Combining direct mail with digital sees Gtech go from strength to strength

gtech-airrammk2

If you were living in Britain in 2014 there’s a high chance you saw the Gtech AirRAM vacuum cleaner, or even own one. A consumer campaign that achieved a sterling result, it is one of the best integrated campaigns this country has seen in decades. The proposition was simple: a cordless vacuum that rivalled both price and technology of the leading manufacturers and home delivered, it was both back and time-saving. But how did Gtech do it?

The 2014 campaign won a silver DMA award. With a campaign budget of £3m, two thirds of which was allocated to TV advertising, direct mail and online and PR spend accounting for the remainder. Over the promotional period it made 39,000 sales, which generated £14.4 million in revenue and a net profit of £2.9 million. This is an impressive result for a little-known brand and a new entry in the market.

And the detail is even more compelling.

While the star of the campaign was television advertising and possibly the best way to demonstrate the vacuum’s effectiveness, it only had an ROI of 3:1 (£6.5 million sales). The support acts: direct mail, PR and online actually converted better and closed the deal. With a fold-out mailer sent to 700,000 homes, direct mail made half the sales of television with an eighth of the budget. ROI? 5:1. So you can imagine with an increased direct mail budget how much better the sales would have performed on a hugely successful campaign. It’s important to note that there’s a 20% uplift in conversion when direct mail campaigns are integrated, so suck up some knowledge from Gtech’s success and build a campaign to draw your customers in.

Using direct mail as a key part of their integrated direct marketing, they are receiving hundreds of orders a day. Their products range from £150 through to £1,000 in value.

The direct mail return of investment for Gtech is 5:1 and it’s an extra revenue stream that is creating more and more profits and product movement than just press, digital and DRTV alone.

Direct mail has allowed Gtech to build a stronger, bigger and better database with every mailing, and they began with only a data set of 20,000 prospects.

In just over three years this has grown year on year to significant mailings over each seasonal variation with considerable growth planned.

Needless to say, our mailing house worked hard to achieve this success, success based on a brilliant product range, a great price and most importantly integrated campaigning, timed to perfection, to deliver the best results.

Gtech are going from strength to strength and just launched AirRam Mk2 last September.

Gtech work is currently running on our new Xerox Trivor 2400.

If you’d like to discuss your Direct Mail campaigns or to arrange a visit to see the World’s First Trivor printer, please fill in our contact form or call us on 01494 539300.

Digital Semantics of Direct Mail

Digital Semantics of Direct Mail – The language of the way we work

Though they come from the same discipline, direct mail and digital marketing are distant cousins rather than siblings in terms of terminology. They share a vocabulary, though depending on which camp you’re from you could be speaking the language with an accent. Each was founded on similar principles and they’ve since developed to suit the types of results each achieves. An open rate is one medium and means something completely different in the other, and response rates paint a different picture.

Confused? We’ve lifted the mystery with our direct mail dictionary for digital natives; your comprehensive guide to the semantics of the world’s most powerful marketing tool.

Digital

Generally digital measurement is focused on the immediate, which lends itself to the nature of its lexicon. Here is a round-up of the most common terms you’ll encounter and in the next section a rundown of how they translate to direct mail.

 

  • Conversion rate: The number of desired actions resulting from email activity. For example, sales transactions, downloads or mailing list sign-ups.

 

  • Bounce rate: It is as it sounds and in either outcome the recipient never sees the email. A hard bounce rate is caused by incorrect email addresses or domain issues; a soft bounce rate is when there’s an issue with delivery such as a full inbox or server issues.

 

  • Deliverability: The measure of an email campaign’s cut-through. You should measure the returned email deliverability (volume of emails sent less the number of bounces) and inbox deliverability (volume of emails delivered to the inbox as opposed to the spam folder or not delivered).

 

  • Average unique open rate: How many emails were opened divided by the number of emails delivered.

 

  • Opt-out: The dreaded enemy; when a recipient opts out of further communications.

 

  • Response rate: The number of actual responses made as a result of the email campaign.

 

Direct Mail

So in terms of semantics, there are subtle differences between the two mediums and these largely depend on the way they’re consumed.

 

  • Conversion rate: In direct mail a conversion rate is the same as a response rate. Sales or information request, both forms of contact mean an interaction with your valuable customer.

 

  • Bounce rate: In direct mail a bounce rate means undelivered mail due to a change of address or a deceased individual. Once they’re gone, they’re gone.

 

  • Deliverability: Deliverability means that your DM is undeliverable all together. The only way to improve this is by improving the quality of your database.

 

  • Average unique open rate: According to Royal Mail the average unique open rate is about 90%. When you know your most of mail is guaranteed to be viewed, digital open rates tend to pale in comparison.

 

  • Opt-out: There’s no need to consider opt-out rates as all clients have opted in in the first place; it’s a legal requirement of all direct mail. Recipients who don’t want to read your mail simply bin it and your database retains its integrity.

 

  • Response rate: The major difference between digital and print, response rates reflect the number of sales or responses to an offer, which in virtually all instances is a sale i.e. conversion rates in digital is a response rate in direct mail.

 

Knowing how to talk the language not only gives you the vocabulary, but helps you establish your authority on the subject. With the right set of tools you can competently recommend direct mail and watch your direct mail response rates explode.

Contact First Move today to find out more about our award winning Mailing Service on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Direct Mail for younger consumers

How to Get Creative with Direct Mail to Attract Younger Consumers

Younger consumers are excited to receive a piece of direct mail

The term ‘millennial’ is overused and bandied about by everyone who wants a piece of the action. But how do you know if you are actually one? Deny it. It’s not a new concept; youth will always exist and they will make you feel inferior and supremely uncool when trying to speak their vernacular. But maybe you shouldn’t try so hard. Skinny jeans—the things from the Eighties you said you’d never wear again, but almost considered buying last week—have been and fled. And now the Nineties are back with a vengeance. Trend is not isolated solely to fashion: direct mail for young adults is back.

If you want creative direct mail that caters to a younger audience then you have to look at how they consume media. While they spend more time online than on all other media combined, they are 32 per cent more likely to agree that they “trust mail more than information they find on the internet.” That’s telling … and an opportunity. Remember the mail millennials have received predominantly up to now is birthday cards, sometimes filled with cash. So now the mail suddenly isn’t so fun.

Nostalgia rates with millennials as it’s one way they can identify with a brand and each other. Music, fashion and childhood foods are great unifiers because they all remind them of a simpler time. One in which they are able to be themselves without scrutiny and having to pose and curate their lives according to what society dictates, nor the responsibility that comes with paying bills. In fact, according to the Royal Mail MarketReach’s new report, The Life Stages of Mail, it reveals that digitally native young people live at home with Mum and Dad. And that’s something to remember when you appeal to them.

 

Instagram is an illusion

While they’re living the high life online, they’re likely brooding in bedrooms to get that perfect Instagram filter and dodging their families with Lana del Rey and Banks blaring in the background. But it’s when they’re at home they’re their most vulnerable and unguarded and according to the report,18 per cent more likely than the general population to welcome direct mail and 32 per cent more likely to find it memorable. Herein lies the potential for creative direct mail.

 

Millennials listen to those they trust

If you’re stumped for direct mail ideas or figuring out how best to approach the direct mail design process, take a look at your target’s content and those they follow to truly understand what will resonate. Fashion, music, dining and food trends are the big ones, but don’t forget YouTubers and other online personalities. Millennials want recommendations from those they trust and seek and value their opinions. Become one of those trusted parties and you will see a huge uplift in your campaigns.

 

Understand their visual language

Almost a quarter (23 per cent) of milllenials, or ‘fledglings’ according to the Royal Mail have bought or ordered something as a result of receiving direct mail in the last 12 months and one in three has kept a piece of direct mail for future reference. The latter should govern your direct mail packaging design; it needs to be impactful for their to open it and something they want to keep. Search for direct mail design inspiration in places millennials frequent. Look at the menu in cafés, business cards of places they shop and the typography of websites they browse. These things matter to millennials.

 

Link it to technology

Likewise technology, make sure that it appeals to their online presence and sense of style. Make things look Instagram-worthy so that they share it through their social media channels. Give them an easy opportunity to find out more information and to purchase online, because according to the report, 92 per cent more likely to have used a mobile phone or tablet to respond to mail. Scan the mailer, give them a pURL and make them feel like you’re speaking to them solely.

 

Contact First Move today on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form for help with your Direct Mail campaigns.

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Combine Direct Mail and Digital Marketing

How to Combine Direct Mail and Digital Marketing

Direct mail is a much more sophisticated beast than you imagine.

Direct mail climbs new heights with the advancement of digital technology and now, you can take advantage of its potential. It doesn’t require a re-engineering of the way you run your business and marketing, just some tweaks that’ll bolster sales and increase response rates with very little effort.

Citipost Mail put together a study to show how digital integration can change the way you look at direct mail by taking a wider view and more informed approach. Here are those findings:

We already know that direct mail has high response rates: 3.7% from direct mail with a house list and 1% from direct mail and supplied prospect lists. All other forms total less than 1%; mobile, email, social media, paid search and display advertising fade into the distance. And it’s surprising to learn that email and social media are two of the three most popular marketing channels yet, have the lowest rate of response. Direct mail is not as popular but four times as successful as all of them combined.


Social and digital work better with direct mail

These days marketing is never considered in isolation and 44% marketeers use three or more marketing channels for their brands’ campaigns. You too can learn from this initiative and can combine direct mail with digital for even better results. The proof is in its success:

When social network users were sent direct mail, they responded as follows:
• 25% used a coupon
• 19% held onto it for future use
• 15% visited a store
• 10% passed it on
• 9% friend a new product or service

These are impressive results and a great example of how you can merge the offline with the online. Can think of any other ways to replicate that kind of response? Although social media claims to be a great connector, it’s largely impersonal. Direct mail bridges that gap. In fact, 45% of social network users have acted on direct mail they received and 29% who have used a social network in the past 12 months are 29% more likely to be heavy responders to direct mail.


Direct mail increases your total campaign’s effectiveness

When you add direct mail to an email campaign you increase the potential response rate by 26%. That’s huge. And with the capabilities of social media to spread your message to those who weren’t on your prospect list, you can expect that 9% of direct mail responses will be generated via email or social networks.

Direct mail can be used as one component of a multi-faceted campaign. Use various triggers to contact the customer through text, email, app push notifications and inbox messages and work with your postal operator to trigger the action based on the direct mail delivery. They’ll be grateful for the increased volume and have the facilities to realise your direct mail potential as you envisage it.


Track every response and understand it

Tracking direct mail with digital has never been easier and there are numerous ways to make it happen. Use QR codes and pURLs to track online activity and voucher codes to track conversions at various points of sale. To really merge the direct mail and online experience include a NFC chip that with a quick scan, swipe or tap can turn a smartphone into an extension of the mailer—direct mail brought to life. And reporting is even easier with various tools that can monitor social media for brand mentions and to receive more qualitative feedback through comments and commentary.

Direct mail with digital is the future and you can shape what it looks like with your clients and imaginations, just see how Gtech are going from strength to strength here.

Read our case study on how we helped Gtech combine direct mail with digital, resulting in a silver DMA Award and generated £14.4 million in revenue.


Contact First Move today on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form for help with your Direct Mail campaigns.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

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Direct Mail Postcards

Direct Mail Examples – 4 Great Postcards

Here are some of the best creative direct mail examples that we love!

We love the tactile nature of direct mail; the way your brand or product can get into your customers’ hands, the way it feels more real. Mailing services come in a variety of formats and aren’t restricted to catalogues, letters and trifold leaflets.

Printed postcards are one of the simplest and most effective ways to get your message across and keep the costs low for high-yield campaigns. Direct mail postcards are formulaic, so a little creativity goes a long way and gets your campaign noticed.

We’ve compiled some of the most imaginative Direct Mail examples to give you some thought-starters when including postcard printing in your next direct mail campaign.

QR Codes & Removable Magnets

QR Codes & Removable Magnets Direct Mail

 

This direct mail postcard has a business card-sized embedded magnet. When the time comes to throw away the mailer, the recipient can put the magnet somewhere to remember the message. Also included is a QR code to make it easy for mobile users to navigate to the website. For your direct mail piece point users to a PURL to merge the digital and the physical seamlessly. Way to get engagement!

  

Clear Imagery

Clear Imagery Direct Mail

 

Clear Imagery Direct Mal

Want to get your prospects’ attention? There’s no need to complicate matters; sometimes simple is best. These business postcard examples take clear imagery and isolate them on a colourful neutral background with brief and effective copy. Perfect for special offers or just standing out against all the white envelopes in the letterbox, this postcard is one that can’t be ignored.

 

Veer

 veer

Here is another great direct mail postcard example that gets the recipient involved in the message, and this one gets them moving. In order to reveal the hidden message the postcard had to be exposed to sunlight. This is a real talking point and not only is it a pleasant surprise for the recipient, but they’re likely to show all of their friends and family, and spread your message even further.

 

Indestructible Direct Mail

indestructible-direct-mail

 

Made from synthetic and polyester materials, this postcard is indestructible. In fact, it invites the recipient through personalisation to tear it in two. A clever way to get their attention–twice—and test their strength and patience!

 

Contact First Move today on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form to find out more about our mailing services. We’d be happy to show you some direct mail examples.

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How to measure your ROI in Direct Mail

How to Measure your ROI to Increase your Direct Mail Profitability

Whether you run campaigns where you measure your ROI in direct mail on its own, or complemented by an email campaign, you’re bound to be drawn by its benefits.

Direct mail ROI is one of its major draw cards, from the ability to dissect direct mail response rates to having information with which you can predict future results. The beauty of direct mail is the extensive amount of analysis you can perform to understand its impact.

There are plenty of mailing tips to improve ROI, such as employing postal discounts for bulk mailing and maximizing your weight for the postage paid, but what about the measurement?

First perform an audit of everything that comprises the costs of servicing the mailer; allow for production and distribution costs, suppliers and staffing, research and development and anything that has gone into your mailer’s creation. It’s good business sense to keep a handle on these kinds of expenses and gives your ROI gravitas when presenting your sales figures.

Your key metrics are as follows:

  1. Count – number of direct mail pieces sent
  2. Response rate – the number of leads you received (as a percentage) from the total count
  3. Average order value – how each recipient converted
  4. Cost per acquisition – how much it cost you terms of production and distribution costs to get the lead
  5. Return on investment – how much you’re ahead of the game after your efforts

While these are some of the most important factors, it’s important to understand the source(s) of your sales—segment your results. Is your campaign standalone direct mail or did you combine with other forms of media? Understand what kind of upswing your campaign received from this approach by looking at each source individually and combined. For example, a direct-mail campaign complemented by an email follow-up could have an upswing of 25%, and you need to understand why.

It’s important to view direct mail’s ROI in terms of both quantitative and qualitative data. While quantitative analysis offers the best business case, don’t ignore the finer points of customer retention. Every campaign you run is an exercise in brand loyalty and awareness. Even if your customer didn’t convert they might in the future. It’s unavoidable, but if you and anticipate this and give them the option to opt into further communication your mailing effort isn’t futile.

Give your prospect an option to be contacted in 3, 6 or 12 months when they might need your product or service. For instance, if they’re locked into a contract with the provider or just shy of buying their first home.

As we know, direct mail has a higher response rate than most other forms of marketing, and the return on investment often follows suit. Talk to a Direct Mail company to find out how you can create effective mail campaigns with skyrocketing ROI.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Inspiring Direct Mail

5 Inspiring Direct Mail Pieces to Make You Think “Wow”

Looking for a little direct-mail inspiration? Got a client with a brief that needs to stand out amongst the competition? Or just looking to see how things are done in direct mail elsewhere in the world? We’ve got it covered. Engaging direct mail means creativity, but it doesn’t have to break the bank. Even small runs of incredibly personalised direct mail get results, and if done right, gains traction through social media. Here are some of the whacky, out-there mail ideas to ignite your creative spark.

 

Open Your Mind to the Power of Direct Mail

Getting others to use direct mail can be a challenge, but leading by example pays dividends. A Post worked with a leading mindreader for the mailer. Affixed was a five-cent piece and scratch panel that revealed the recipients’ names. Ingenious personalisation that got their attention and presented a pretty convincing case for direct mail.

Open Your Mind to the Power of Direct Mail

Monarch Airlines 

Got a curious audience who needs to know about travel destination before they book? Monarch Airlines created a foldout direct-mail piece with a twist: it integrated fully with AR. Users could use their device to navigate the mountain by spinning it around for a 360º view and zoom in on key slopes. Accompanied by narration by an Olympian, it presented a solid case for strapping on a pair of skis.

Open Your Mind to the Power of Direct Mail

 

World Water Day

For Belgium’s conservation awareness programme, World Water Day, they created a mailer with a simple message: water is essential to human survival. In this case, they integrated the message with the method of delivery and the message could only be read by running it under water. It’s not easily forgotten and the campaign message is reinforced for the recipient. Just add water.

World Water Day


Planet Kids 

Receiving direct mail is exciting for anyone who’s not old enough to pay bills, and it’s particularly enticing when it can be made into a toy. Childcare company, Planet Kids sent out an invasion to their annual family day and with some folding, it could be turned into one of five hand puppets. Clever, simple, and guaranteed to get smiles.

Planet Kids

Voyanga

The new tour operator, Voyanga wanted to stand out in a crowded travel marketplace and the way they did it was with direct mail. Using real shells they inserted a tiny speaker into it to deliver sounds of the ocean crashing, seagulls, laughter and an invitation to explore tropical locations. Sure beats the lousy old shells you find on the beach!

Voyanger

 

Find out more about our mailing services today and how we can help you boost sales with creative direct mail. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Xerox Trivor Inkjet Printer

Introducing the Fastest Colour Variable Inkjet Printer for more personal, better use of data & improved ROI – A World’s First.

The wait is over: the Xerox® Trivor™ 2400 inkjet printer is here … and it’s going to change the way you do direct mail printing. A UK-first, First Move has partnered with Xerox Worldwide to give you even more options as a print marketing provider. This is a moment in printing history you’ll remember; when affixed addresses to mailers became a thing of the past and personalised, targeted, and customised full-colour artwork became the standard. Digital printing fulfilment will never be the same.

A 20” continuous feed press with myriad customisable options you can turn plain paper into remarkable imagery. It combines proven imaging technologies with new innovations to deliver the next level in high performance, and it requires less space than its predecessors. And with a new digital front end it’s easier to use and meets SLAs without a hitch. It’s the perfect solution to those campaigns that need to reach far and wide with targeted results.

Direct mail flexibility is key and the Xerox® Trivor™ understands this. And it’s fast, too. Choose your resolution from 300 x 600 dpi up to 1200 x 600 dpi and it can deliver 2,400 full-colour impressions and over 2,850 monochrome impressions per minute, with speeds up to 200 meters per minute. The Xerox® Trivor™ uses high-density inks, which mean bold, true colours on plain stock and consistent image quality. Quick to dry, wait times are reduced so you can get your direct mail campaigns out faster.

Adjustable print speed even allows you to slow the press down to one metre per minute at any time during a production run to eliminate unexpected results. It’s power you can trust.

And all that speed and technical prowess equals one thing: productivity. As a business you can benefit from the faster turnarounds and a higher volume print runs with full customisation. If your direct mail is transactional, full white paper workflows mean you can provide your customers with offers tailored to them and statements that alter according to your set criteria, such as spend and other benchmarks. Direct marketeers also can offer more relevant offers in a single print run to each of their clients, ensuring less wastage and more effective use of postal services, as well as better engagement rates with personalised direct mail.

Xerox® Trivor™ 2400, printing powerhouse:

  • 4-35 million A4 impressions per month (in CMYK, 600 x 600 dpi resolution)
  • Up to 57 million colour or 68 million mono A4 impressions per month

 

Contact First Move on 01494 539300 to see the Xerox® Trivor™ 2400 in action. Ask for your own demonstration. It’s even more impressive in person.

 

You might also like to read the following articles:

Direct Mail by Numbers: Key statistics on the world’s favourite Marketing

Direct Mail in the 21st Century – Infographic

Direct Mail in the 21st Century

Direct Mail in the 21st Century – Infographic

21st Century Direct Mail

Why Direct Mail in the 21st Century?

Got a message that you need distributed? Looking for a method that’s guaranteed to make you heard? Direct mail is a 21st-Century solution to an age-old problem, and it has a proven track record to getting you great results all the time. Don’t just take our word for it: demand proof. Get insight into direct mail’s effectiveness through its ample statistics; numbers that tell a story so you can tell yours.

It must be compelling, make a connection, and most of all, it must be personal. And like all good stories, have a beginning, a middle and an end. Direct mail is the perfect way to get your story across and tell it in a way that engages with your audience physically. So why not make a personal connection with print?

 

No one at home? Leave a message.

  • Average household receives 16 pieces of mail each week
  • 70 to 80 percent of consumers open almost all of their mail
  • 70% of direct mail is opened
  • The same week the average consumer gets more than 100 emails
  • 79 percent of consumers will act on direct mail immediately; 45 percent say the same about email

 

Move from personalised to personal 

  • 80% are more likely to open it if it’s personalised
With personalisation:

·        Direct order – 9 percent

·        Lead generation – 8 percent

·        Traffic generation – 17 percent

Without personalisation:

·        Direct order – 2 percent

·        Lead generation – 3 percent

·        Traffic generation – 3 percent

 

Integrate direct mail with digital media

  • 88 percent of participants want to use mail to drive the web
  • 78 percent used mail to promote specific offers
  • 53 percent looked at cross-media effects, such as social media or web-traffic

 

Push them into action

  • 55% went to a physical retail store
  • 54% visited a website
  • 45% indicated direct mail led to purchase
  • 44% immediate discard direct mail if it isn’t relevant

 

How recipients feel

  • 62 percent of people like to receive mail telling them about offers
  • 70 percent of people welcome mail that rewards their loyalty
  • 56 percent of people welcome mail that gives them useful information

 

Physical isn’t a challenge

  • 71% say the print quality of the paper affects their decision
  • 70 percent of consumers are more likely to open colourful mail

 

Direct Mail: A snapshot

  • Cut through the clutter
  • Attract new customers
  • Enhance customer loyalty
  • Deliver profitable results

 

Sources:

  • Xerox infographic
  • Target marketing
  • DMA

 

Find out more about our mailing services today and how we can help you boost sales with creative direct mail. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

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Email Testing for Direct Mail Campaigns

Testing Email Campaigns for Higher ROI in Direct Mail

Email campaign results and testing will aid predictability in direct mail, helping you generate up to 10% response rates.

Supporting arguments:

  1. Propositions can be tested
  2. Creative can be tested
  3. Personalisation can be tested
  4. Almost anything can be tested

 

Method:

  1. While a strong medium on its own, direct mail can be even more effective in tandem with email integration. Through a strategic partnership with Red Hot Penny, a leading eCommerce and retail solutions agency in three major cities, First Move can combine its direct mail expertise with Red Hot Penny’s digital marketing prowess.
  2. Using audience profiling pooled from your database and Red Hot Penny’s data insights, you can tweak your audience to suit your offer. Build ideal profiles and data sets based on this information and define objectives for each. Use demographics, sales history and purchased statistical information to bolster this.
  3. Use trends to inform your propositions. Red Hot Penny works with some of the world’s leading retailers and organisations and understands trends. Use this insight to build your proposition and tweak each to suit your audience profiles. Change copy, artwork and offer as required.
  4. Test your proposed offer by using email as a low-cost alternative to direct mail before you launch your campaign. Using Red Hot Penny’s technology and industry know-how, reports can gauge the recipient’s reaction to various parts of an offer, and identify to which components their attention is drawn first. Make these the hero of your campaign and build the rest around it.
  5. Multiple messages can go to the same audience over a sustained period to understand which resonates best. Alternatively, a segmented database can receive different messages simultaneously in the vein of A/B testing and split testing. Using email, Red Hot Penny can assess the viability of different customer profiles to respond to offers, and understand which products they will purchase and at what quantities. Feed this data back into your own database to further understand your clientele and continue accumulating information you can use in future mailers.
  6. Analyse your email campaign before you deploy your print campaign. With the assumption that a high response for an email campaign is 0.12% and direct mail 3-4%, a 0.24% response on your email testing will indicate a 6-8% direct mail response. Extrapolate these figures and you will know how your print mailer will perform. Take the figures and predict your sales volume accordingly; set targets, order stock and staff it correctly.

 

Conclusion:

Use email testing to predict your direct mail response, but go beyond the response rate to predict sales volume. As a business you will find it a much more useful method, and you can make informed decisions about inventory and fulfilling orders. With rigorous testing First Move in partnership with Red Hot Penny can come to a predictive theory with detailed reports to match.

 

Want to know more about our Mailing Services? Contact Aran Long on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form

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