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Data Hygiene and GenAI

By |2024-11-13T10:55:58+00:00November 13th, 2024|

Working in data hygiene, we know a thing or two about the importance of data quality. As more businesses look to harness the power of GenAI, they too are learning that data quality and hygiene are critical to success. AI systems are only as good as the data fed into them, and generative AI (GenAI) is no exception.  BT’s Chief Data & AI Officer, Deepika Adusumilli, recently highlighted that while ideas for GenAI applications are plentiful, turning them into high-impact tools requires rigorous data quality standards. Without clean data, even the best AI strategies struggle—a reminder of the direct mail adage, “rubbish in, rubbish out.” Direct Mail Lessons for GenAI: Data Quality is a Continuous Process The direct mail sector [...]

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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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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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Great News for the Direct Mail Industry: Time to Capitalise on the Boom!

By |2024-07-30T14:56:00+00:00July 30th, 2024|

The UK has witnessed its most significant upward revision to marketing budgets in a decade, with companies' financial prospects at their most positive in nearly three years, according to the latest IPA Bellwether Report. This positive trend presents an opportunity for the direct mail industry, which has emerged as a major beneficiary of this increased spending. Direct Mail: A Rising Star The report reveals that direct mail was the second-biggest growth area, trailing only behind events. Budgets for direct mail have been increasing for six successive quarters. The report found that almost a fifth (19.3%) of surveyed companies have increased their direct mail budgets for the next period, aligning with their preparations for Christmas 2024 activities. Capitalising on the Boom [...]

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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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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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In Conversation with MS Society: Exclusion is Key – It’s Not What They Want, It’s What They Don’t Want That Counts

By |2024-08-05T08:24:32+00:00June 19th, 2024|

In Conversation with MS Society: Exclusion is Key - It's Not What They Want, It's What They Don’t Want That Counts In the increasingly tricky world of data management, the key to success often lies in the details of what you exclude rather than what you include. This principle is nowhere more critical than in the charitable sector, where sensitivity and precision in data handling can significantly impact both operational effectiveness and the well-being of those they serve. We recently spoke with Rachel Draper, Database Manager at MS Society, about their approach to data cleansing using SwiftCleanse, which is proving key for ensuring that their communications are both accurate and respectful. Generating Goodwill through Relevant Communications The value of data [...]

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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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