Direct mail still very much alive and kicking
A special direct marketing report in Marketing Week has highlighted that direct mail is still very much alive and kicking.
Despite the recent mail strikes and rise of online communications, research shows traditional direct mail is still very popular with marketers and can be used effectively to drive traffic, especially when combined with new media initiatives.
A healthy 62% of digital campaigns are seeing an increase in return on investment when combined with direct mail according to research carried out by media group OMG. Research also shows that direct mail campaigns motivate consumers to buy and ask for information online.
But simply putting a website URL at the bottom of a direct mail communication is not enough any more. Direct mail needs to be smart, relevant and add value. With so many upcoming tasks to fill people’s minds, businesses need to think creatively to motivate consumers to take the communication further.
Unilever recently launched its largest integrated campaign for Surf washing powder to promote its new fragrance, Twilight Sensations.
The marketing drive will use targeted direct mail to reach half a million people in the UK. These consumers will be directed to the website, which provides laundry and fashion advice.
Understanding when to strike with direct mail campaigns such as the Unilever Surf promotion is a vital consideration when planning a direct mail campaign. Recent research carried out by GI Direct shows that 70% of UK adults were between five and ten times more likely to respond to personalised offers.
The timing of the campaign is also essential. More than half (66%) will be more likely to respond to direct marketing if it is received at the right time.
For advice about how to use direct mail effectively in your marketing campaign, give us a call.
