements such as metallic colours and spot varnishing. As much as 60 per cent of total consumer respondents said they would definitely, or probably, notice a direct mail piece with special effects – this was particularly so for consumers under the age of 43.

Direct mail can provide a valuable link to digital channels as well, with QR codes to a website for example. Tools like bit.ly and tinyurl.com enable web links to be updated after the printing of a mailpiece, giving great flexibility to marketeers and agencies. Research showed that younger consumers are especially likely to notice digital links in catalogues or direct mail with over half of respondents between the ages of 27 and 42 frequently or sometimes scanning QR codes.

Luxury travel brand Mr. & Mrs. Smith recently successfully refreshed its approach to direct mail with a highly targeted focus, using customer analytics to tailor content and maintain brand values. Extensive customer analytics helped identify two distinct audiences – 45+ affluent families in larger houses alongside well paid 20 to 30-year-olds in rented or shared accommodation in cities. The customized content was then shaped accordingly in an eight page newspaper format for a more immersive experience. It achieved a 35:1 return on advertising spend (ROAS).

Erwin Busselot is director, business innovation & solutions, Ricoh Graphic Communications, Ricoh Europe