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Automation in 2025

By |2024-12-04T15:03:27+00:00December 16th, 2024|

As we approach 2025, a new report reveals that direct mail automation is poised to transform marketing strategies, combining the power of personalisation, efficiency, and sustainability like never before.  Recent data from SeQual shows 61% of marketers increased their investment in direct mail automation in 2024, and the trend is accelerating.  With the global direct mail automation software market projected to grow at a compound annual growth rate (CAGR) of 24.3%, reaching $3.99 billion by 2030, the potential for this channel is undeniable. Unlocking New Possibilities with Automation Advances in artificial intelligence (AI) are enabling hyper-personalisation, allowing marketers to tailor messages not just by name but by preferences, behaviours, and even predicted future actions. This level of precision is already [...]

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Slow and Steady Wins the Race! DM still Growing

By |2024-12-04T14:53:40+00:00December 4th, 2024|

According to a new global industry report by The Business Research Company, the direct mail advertising market is set to grow steadily in the coming years.  Valued at $76.68 billion in 2023, the market is projected to rise to $79 billion in 2024, with a compound annual growth rate (CAGR) of 3.0%.  By 2028, it is expected to reach $87.93 billion, growing at a CAGR of 2.7%. This consistent growth is a testament to direct mail’s resilience in an era dominated by digital marketing. With response rates ranging from 2.7% to 4.4%—significantly higher than email’s 0.6%—and an average ROI of $4.09 for every $1.27 spent, direct mail remains a vital and highly effective marketing channel. Its longer shelf life and [...]

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Postal Persuasion: How Direct Mail Shaped the 2024 Election and Why Trust Matters

By |2024-11-26T11:52:49+00:00November 26th, 2024|

It goes without saying that for political campaigning, the choice of communication channels plays a pivotal role in influencing voter behaviour. And according to new research by Marketreach, in collaboration with Thinks Insight & Strategy direct mail played a significant part this year in shaping voting intentions during the General Election. Mail's Influence on Voting Decisions The study reveals that 27% of respondents identified mail as the most influential medium in their decision-making process, surpassing television (24%) and social media (18%). Mail also achieved the highest engagement level at 70%, indicating it is most likely to be read, shared, or discussed. Notably, mail was perceived as nearly twice as trustworthy as other channels, with only 20% associating it with misleading [...]

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Navigating Uncertainty with DM

By |2024-10-22T14:01:19+00:00October 22nd, 2024|

The latest IPA Bellwether Report offers a detailed look at the UK marketing landscape in Q3 2024, showing a significant pause in total marketing budgets. With economic uncertainty surrounding the Autumn Budget, many businesses have opted for caution, leading to a net balance of 0.0% between those increasing and decreasing their marketing spend, down from +15.9% in Q2. However, direct marketing continues to shine, outperforming other channels and demonstrating its value in a volatile environment. Direct marketing, including direct mail, saw one of the strongest upward revisions in three quarters, with an increase of +9.7%, up from +8.9% in Q2. This boost underscores the channel's ability to deliver measurable results and maintain customer engagement even when budgets are tight. While [...]

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Totally Mailed It: Marketreach Amplifies Direct Mail’s Enduring Impact

By |2024-10-21T09:19:47+00:00October 21st, 2024|

Marketreach has unveiled a new campaign: "Totally Mailed It which is underscoring the relevance of DM in today’s marketing mix. Whilst it isn't revealing any great secrets, after all we all know direct mail works, it is arming us with fresh ammunition to reinforce that message to our clients. In a world where digital spend dominates, this campaign reminds us why direct mail continues to be a powerhouse in the marketing mix: Tangibility: Physical mail creates lasting impressions, with 33% better recall than digital ads. In a sea of ephemeral content, something you can hold stands out. Personalisation: It's not just about adding a name - it's about relevance. The campaign highlights how tailored messages drive significantly higher engagement rates. [...]

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Why DM is a cocktail party in an envelope

By |2024-10-02T06:37:26+00:00October 2nd, 2024|

In a world where consumers are bombarded by countless messages every day – in fact recent estimates suggest that the average person is exposed to 4,000-10,000 brand communications per day!! So for marketers, cutting through the noise can seem like an impossible task. But there’s a psychological principle that can help your brand stand out: the cocktail party effect. The Cocktail Party Effect: Why It Matters The cocktail party effect refers to our brain’s ability to zero in on relevant information even when surrounded by distractions. In a noisy room, you might not hear every conversation happening around you, but if someone says your name, your attention is instantly captured. The same principle applies to marketing. When a message feels [...]

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Mail Volumes Surge again in Q2 2024!

By |2024-09-17T08:10:25+00:00September 17th, 2024|

The latest data from JICMAIL's Q2 2024 release paints a bright picture for direct mail once again, with a significant increase in both mail volumes and consumer engagement. Mail volumes experienced a 12% rise compared to the previous year. Political parties preparing for the General Election contributed 10% of this overall volume, representing a massive year-on-year increase of over 343%. But political mail was not the sole contributor to this growth. Sectors like retail and travel also capitalised on the mail channel, further reflecting the broad-based recovery and confidence within the industry. Alongside volume growth, consumers responded positively, with mail engagement metrics improving across the board. Direct Mail, Door Drops, Business Mail, and Partially Addressed Mail all saw increases in [...]

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Effective audience targeting and direct mail

By |2024-09-01T08:47:56+00:00September 1st, 2024|

According to the 2024 Direct Mail Benchmarking Report, effective audience targeting is now the top advantage of direct mail, a significant leap from its fourth-place ranking in 2023. The study suggests that this change highlights the increasing reliance on direct mail by both B2B and B2C marketers for prospecting and reaching potential customers. Direct mail's ability to utilise offline data is proving invaluable in delivering high-potential audiences. By leveraging high-quality permission data sources, marketers can build predictive models that target prospects resembling their best customers. This precision allows for the creation of hyper-targeted campaigns that often yield higher returns on investment compared to many digital channels. Moreover, direct mail's audience reach isn't confined to the physical world. By integrating offline [...]

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Ensuring Data Accuracy in the Age of AI: A Lesson from AI-Generated Mistakes from across the Pond

By |2024-08-07T09:55:32+00:00August 7th, 2024|

In recent months, significant incidents have highlighted the pitfalls of AI when it comes to maintaining data accuracy in public records. These events serve as a crucial reminder of the importance of data hygiene, particularly for organisations that rely on precise data processing. The Incident: Pregnant Woman Wrongly Accused One notable incident involved a pregnant woman in Detroit who was falsely arrested based on AI-generated evidence. Porcha Woodruff, eight months pregnant at the time, was wrongly identified by an AI system as a suspect in a carjacking case. This led to her wrongful arrest and detention for 11 hours, causing her significant emotional distress and physical complications leading to hospitalisation. This case is part of a broader pattern, with several [...]

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61% of Marketers Increased Direct Mail Automation Investment in 2024

By |2024-07-23T11:19:50+00:00July 23rd, 2024|

Recent research by SeQuel Response reveals 61% of marketers increased their investments in direct mail automation over the past year​. This trend underscores the transformative power of automation in enhancing the efficiency, personalisation, and effectiveness of direct mail campaigns. Here are six ways automation is enhancing direct mail: Optimised Personalisation Through Data-Driven Insights The era of generic mail pieces is over; now, campaigns are leveraging sophisticated algorithms to analyse customer data, tailoring messages to individual preferences and behaviours. This approach involves more than just addressing recipients by name—it’s about creating content and offers that resonate deeply with each unique recipient. The result is a significant boost in response rates and customer engagement, driven by the precise alignment of marketing messages [...]

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