direct commerce awards

Direct Commerce Awards – We Are Winners!

 

We’re delighted to announce we have won a Direct Commerce Award for our work with our clients, Complete Care. ‘Best Creative & Print Production Partnership’

First Move produced a 16 page Catalogue mailing uses 6,421 different products to deliver dynamic personalisation.

We are not aware that anyone in the world has ever produced print with so many variable items of data.

Find out more about our work with Complete Care.

complete care catalogue

Run by Direct Commerce Magazine and the Direct Commerce Association, the Direct Commerce Awards were created to honour sector businesses across a wide range of B2B and B2C merchandise categories with entries evaluated by a panel of expert independent judges.

2019 shortlist:

19 Events; Aspace; Biscuiteers; Bluebella; BlueCrest; Charles Tyrwhitt; Christies Direct; Complete Care; Cox & Cox; Creed; D.T.Brown; Dancewear Central; Dorwest Herbs; Dreams; F.Hinds; Fairfax & Favor; Fife Country; Fine Food Specialist (Williams Commerce); Great Little Trading Company; Gtech; Hippychick; Home Leisure Direct; Office Power; OKA; Ordnance Survey; ProCook; Sarah Raven; Screwfix; Sosandar; Studio Retail; TLM Trading; Virgin Experience Days; VOW Wholesale; WoolOvers; YUDU

The Direct Commerce 2019 Awards took place at Twickenham Stadium, London, on 13th June 2019.

Xerox Premier Partners Conference – Triggered Direct Mail

Xerox Forum 2019

What if we could print opportunity?

As premier partners of Xerox, we’ve been invited to present alongside Deana Conyard, Global Product Marketing Manager for Xerox at their conference in Portugal.

David Amor, Chairman and Direct Mail Futurist of First Move will be discussing Triggered Direct Mail and how businesses can integrate digital and direct mail to increase sales using Artificial Intelligence.

The Premier Partner Congress at the Xerox Forum 2019 takes place in Vilamoura from Tuesday 14 to Wednesday 15 May 2019 at the Algarve Congress Centre.

 


Update from David Amor 23/05/2019

Last week I was part of a presentation at the Xerox European Premier Partner Conference in Portugal discussing triggered direct mail.

Hyper-personalisation was highlighted last Sunday in the Times newspaper as being the 2nd highest growth and volume trend in artificial intelligence analytics.

It is easy to associate that this is purely electronic delivery but print is also part of the changing world of increasing personal relevance in communication.

First Move is this week printing a 40,000 catalogue mailing ½ of which is AI driven – each page totally unique and based upon individual customer previous purchasing history.

In the 21st Century we each deserve to be treated on a one to one basis and memorable tactile highly personalised print is relevant to every business.

Could your business benefit from personalised print?

Contact us on 01494 539300 or fill in our online contact form.

Digital Marketers return to Direct Mail

How Are Digital Marketers Using Direct Mail?

The propaganda from digital marketeers said direct mail was dead. Now they’re retreating with their tails between their legs begging to be let back in. After all, the already powerful direct mail can have even more impact when paired with digital. But how are the digital natives returning to direct mail and why?

The realisation isn’t surprising and we all predicted it; digital would become so big it was impossible to hear the message clearly. But now with technology it’s easier to refine the message and hit the recipient from multiple channels. Direct mail with digital marketing integration can be even more targeted, personalised to specific individuals and an interactive and offline hybrid.

Avoid the Opt-Out All Together
With digital direct mail you can remove yourself from a list easily, and as mobile phone technology evolves, without searching for the unsubscribe button. This is bad news to marketeers as once you’ve lost a contact’s subscription, you’ll have to have a miracle to regain their following. Direct mail is different. Sending something to someone’s house or business is easy, and provided that you’ve acquired their data legally, totally within the eyes of the law.

Consumers throw things in the bin without hesitation, but unless the content is particularly objectionable, they never bother to find out from where it has come or how to get rid of it. Without the worries of email sender reputation, spam filters or IP blocking, provided Royal Mail is doing its job, nothing will stop it from reaching its recipient.

Increased ROI
Just like email marketing direct mail measurement is a dream. By using metrics and KPIs you can understand the insight of campaigns at a glance. Direct mail shares the same measurements as its digital counterpart and it can even improve digital marketing results. Sure digital campaigns can have their impact, but they’re soon forgotten. A follow-up print mail alternative hangs around and can be the one things that converts to purchase. Rather than sending five emails isn’t one direct mail a better use of your time?

Programmatic Direct Mail Marketing
Even the display ad networks and resellers have found it tough of recent years and have had to evolve their strategies to combat ad blockers and decreasing impression rates. Digital advertising and remarketing has now turned to direct mail to convert customers to purchase. With sophisticated algorithms and the ability to track users’ browsing history, products can go from a wish list on the web to a DM flyer in their letterbox the following day. How could your customer possibly resist temptation when something they’ve coveted online comes directly to their hands?

Find out more about Programmatic Mail.

Seamless Synchronisation
Digital marketing is seeing the benefits of direct mail and how it aligns with general marketing objectives. It’s easy to integrate the physical nature of DM with online CRM systems to conduct a more telling and sincere communication with customers and prospects. Nothing beats a birthday card in the post and only DM can convey the emotion to express true gratitude to key customers.

 

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

Download our Knowledge Guide on ‘The Power of Digital Direct Mail‘ in partnership with Digital Doughnut.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

How Digital Print is changing Direct Mail – Interview with David Leitch

David Leitch

The Xerox Trivor – Interview with David Leitch – Digital Print Manager

Direct Mail has evolved and with First Move recently installing the new Xerox Trivor, A world’s first, we are now at the forefront of digital printing technology.

We interview our very own Digital Print Manager, David Leitch for his insights into the Xerox Trivor printer and how printing technology is changing the face of Direct Mail in today’s digitally focused world.

1. Why should companies take notice of the Xerox Trivor, how does it improve upon the current world of Direct Mail? Speed and Cost. The Trivor is a new era in terms of printing, inkjet has primarily been used for lower quality projects and to reduce costs. Whilst this is important, the addition of quality and the ability to make each sheet of paper totally individual, dramatically increases the options open to users.

2. What impact does the Trivor have on personalisation? The Trivor opens up new avenues of variable data and imagery in one file for customers, enabling you to target specific interests that their customers have expressed an interest in. In the Trivor arena personalisation is not just a name and address but potentially completely individual items of mail. Images and text driven through data analysis of the understanding of your customers buying habits, their likes and dislikes, their location, their proximity to the nearest supplier. In short improved relevancy to the reader of what is of interest to them – every page is unique!

3. EFI RIP what’s that and what’s the benefit to customers? The EFI RIP is where all of the data is collected and processed ready for the Trivor to print. The need to process thousands of pixels (drops) of ink per second requires huge computing power. The rip installed at First Move is the largest ever created by EFI (Xerox’s computing partner) and was shipped from San Francisco direct to High Wycombe. The RIP is the 1st of its kind in the world, its power enables clients to produce multiple image and multi placement of personalisation campaigns specific to each person. The benefit of this power is that it processes the information faster than anything previous.

Xerox Trivor 2400 Inkjet Press

4. How can companies save money when using the Xerox Trivor? Being a single process for print and variable data/images, longer run campaigns are printed in one run, rather than previously, where you would ‘litho’ print and then personalise.

5. How fast can a customer get something mailed using the Trivor and how much faster than the current world is that? As previously mentioned, we have taken a two stage printing exercise and changed it to a one stage. But let’s not be fooled, there are machines out there that can do low volume jobs quickly, what Trivor changes is quality and quantity. Trivor produces 270,000 A4 letters printed in colour both sides in an 8 hour shift.

6. Why should companies interested in Direct Mail speak to First Move? Now, with 2 world 1st installs of the Xerox Trivor and the EFI rip PLUS our understanding of marketing and mailing services as demonstrated in our book Direct Mail 101 (this details the process required to deliver predictable profitable mail campaigns) our ability to assist our clients deliver improved results is unique.  Our achievements in this area have been recently recognised by Xerox and we are proud to have been asked to become part of their worldwide ‘Premier Partners’ programme.

To find out more about the new Xerox Trivor Printer and to establish how Digital Direct Mail can transform your business please contact First Move today on 01494 539300 or fill in our online contact form.

 

Click here to watch our video to see how the Xerox Trivor performs.

You might also like to download our Knowledge Guide on ‘The Power of Digital Direct Mail‘ and find out more about Programmatic Mail.

See our recent blogs on How are digital marketers using Direct Mail? and Why use Direct Mail within your marketing mix?.

 

The Case 4 Direct Mail

 

Case 4 Direct Mail

We present you with our opening statement with evidence to support our client, ‘Direct Mail in the 21st century.’

 

It is our privilege to showcase direct mail in this case before you today.

 

You have heard the digital world explain what it hopes will be proven, but the digital world did not furnish you with all the facts.

 

The digital world has explained that our client was “identified” as an outmoded form of communication, but in fact this supposed allegation is from an entity that has held a grudge against our client for a long time, since 1989 to be accurate, and has made many inconsistent statements about this case.

 

The digital world has explained that our client was found to have an inability to sell products in a digital age, but none of those accusations actually stood up to any factual analysis and our client did have its own compelling responses to make.

 

In fact the response rates were substantially stronger with a longer sales tail than previously assuaged, as well as a shorter sales cycle. These direct responses could so easily have been in the possession of your business.

 

We put it to you, that Direct Mail has evolved and is thriving in the new environment of ‘just-in-time’ marketing, utilising augmented reality and big data, aiding marketeers to deliver highly personalised messages with tangible results from physical items.

 

We would ask you to keep an open mind and review ALL the evidence, and return a verdict of “tell me more about Direct Mail“.  Thank you.

 

#Case4DirectMail

 

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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.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

 

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

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email