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How Direct Mail Stands Out Without Overwhelming

By |2024-11-05T18:53:59+00:00November 5th, 2024|

Further to the good news outlined in the Bellwether for the DM sector, a key finding from the latest Direct Mail Consumer Insights Report shows that direct mailers are spot on when it comes to the amount of mail they send.  Consumers today are inundated with brand messages across various channels. Recent research shows the average person is exposed to between 4,000 and 10,000 ads daily! Amid this noise, direct mail holds a unique advantage: it cuts through the clutter without overwhelming recipients. The report reveals that 60% of consumers find the frequency of direct mail communications "just right." Compared to email, digital, and phone marketing, direct mail strikes a balance that resonates well with audiences. It arrives at a [...]

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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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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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The Power of Mail in Consumer Decision Making

By |2024-10-01T08:32:03+00:00October 1st, 2024|

In today's marketing landscape, focusing solely on the first and last touchpoints of the consumer journey is no longer sufficient. According to recent research by Google and The Behavioural Architects, the “messy middle” – the phase between awareness and purchase – plays a critical role in shaping consumer decisions. This chaotic, non-linear phase often involves complex decision-making processes filled with obstacles, such as evaluating numerous choices, comparing options, and validating decisions. The research finds that increasingly marketers are beginning to recognise the importance of guiding consumers through this messy middle to ensure they move toward a purchase. And of interest to all our clients, direct mail, which is often seen as a closing mechanism for direct sales, is proving to [...]

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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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Making DM even more cost effective

By |2024-08-13T07:33:21+00:00August 13th, 2024|

According to new research by Sequel, the appeal of direct mail isn't just due to nostalgia or a desire for something tangible. Instead, it's driven by concrete, data-backed advantages that according to the most recent Bellwether make it one of the top performing marketing channels. The Top Three Advantages of Direct Mail Quality Audience Targeting Data One of the standout strengths of direct mail is its ability to leverage high-quality audience targeting data. Unlike digital channels that often rely on broad metrics and assumptions, direct mail can be precisely tailored to reach specific demographics, psychographics, and behavioural segments. This precise targeting means that messages are more likely to resonate with recipients, leading to higher engagement and conversion rates. Ease of [...]

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84% of ecommerce marketers say Direct Mail delivers best ROI

By |2024-07-16T13:07:42+00:00July 16th, 2024|

According to a new report by Lob, 84% of ecommerce brand marketers agree that direct mail delivers the best ROI, response rate, and conversion rates compared to all other channels, a notable increase from 74% in 2023. The value of direct mail marketing for the eCommerce industry continues to grow, with 85% of marketers in the sector affirming that it offers the best ROI of any channel their organisation uses. An impressive 91% also agree that it delivers the best response rates. Increased Investment and Automation Reflecting this resurgence, 82% have said that they have increased their budget allocation for direct mail, up from 58% in 2023. The adoption of direct mail automation platforms has also seen a significant rise, [...]

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Direct mail now more impactful than ever!

By |2024-06-26T11:48:42+00:00June 26th, 2024|

The latest quarterly results from JICMAIL reveal another surge in the effectiveness of mail marketing in Q1 2024. The research finds that six percent of all mail types prompted a purchase, two percent higher than the same period in 2023. This increase underscores the growing impact of mail in driving consumer actions, with 46% of these purchases fulfilled online and 32% in-store, reflecting the omnichannel nature of mail. Increasing Mail Interaction and Attention Direct Mail, Door Drops, and Partially Addressed Mail saw a year-on-year increase in interaction frequency, resulting in more ad impressions in Q1 2024 compared to the previous year. Mail's attention efficiency stands out, with Direct Mail garnering 134 seconds of attention per piece across household members over [...]

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Think direct mail is too expensive? Think again

By |2024-05-15T05:31:13+00:00May 14th, 2024|

At the recent Ultimate Direct Mail workshop Lauren Mason, marketing director of Live Unlimited and Ro & Zo showcased the power of direct mail and smashed the perception held by some marketers that it is too expensive to add into the marketing mix. Talking about her first experiences of direct mail this year, Mason found that acquiring customers through direct mail was more affordable than digital methods. She was surprised to discover that not only did it drive higher retention rates but that it also boosted LTV (lifetime value) and AOV (average order value). This indicates that Live Unlimited and Ro & Zo customers acquired via direct mail are likely to stay longer and spend more, providing a solid and [...]

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