Direct Mail Marketing During The Coronavirus Recession

These certainly are unprecedented times we’re living in. Businesses all over the country are experiencing uncertainty and reviewing their marketing wondering how best to reach out to their customers or even if they should at all.

If you cut your marketing efforts now you could do your business damage that lasts well beyond the pandemic. This is the time to reach out to your existing customers – they know your brand, they’ve bought from you before and they’re the most likely to buy from you again, now or in the future. But how do you deliver your message? They need to know you’re still open for business!

One thing we can be sure of is that more and more people – in the short term at least – are going to be at home waiting for the mail to arrive. Where direct mail sets itself apart is its ability to create a connection with the recipient and to put your message directly in a customer’s hands. We know that mail makes your customer feel valued and that it enhances the perception of your brand.

When you combine this with research that shows direct advertising mail spends on average 17 days in the home (be honest, we all have that coffee table where we leave the mail). This presents a real opportunity to refresh the connection you have with your customers and their households.

We’re very much open for business as usual, so why not give us a call on 01494 885490 or fill in our online contact form to discuss how we can support your marketing efforts in the coming weeks.

5 Reasons Why You Should Consider Using Direct Mail

5 Reasons to use Direct Mail

Direct mail is a proven, cost effective marketing method, as a standalone or as part of a larger marketing mix. Here at First Move, our client services team give you their top 5 reasons as to why you should be investing in direct mail:

  1. You remember your mail – 65% of recipients pay full attention to their mail. Personalise your mailing to drive this figure even higher – address your customers by name, appeal to them on a personal level and show them that you care! 70% of people say that mail rather than email makes them feel valued and research shows people trust their mail.
  2. Return on Investment – Direct mail costs a fraction of other marketing methods like television, and can deliver great sales and growth for your company. Here at First Move we can offer competitive postal prices from as little as 20p per item, to help you reach out and connect to your potential customers at little cost.
  3. Test your direct mail and measure it! – Everything can and should be tested so that sales growth can be built on the predictability of the results – at First Move we take testing your direct mail campaigns seriously, to ensure you achieve the best ROI. Find out more about A/B testing.
  4. Integrate direct mail and digital marketing – If you’re running off the page adverts then run the direct mail a week after the ads, run the digital campaign after that – – memory recall is far stronger for ‘off the page’ adverts when you follow up with direct mail rather than just digital alone! Direct mail can complement your other marketing activities and research shows that when you reach customers on numerous channels you’re far more likely to have customers engage with you.
  5. Programmatic mail – A customer abandons their shopping cart, a few days later they receive a personalised letter containing an offer which just happens to focus on the item they had been looking at – once setup this can be as easy as sending an email. You can recover another 14% of lost sales after exhausting email chasing from a piece of well-timed direct mail! Discover Programmatic Mail.

 

If you’d like to know more about direct mail and the benefits, then do get in touch with us directly on 01494 885490 or fill in our online contact form.


Boost your ROI with Royal Mail’s 11p Christmas Promotion

Christmas Direct Mail Campaign

Christmas Cards Printed & Mailed

Helping you to reach more of your customers this Christmas for less!

Royal Mail have just announced a fantastic promotion which is running on the build up to Christmas. 

Act now and boost your ROI with a Christmas direct mail campaign sent at a reduced rate.

This a great opportunity for you to:

  • Re-activate lapsed customers
  • Dig deep into your database for higher volumes
  • Mail a new demographic or sector
  • Try a teaser mailing with a new mail-piece or to a new audience
  • Promote a specific product or service where mail was not being used

To obtain this special rate you must be an existing mailer and mail at least 50,000 more items during the period than you did last year during the same period.

Key points to know:

  • Postage window from 12/11/18 to 17/12/2019
  • Minimum 50,000 incremental advertising mailing. Maximum is 1 million. Letters only
  • Price per item rebated to 11p per item using Low Sort Mail-mark service
  • Can use via Accredited Mailing House with Mail-mark – YES that means First Move!
  • You can be using DSA but must use an OBA for RM Mail-mark service for incremental volume
  • Credit applied for via short application process. Minimum £4500 credit based on 50,000 items
  • Postage Credit applied to end user next campaign in 2019
  • Confirmation end user will benefit from credit if using a mailing house. 

 
(Evidence is required of the incremental increase or NEW incremental mailing being undertaken. This cannot substitute existing mailings).

Speak to us today and we’ll provide some great Christmas direct mail ideas to wow your customers and win new business.

For more information about this promotion please contact us on 01494 539300 or fill in our online contact form and we’ll get in touch.

Christmas Direct Mail Campaign Promotion in Partnership with Royal Mail

You might also want to explore our Mailing Services to find out more about our services and how we work.

 


 

Direct Mail Cost

What is the Cost of Direct Mail?

What’s the first thing you do when you get home from work? Most of us check our post.

The pull is in personalisation. It’s got our name and address on it, so it’s probably important and worth reading.

Do you look forward to getting your emails as much? We’re guessing NO and the statistics support this.

‘Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print, provides a great opportunity to build your business.’

Now that you’re thinking about using direct mail, your first thoughts might be:

“What is the cost of Direct Mail?”

This article will show the costs and the potential return on investment on all direct mail services. So you can make better-informed business decisions and start building meaningful relationships with your existing and new customers.

 

Postcard Mailing

“57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.” – Royal Mail

The beauty of postcards is that you can pack a punch for a reasonable price. Imaginative designs can boost your business’ attraction level. For example, you could embed magnets in your postcards so customers can place them in their homes or at work: a daily visual reminder of your brand.

As a low-cost form of direct mail, postcards can yield a high return on investment. That’s because they shine when used for short and compelling messages or offers. It’s a highly effective strategy to grab the recipient’s attention and drive them into action.

You could also send postcards in between catalogue mailings to keep customers keen and drive further sales for a better ROI.

Estimated cost for 5,000 postcards: £1700.00 + vat includes production and postage but excludes data and design (34p each)

You might like to read our other article – Direct Mail Examples – 4 Great Postcards

 

Letter Mailing

Do not underestimate the power of a well written letter.

Traditional it may be, but the use of words in a simple, well understood, traditionally trusted and accepted format can open doors and help you win new opportunities. Use mailing services to send large volumes of letters in a cost-effective and highly-efficient way.

Estimated cost for 5,000 letters: £1900.00 + vat excluding design and data

 

Catalogue MailingCatalogue Mailing Services

Nowadays we use the internet to shop for things we want. Which begs us to ask, do people still like receiving catalogues?

Absolutely. They encourage purchases – 63% of people are influenced by a catalogue to purchase. They also drive people to visit your website.

In fact, the number of people who now respond to catalogue mailing has surged by 23% over the past few years. Why?

A mailing house can professionally design your catalogues with a specific audience in mind. Recipients gain a physical, visually engaging and relevant lexicon of your best products, peaking their interest and leaving a “deeper footprint” than digital media.

Estimated cost for 5,000 16 page A5 catalogues: £2,500 + vat excluding design (50p each)

Estimated cost for 5,000 32 page A5 catalogues: £3,300 + vat excluding design

Find out more about our Catalogue Mailing Services.

 

Business Mailing

We’re talking about transactional business mail (invoices, statements, information, newsletters etc.) It’s mailing with the purpose to inform rather than to encourage a financially monitored response.

Business mail builds trust between consumers and business. It’s an intimate and secure way to communicate, as a study led by DMA revealed:

“56% of consumers stated that they found printed marketing to be the most trustworthy of all media channels”

 

Direct Mail Marketing ListsDirect Mail Data

Before you source data you need to understand who your existing customers are. This way, you can send your mail to people who are interested in your offerings and more likely to buy from you.

What do they look like? Where do they live? How much do they earn? You need to unearth this and much more to develop a clear picture of your audience.

Once you know what your customers look like, the challenge is to find more just like them. Achieve this by comparing your existing customers against a large database of potential users.

Of course, creating your own lists can take a lot of time. List creation is a professional direct mail service that can be executed quickly and accurately thanks to recent technology.

The data sources available range from large compiled databases through to magazine subscribers and customers of other companies. You receive comprehensive lists to reach new customers and boost your sales.

Cost minimum charges usually apply. Minimum spend: £500.00 + vat. Costs per name range from 25p to under 10p depending on the list volume.

 

Will Direct Mail Work For You?

At First Move, we always recommend you should be studious and monitor results as you start your testing. With the right process you can learn what works best and how to improve your strategy.

LP-Book_01Our book, Direct Mail 101, explains why direct mail in the 21st century is worth the investment and how to deliver predictable and profitable results to grow your business. Plus, gain real examples of the world’s most successful direct mail letters for you to study.

Contact First Move on 01494 539300 and request a copy. We’ll send it to you for FREE with no obligations.

For more information about our innovative mailing services, check out our website or complete the contact form below. We look forward to hearing from you.

Get in Touch


 

You might also be interested in the following articles:

How to Save Money on Direct Mail

How Does GDPR Affect Direct Mail?

 


 

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

Why use direct mail within your marketing mix?

Harness the power of digital to execute your direct mail campaigns

Harness the power of digital to execute your direct mail campaigns

How can marketeers harness the power of digital to execute their direct mail campaigns? Read our 5 top tips:

There was a time where individual marketing channels were viewed as separate entities. These days, a business does itself a disservice if they ignore other forms of marketing. Customers’ attention is already fragmented with the various options in which they consume media, so why not cover it all?

Direct mail is geared to be effective with any audience, and while it’s superior to email in volume purchases, it’s inferior on cost per campaign. Historically the two types of media competed, but with greater advances in printing technology, marketeers can harness the power of digital to execute their direct mail campaigns.

 

1. It’s Physical

One of the regular arguments for direct mail is its physical nature. You can’t get replicate it with an email, but you can use a digital to make it something that will resonate better with the recipient. It needs to stop them in their tracks—only handling a mailer doesn’t cut it to achieve significant results. One way to do this is to give something away with it that requires interaction. A coupon directing the recipient to the website with a redemption code enlists their action and converts them in a physical way. They needn’t purchase, but holding something physical establishes a relationship and makes people do the things you ask them because it’s real. And because people hold onto a mailer for 17 days after they’ve received it, you still get their attention when they look at it every day.

 

2. It Conveys Emotion

You can shout as much as you want using traditional advertising methods in an increasingly online world, but that doesn’t mean anyone’s going to hear you. You need to create something that connects directly on an emotional level. We used to wonder how we can get into people’s most intimate sanctum and now with smartphones they’ve practically invited us in. Think how that digital connection can translate to a real-world application. Big data allows us to see how people interact with their devices so with a little insight and creativity, a direct-mail piece can reflect their online behaviour. It can be as simple as a physical version of your customer’s wish list, and when they’re holding your product in the their hand it’s easier for them to envision it in their life and convert to purchase.

 

3. Unparalleled Personalisation

More than just a name and address on an envelope or mailer, direct mail has unprecedented access to get personal. While consumers treat email containing personal information with suspicion, direct mail has a certain authenticity that can’t be replicated. Think about customer behaviour to influence your direct-mail offering and you’re well on your way to large returns on investment. Change your messaging, revise the offer, or trigger specific mailers whenever the customer performs a predetermined action online. With new technology like the Xerox Trivor, you can send out a mailer with little notice and greater speed than ever.

 

4. The best of both world’s

By testing with email we’re better at predicting direct-mail results. Firstly it’s cost-effective and allows you immediate insight into which offers, propositions and demographics work best. Unique URLs even give you a secondary personalisation option and highly detailed and accurate tracking. It’s the best way that email can give your direct mail campaigns a predictable level of sales, so guessing if you’re going to make a profit is finally coming to an end. Email for predictability, direct mail for volume sales.

 

5. Higher Response Rates

Six months’ email (based on 28 emails over 26 weeks) yields the same amount of revenue as one direct mail event in one month, that’s 28:1 sales ratio. With a greater response rate it can free up your marketing budget to do concurrent activity: primary sales from direct mail with testing and complementary follow-up with email. It also frees up your email to highlight other products or services, or introduce flash sales and incentives for more dynamic campaigns. You should be continually reaching to new audiences and markets so why not start testing with email today and sell with direct mail tomorrow?

 

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.

 

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

Direct Mail in the Marketing Mix

Why Use Direct Mail Within Your Marketing Mix?

You’re planning your next marketing campaign—how will you spend your budget? Planners get paid good money to define which kinds of activity your campaign needs. Do you choose to work below the line or above the line, or a combination of the two? Are you just digital or do you have spend allocated to more traditional outlets like television and newspapers? And where does direct mail fit into all of this? When you learn that 79%* of direct mail recipients respond immediately to a mailer you soon realise that it would be foolish to overlook.

Not only does direct mail work as a standalone, it integrates perfectly with any marketing mix. The older cousin of all the other forms of media, it’s more tested and proven effective than its counterparts. Direct mail is a lot easier to quantify, both in terms of expected outcome and later, return on investment. Its measurability is a welcome insight to marketeers. And it helps to prove your case to your superiors when you’re armed with better information. Just think how it’s easier to have a campaign approved a lot more swiftly if you can show its worth.

Direct mail is the human element your campaign is missing. Not only does your message go directly to their home or business, it ends up literally in their hands. It can’t be ignored—the recipient must do something physically with it, and more than a quarter will keep it for future reference. When they can touch your product or service at the first point of contact, you’ve already made a connection. How you interpret that is yours to decide and is only limited by your imagination. It could be a free sample, an opportunity to experience your product or service at a demonstration, or perhaps you can lure them with a solution to problem they might have.

With a direct-mail presence in your marketing mix it means a more integrated campaign and consistent messaging across all channels. Being ubiquitous is the way through to your customers when competing for their attention in a crowded marketplace. You give your customer multiple opportunities to contact you by providing handy reminders along the way. When you are speaking to them directly to their specific needs with direct mail you’re one step away from a handshake.

 

For more information on how Direct Mail can work within your marketing mix please contact us enquiries@firstmove.co.uk, call 01494 539300 or fill in our online contact form.


References:

* DMA (2013: Why direct mail still matters, The consumers’ case: infographic report)

The full From letterbox to inbox: building customer relationships 2013 report can be downloaded from http://dma.org.uk/toolkit/letterbox-inbox-building-customer-relationships-2013

 

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

How to make the most of your email campaigns with Direct Mail

Xerox Partner

The Trivor™ Frontier: Engaging Customers with Direct Mail Technology

We’re pleased to announce First Move Direct Marketing has become a trusted partner of Xerox Worldwide.

More than just a supplier of high-quality printing and direct mail solutions, we have been acknowledged by the world leader in digital printing. We kicked off the partnership by being the first in the UK to have their new Trivor™ 2400 Inkjet Press, an unparalleled machine that provides super fast and personalised mailing in the blink of an eye.

For our customers this means a quicker turnaround for mail campaigns and a way to create as-they-happen mail responses to digital campaigns.

We’ll say it: Anyone who says direct mail is old-fashioned doesn’t know what they talking about. In fact, direct mail has never been a more effective way of customer engagement. It’s an exciting time for marketeers as the technology has finally caught up to our imaginations. Now direct mail campaigns no longer require months of planning to even consider executing one—they can be turned around in days with the new Xerox Trivor™ 2400 Inkjet Press.

The latest and greatest addition to the commercial inkjet family, it’s a machine with direct mail power. With power comes responsibility, so the first in the UK is entrusted to First Move Direct Marketing as part our partnership with Xerox Worldwide. But what does this does this mean to you as a direct-mail specialist? Faster personalisation and targeting.

One of the arguments against print is the speed in which it takes to launch a campaign, but with the Xerox Trivor™ you can print, personalise and send an entire campaign in 24 hours. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000-copy mail shot can be produced in around 5.5 hours. Sort it, send it and your customers can have your mailer in their hands the following day.

It’s an exciting prospect for those who are looking for new ways to target customers and prospects. Recent trends have shown the integration of campaigns across multiple channels, print being one of them. Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Now you can record your customer’s interaction with your website or a specific landing page, and send them something redeemable in response. Imagine their surprise when they open the post to see further information about your product or service they were investigating. Convenient, tangible and top of mind, how could they not convert?

More than 50 trillion pages are printed worldwide today using production print technology—only 2% of which is printed digitally. First Move is proud to be a digital supplier, which means greater quality and faster processing than you could receive using traditional methods.

Get in touch with us for a demonstration or to discuss how we can bring to life your next campaign. It’s direct mail for the 21st Century.

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:

5 Reasons to take another look at Direct Mail

The Past, Present and Future of Direct Mail

Xerox Trivor 2400 Inkjet Press

5 Reasons why Direct Mail is great

5 Reasons to Take Another Look at Direct Mail

Like all good relationships, when you are so close to something sometimes it’s easy to forget just how good it is. And the same principle applies to direct mail. So why should you take another look at Direct Mail?

It’s one of the major forms of marketing that has stood the test of time, and these days as our technology improves, it’s even better than before. No longer just a stamp and mailer, direct mail is a sophisticated form of marketing and should be considered a major player.

Here are five reasons why direct mail is so great.

ONE: It’s physical

This one is a no-brainer, but the tangible nature of direct mail is its greatest feature. While e-mail gets to people at a low cost, there’s a chance it’ll never reach their inbox let alone receive their attention. With direct mail they’re guaranteed to receive your mailer direct to their hands. It doesn’t get much more physical than that.

TWO: It’s measurable

Direct mail is superior to other forms of marketing as you can quantify almost everything about it. Reviewing results and calculating your ROI is easy, and helps you make key decisions for your next campaign. It also makes forecasting easier and getting your marketing budget approved a cinch.

THREE: It’s testable

Not only can you measure you results, but you can measure your approach. Have one offer, but two different ways of saying it? Well, it’s easy to find out which works best. Split testing is the way to make sure you’re doing direct mail right before you commit to a full campaign. Split in half, split a portion; you’ll know soon enough which way is the best way.

FOUR: It’s responsive

How can that be? These days with technology in its current state, you can plan and execute a campaign quickly, but according to interaction with your customers and prospects. Printing is far more sophisticated than ever and it’s fast. If your customer replies to an offer now, you can have their coupon with them within two business days. There are endless possibilities to responsive marketing.

FIVE: It’s effective

3.4% of direct mail recipients respond, which equates to real sales. Greater revenue, greater marketing spend and even more opportunities.

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.