Why Direct Mail is no longer second class

Who would have thought that marketing by post would have made a comeback as a successful tactic for the modern strategic marketer? 
For many companies, Direct Mail (DM) has been the unloved marketing tool left gathering dust on the shelf while everyone got excited about the shiny new world of email and online marketing. Yet for those savvy companies that recognised its true value, they have benefited from seeing the ROI of DM increase every year for the last decade. Why is that?
It’s because almost 300 billion emails are sent each day and everyone’s suffering from inbox overload. If the spam filters don’t get it, our boredom with impersonal and irrelevant marketing will, and we hit the delete key without paying any attention. This probably explains why a study conducted by the Direct Marketing Association (DMA) in April 2012 found that the response rate for Direct Mail to an existing customer averages 3.4%, compared to 0.12% for email. The simple truth is that a creatively designed, well presented item of post still catches our eye.

Taking DM to another dimension

Thanks to the dramatic fall in the cost of printing smaller quantities of personalised mailers, it’s now easier than ever to be intelligently creative with your DM campaigns and reap big rewards – especially in the B2B world. A creative design has been proven to generate better results and research has shown that dimensional mail (not your flat, boring envelope type):
  • has 20 times more penetration power than flat direct mail
  • sees response rates grow by as much as 75% 
  • scores 80% plus in generating positive opinions among recipients  
What’s more, intelligent use of print DM is also a good way to drive digital interaction and the DMA has seen that the move to digital marketing has actually driven more innovation in print DM, rather than killing it off. 


A joined up approach

As with all marketing projects, success is most likely when executed as part of a wider marketing campaign. Integrating your dimensional DM with other channels is essential in helping engage people further and converting people into prospects and prospects into customers. For example, make sure your DM has a supporting landing page on your website and use PURLs (personalised URLs) to track responses. And don’t forget to follow up those that respond with some more great content that they won’t be able to resist. 

The ifour approach to DM

Here are our four simple steps to how we can make your DM work most effectively for you:

1. The bigger picture – it begins with understanding you, your brand and your wider strategy: who you are, what you do, what you want to say, how you want to say it and why it matters. 

2. Audience participation – next we accurately identify your audience, along with their wants and needs, so your targeted mailer hits the sweet spot.

3. Intelligent creative design – we then use our hugely talented creative team to design a mailer that stands out from the crowd in the most eye-catching way possible.

4. Quality control – last but not least, we ensure every step of the design and execution process is carried out with our renowned meticulous attention to detail.

For more information on how we can help you with your Direct Mail, contact the ifour design agency on 01892 541111 or visit our design agency studio in Tunbridge Wells, Kent.