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What to Include in a Direct Mail Pack

How to create and deliver a powerful, cleverly executed direct mail pack that makes them want to tear, unfold, read, and respond.

For many years, “junk mail’”had a poor reputation with customers, businesses and marketers alike; and this was no wonder, given the ugly, loud, one-size-fits-all approach of a lot of direct mail in the past. But the most powerful, cleverly executed direct mail campaigns have radically changed those perceptions in recent years by offering quality campaigns to prospects who actually want to engage with them.

Here are some ways your campaign can put an envelope in your prospects’ hands that makes them want to tear, unfold, read, and respond.

Find out how GDPR has impacted Direct Mail.

Add a personal touch

Perhaps one of the most important realisations of marketers has been that personal touches are important. Personally addressing each recipient is often the difference between an open envelope and the wastepaper basket. A handwritten greeting is a sign of openness and warmth, while some information that recognises a customer’s past engagement can show an enticing level of familiarity.

 

Tailor the content

Tailoring the contents of a mailing to a prospect’s age, gender or location is also a very effective tool in terms of generating customer engagement. Strong imagery is another must in any effective direct mail pack. Use imagery that provokes an emotional response in your target audience, with people they can relate to smiling, feeling relieved, or having a great experience – whatever emotional response is most appropriate for your campaign.

 

Have a strong call to action

Your call to action is perhaps the most critical element of your campaign, triggering a response from the recipient towards a marketing outcome. In fact, in a recent survey conducted by the Royal Mail, nearly half of marketers (44.8%) ranked the call to action as the most important element of their integrated marketing campaigns. A good call to action should drive your prospect to a specific website, phone service, postal or email address to find further information, make a purchase, or take out a subscription.

 

Make it easy for them to respond

Of course, it’s not as simple as drawing your prospect in with the call to action and then chalking up a win. The outcome needs to also be easy and satisfying enough to keep your prospect engaged. If inviting your prospect to reply by mail, postage should be reply paid. In many cases, the enclosure of a reply/subscription form is also essential. Phone numbers, email and website addresses all need to stand out from the mail and be clear and legible. Phone services need to be up and running efficiently. Your URL should not only work, but should work effortlessly, as well as integrating stylistically with the mailing.

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.

You might also be interested in the following articles:

What are the patterns of behaviour when it comes to Direct Mail?

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direct mail response rates

Achieving better Direct Mail response rates in the digital space

When it comes to a direct mail campaign, direct mail response rates are our bottom line. And research shows that, whereas an average email marketing campaign will yield a response rate of just over 1 in 1000, response rates of 1 in 25 or better are possible for an expertly planned and executed direct marketing campaign. But just how does one get one’s direct mail response rates to rise?

 

Personalisation

A personalised message with customer-specific content can be the crucial difference between your mailing ending up in the rubbish bin and your prospect ending up in your store or on your books. The options for personalisation are limitless: from envelope colours to handwritten greetings to offer content, a cleverly personalised message is easy and will lift response rates dramatically.

Find out more about direct mail personalisation.

Timing

The right thing at the wrong time is the wrong thing, goes a well-known saying. And in many cases when it comes to generating sales or subscriptions, nothing could be more true. Use sales information and expert knowledge to optimise the timing of your direct mail campaigns so that your message arrives exactly when your prospect wants to hear it, maximising customer response rates at no extra cost, that can be acutely personalised from a behavioural perspective.

 

Using previous sales information

One of the most powerful tools in the direct mail kit is the ability to analyse previous sales information and use it to tailor your current campaign. In some cases the application of “big data” can be harnessed by pushing an almost limitless level of personalisation into any mailing. Basically if you’ve got the data, we’ve got the know-how. Build a customer database that enables you to easily identify customers who have purchased most frequently, most recently, and who have spent the most money, and use this information to target future campaigns. Sales records and information about customer preferences can be used to generate leads and convert these to sales or subscriptions, ensuring the maximum response rates from every campaign.

 

Filtering and segmentation

Another key strength of direct mail marketing is the possibility of taking the information in your database and applying filters to help segment your campaigns, ensuring the right prospects are targeted in a way that speaks to them. The database is at the heart of this process, and indeed, the heart of any good campaign. Using categories, codes and key data fields, you can organise your data in the most effective way possible, making future filtering and analysis as easy as a few mouse clicks. Once the filters have been applied, segmenting your campaigns to target different groups is a cinch—and higher response rates await.

 

Means of reply

Every prospect is different, and a smart campaign will reflect that, not only in the content and format of the mailing, but also in the means of reply. Email, phone, web, post—cater to all factions of your audience by knowing their preferences. Use sophisticated database filters to segment your campaigns into differing means of reply groups, so that every prospect is as comfortable as possible with the reply means, and of course, far more likely to respond.

If you’d like to talk further about your direct mail campaigns and find out how to increase your direct mail response rates call us on 01494 539300 or fill in our online contact form.

 

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How to write a responsive Direct Mail letter

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Successful Direct Mail Campaigns

10 Tips to Successful Direct Mail Campaigns

Direct Mail delivers high engagement rates, a more tactile way to communicate than email, and targeted, visual campaigns. We’ve outlined ten pointers below that will make your direct mail campaigns successful with less effort than you can imagine.

 

Know Your USP

It might seem obvious, but strangely, it’s something many marketeers overlook: What makes your product different? While there might be many competing products or services in your space, there are differences—subtle or otherwise—that make yours unique. Put yourself in the customer’s position and ask yourself why you would choose your product over a competitor’s. List these reasons and use them to guide the way you communicate your offer. Think of it as the answer to the question you never asked.

 

Get Personal

Personalisation is key in a world of generic brand messages. It’s near impossible to hear one voice when everyone is shouting, so why broadcast when you can engage? It’s a simple touch, but using your prospect or client’s name will help you get their attention, before delivering a line of communication that is targeted to them. See also ‘Empathise.’ Find out more about direct mail personalisation.

 

Empathise

Getting the customer’s attention is one thing, but retaining it is another. If you can show that you understand their desires or plight, your brand can be the one that stands out from the rest. Make your proposition speak to them, by addressing their needs and become a trusted companion, therefore gaining or retaining their business.

 

Find a List Broker

Struggling to find the information yourself, or perhaps looking for new prospects? Look no further than a list broker. It’s a broker’s responsibility to find the correct fit for the customer profile you supply, and they will have a variety of databases pulled from sources that can relate to your business.

 

Find the Easy Pickings in Your Database

If you already have a connection with your database, why not utilise it? Focus on those who fit the profile of your campaign and concentrate your efforts on their conversion. Look for those targets who might have purchase history with your company for more comprehensive lead generation. Make better use of your time and direct mail budget by going directly to those who matter.

 

Identify Your Best Responders

When prospects become customers, or even respond with an enquiry, half your work is done. Continue the relationship with those you’ve engaged for repeat purchases and convert those who are curious. By following up weeks or months later shows that you haven’t forgotten about them, and you’ll remind them that you still care.

 

Use Purchase History to Frame Your Offer

Sales databases offer a wealth of insight into your client base. It makes business sense to review what your customers have purchased in the past to anticipate what they might need today. Think of product replenishment, cross-selling related products, or incentivised offers to expose your product to their friends. Make your offer relevant and expect your leads to roll in.

 

Exploit Your Peak Selling Season

While peak season means guaranteed sales, they can always be better. Look for opportunities within your peak period for multiple and add-on sales by framing your offer in a light that’s attractive to your customer. Whether it’s seasonal or necessity-based, create a sense of urgency and enthusiasm to convert with greater ease.

 

Use Examples or Testimonials

Nothing is more convincing than a proven record. Speak to your audience with real-life examples of how your product or service has helped others just like them. Build confidence through demonstration and help them conquer their fears or resistance.

 

Test, Test, and Test Again

Frequent and repeated mailings are the best way to understand what works best for your customer base. Run split testing to glean insight to which offers work well, change your wording or your offer slightly, or think of other ways to communicate that might be out of the ordinary—you never know what might work, just take a chance. Find out more about direct mail testing.

 

Contact First Move today on 01494 539300 or fill in our online contact form to find out more about our mailing services.

 

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Direct Mail by Numbers: Key Statistics About the World’s Favourite Marketing

When building a campaign, you should always play to its strengths. Direct mail comes pretested with decades of industry use and insights that you can apply to any campaign, giving you an overview well before going to print. And best of all, it’s entirely measurable.

The beauty of quantitative data lies in its infinite detail. Not only can you anticipate your campaign’s results, but it can help you to figure out the smaller details, such as budgeting, forecasting, and preparation for an influx of sales or subscription leads.

Measurement is important and it’s what makes direct mail so great. We’ve compiled some of the most important key statistics that make a case for direct mail, so why don’t we let the numbers do the talking?

94 billion spam emails are sent across the globe every day—most never read.

92% of recipients will be driven to act online, according to  Royal Mail study.

87% are encouraged to make online purchases.

86% feel a greater connection with your business.

79% of consumers act on direct mail immediately—only 45% react to email in the same way.

70% welcome mail that rewards their loyalty.

67% of a 2011 study suggests women aged 45-64 are most likely to donate to charity.

61% of advertising budgets are spent on direct mail by UK charities.

54% engage in social media.

43% download something.

39% of people have an area in their home dedicated to displaying their mail.

38% believe a physical mailer can influence how they feel about the sender.

£2.98 is made for a charity for every £1 spent in a 2013 study.

1.1 – 1.4% will respond to a direct mail piece.

.04% will respond to an internet advertisement, according to a Harvard Business Review study.

.03% will respond to an email.

 

Listed in black and white, it’s obvious why direct mail has stood the test of time. Be inspired by these magic numbers, and make sure your next campaign stacks up.

 

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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Breaking the Myths of Direct Mail

While direct mail is one of the most established forms of marketing, it can still be enshrouded in mystery to the uninitiated. It’s our job as direct-mail specialists to educate our clients and prospects, and to dispel the myths surrounding direct mail. Here are some of those myths, and how to put your customers at ease.

 

It’s too expensive! 

Or is it? Sure, email has low production costs and might seem appealing, but it’s worth digging deeper. Direct mail allows you to put your communication in your target’s hands thereby increasing the likelihood they read its message. Email offers a less direct approach, with many messages overlooked, deleted or lost to the junk mail folder. If your target never receives the message, then it is time and effort wasted. Direct mail has almost guaranteed delivery.

 

It isn’t targeted

Quite the opposite! Direct mail allows you to contact your clients or prospects with some of the most advanced data available. Data matching can pair your existing records with information from other sources to give you a rich understanding of your database. With  these additional insights, you can then build a profile of your customer and communicate to them in the most targeted way.

 

Direct mail databases are inaccurate

Direct mail has some of the most accurate data available to marketeers. Sure, purchased lists can soon lose their value with inaccurate and out-of-date records, but data cleansing means they reach their intended recipients. Duplicate data can also do your business more harm than good, irritating your prospects if they receive multiple versions of the same communication. Direct mail has practices in place to ensure your recipient receives only one communication.

 

It’s junk mail

There is a perception that all unsolicited mail is considered as junk mail, but direct mail is different. As all direct mail is targeted and addressed, it is sent to the recipient with the Royal Mail postal run meaning it won’t be thrown away with the takeaway menus and supermarket catalogues. Addressed mail carries weight and authority and piques the curiosity of the reader, meaning that your mail won’t go unopened.

 

It doesn’t engage its audience

Direct mail it is one of the most engaging forms of marketing yet 3.4% of recipients engage with direct mail, compared with only 12% who respond to email. That’s an astronomical difference. Put simply, that’s 30 times more customers for your business or 34,000 of every million you contact.

 

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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Everything You Need to Know About Customer Behaviour

Without a doubt, direct mail gets into your customers’ hands—literally. Its tangible nature is one of its strongest selling points, along with its incredible ability to target recipients with utmost detail. It’s this versatility and results-driven focus that makes it so attractive to businesses, no matter their product or service. When proposing a direct mail campaign, it’s important to consider the medium itself. There’s a vast distinction between physical and virtual media, and understandably, consumers respond to each medium differently.

Recently, the Royal Mail commissioned a research agency to discover how consumers respond to marketing messages, and which is the most effective communication. Working with scientists from the Centre of Experimental Psychology at Bangor University, research participants were connected to medical-grade scanners and shown the same material twice—once using projection to reproduce the online experience, and once printed on cards to produce the physical experience. Brain activity was measured across the different areas of the brain to see how it processed the differing marketing messages. The results turned out to be surprisingly simple:

This indicates that tangible materials are more likely to become embedded in memory, and because they also generate more emotion they’re more likely to provoke positive brand associations. Think of it as your opportunity to convey your brand personality at the most intimate level. When you strike such a close tie with your audience, it makes it easier for you to adjust your perception in their minds, and to establish a conversation between your customer and prospect.

This is reflected in Millward Brown’s 2002 white paper of brand personality and how best to align your messaging to your market’s cultural values. Every culture takes certain values into consideration when evaluating a brand. According to Geert Hofstede, the forefather of research on the subject, it comes down to five contributing factors: power distance, individualism, masculinity, uncertain avoidance, and long-term orientation.

  • Power Distance: The degree to which members of a society accept and expect that power is distributed unequally. Runs from high (difference accepted) to low.
  • Individualism: The degree to which societies believe people share an obligation for the care of those outside of their immediate families. Runs from high (obligations to close family only) to low.
  • Masculinity: The degree to which a society emphasizes the value of achievement, heroism, assertiveness, and material rewards for success. Runs from high (these values are important) to low.
  • Uncertainty Avoidance: The degree to which the members of a society feel comfortable with uncertainty and ambiguity. Runs from high (where people need clarity and rules) to low.
  • Long-term Orientation: The degree to which a society believes that truth depends on situation, context, and time. Where long-term orientation is high, people adapt traditions and are more likely to save, invest, and persevere.

Source: Millward Brown 2002

Research has shown that in the United Kingdom, emphasis is placed on tolerance, respect for equality (the UK has a low power distance score), and individualism. These attributes influence the brands’ desirability and trustworthiness, which at the end of the day means bottom line. In Britain in particular, consumers identify consistently with strong brands that are ethical, that allow for individuality, and are considered friendly and generous.

Conduct your own research into your customer profile and with your finding, you can anticipate how any given market is likely to respond to certain types of messaging. Learn a little more about them and you can refine that message even further. Remember: Products and services will always dictate the overall message, but customer profiling helps you refine it.

Neuroscience stuff in – https://www.firstmove.co.uk/science-news/

 

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.

You might also be interested in the following articles:

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How to Give Your Direct Mail Database a Health Check…

Your customer and prospect data is the basis of all of your communication, and you must take care of it. Sales records, customer preferences, and most importantly, names and addresses are your way to generate leads and convert to sales or subscriptions, so you’ll want to make sure you’re armed with the best information. There’s an easy way to achieve optimum performance from your campaigns—by checking they’re in tip-top shape with a database health check.

500,000 people die in the UK each year

6,000,000 people move home each year in the UK

Databases of all sizes—from the thousands to the millions—should be checked regularly, and the reason is two-fold: Not only do you ensure your database is current, you also prevent wastage by delivering costly mailers to out-of-date addresses. Both of these reasons achieve one simple conclusion: Cost savings for you and your company, and extra budget to increase your direct-mail activity.

There is always a natural reluctance to remove hard won names from your data. After the time, effort and cost involved in winning your data to simply remove people inevitably feels like a regressive step rather than a positive one.

A data cleansing or data quality agency can take the legwork out of the exercise, allowing you to concentrate on producing the creative of your mailer. A larger, reputable agency will have volumes of information at their fingertips, that can improve the quality of your database at the press of a button.

Data matching is one such service that takes your current database and compares the records with those they have on file and adjusts or suppresses records that are affected by modifications. These can include out-of-date phone numbers, emails, change of postal and street addresses, and the deceased. By doing so, you eliminate any room for error, and can avoid possibly detrimental and embarrassing situations.

Removing duplicates is also important and also perhaps focusing on 1 name per address?

Your mailing house or data agency can also provide you with more information about your database pulled from a variety of sources. Profiling information that has been provided to other third parties about spending habits, income, family information and more, all with their consent and given to you completely above board so that you can better understand your data – and of course potentially rent external data as you seek to grow your business. Think of the potential direct mail opportunities that can come from this kind of additional data.

Overall a direct mail database health check is something every direct mail specialist should conduct on a regular basis at least twice a year. It’s fast, it’s efficient, and it gives you even more insight into those you wish to convert.

http://www.qas.co.uk/knowledge-centre/support/glossary/data-healthcheck.htm

http://www.datahealthcheck.co.uk/

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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How to Increase Direct Mail Responses

Direct mail is one of the most effective forms of marketing, yet with any marketing initiative activity, you need to measure its efficacy. While the goals of each campaign will vary — from sales or sign-ups to brand awareness, the bottom line is the most important. You can learn with very little effort just how successful your campaign has been by looking at your direct mail responses and response rates, but it takes a little more initiative to increase it. Don’t fear — there’s a science to it, and there are certain tips and tricks to increase your response rate.

 

Research

While it might sound obvious, you must understand what your market needs and what it will respond to. Before you begin, gain as much insight as you can into your data, or if the information isn’t  readily available, learn your customers demographics by profiling them against an external  data source and make some well thought through assumptions, at the very least.

 

Personalise

Successful campaigns are personalised and relevant to your audience. These days with direct mail capabilities, you can do so much more than ever before, such as personalised URLs, QR codes that take a customer to their own page on a mobile device, or their sales history included within the copy of the mailer. Whatever you do, make it effective and personalise from front to back. Show you recognise them as an individual.

 

Cleanse Your Database

Target the right prospects by ensuring your records are correct and up to date. There’s no use sending out mailers to those who might who have moved on from their location or are deceased. Perform due diligence yourself, or enlist an agency to do it for you to prevent embarrassment and wasted printing and postage.

 

Be Clear About the Message 

This is possibly one of the most crucial points of direct mail as you’d hate to waste an opportunity. Keep the creative clear and eye-catching, use a strong call to action so the prospect knows what they have to do and by when, and sell them the benefit as wells as the features. Make them believe that your product or service is the only one they need. And give them a reason that they need it now.

 

Make It Easy To Respond

You want your customer to respond, so you want to make it easy for them. Integrate direct mail digitally with a website that’s accessible across all devices, provide a toll-free or local telephone number for which they won’t have to pay, or include a postage-paid reply envelope. They’re small details, but they’re worth considering for a greater response.

 

Something Lumpy!

Who’s going to throw away an envelope with something squishy, lumpy or bulky? It’s the one way to guarantee that they open it. It could be a product sample, a fun trinket, or a something witty that references the creative. And while it mustn’t be a huge cost, something to make an extra connection with your customer can be priceless.

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.

You might also be interested in the following articles:

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Opening lines to get their attention…

First impressions are lasting, but when was the last time an opening line grabbed you? Discount this, special offer that—they all get lost in the mire of the letterbox tat that generally serves no purpose other than kitty litter. If you’ve a product to push, your responsibility lies in the creative execution, and targeted direct mail is the solution. Ask yourself, how do I stand out from the rest?

In our 25 years in the industry, you’d hope we’d learnt a thing or two about direct mail. It’s a science that deftly manoeuvres itself between both advertising and psychology: Be relatable to the recipient, make them identify with the message, and ultimately, provide a solution to a pre-existing problem.

So how do you solve a problem like a prospect? It’s simple: A large part of a compelling direct marketing campaign is having your recipient respond to your proposition in the first place. Here are thirteen lines that not only get their attention, but make them jump to attention.

  1. How much time and effort do you spend on…?
  2. Only one week left. Act now.
  3. We’d like to thank you for…
  4. When did you last…
  5. Solve the problem of…
  6. Discover how to…
  7. Save time and money by…
  8. New and greatly improved…
  9. News has just been released that…
  10. Solve the problem of…
  11. Improve your…
  12. Revealed the Secrets that…
  13. Exclusive customer offer inside…

 

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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Direct Mail Ideas – 5 Campaigns Done Right

Looking for inspiration for your next direct mail project? In this article we showcase some great Direct Mail Ideas to get you thinking about your next campaign

We all suffer from information overload—phone, voicemail, email—and in such a data-driven world, it’s easy to feel overwhelmed. Making your message heard has its challenges, but with direct mail, there is great opportunity in presenting something physical and tangible to your prospects.

With printed matter comes incredible scope for creativity, meaning that you can deliver your message to your audience in a way that is bound to be noticed.

Direct mail is far more than an envelope and some inclusions. It’s about perfectly executed timing, a solid and targeted database, and strong and engaging creative. Here are five examples of some great direct mail ideas that should inspire your next campaign.

Kitty Mail

CatNip

 

If your cat was sniffing around the mail slot, then there’s a possible explanation. Vancouver-based Rethink created a mailer that was soaked in catnip to advertise Bulk Cat Litter Warehouse’s product. The result? Cats going crazy over the mail and a high engagement with pet owners.

 

IKEA 

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IKEA is known for its flatpack furniture convenience, so what could be more demonstrative than a self-assembling version of one of their most famed tables—in miniature?

 

ADT Security

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If you walked into your front door and saw a large cube sitting by the door, you’d reconsider your home’s security, and that’s just what ADT did with their cube that would open once put under the door or in the mail slot.

 

GGRP

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With all that is digital these days, sometimes it’s worth stepping even further back in time for a little creative inspiration. This mailer opened to reveal a real record player that would work by the included record on a pencil!

Business In The Community (BITC)

0d65132b-e299-4a5e-bd4e-a3317d540bd1And finally a homegrown example and DMA Awards 2014 Grand Prix winner that’s perhaps a little more serious, but no less creative. BITC’s challenge was to encourage employers to remove the the tick box from job applications requiring prospective candidates to reveal their criminal past. To combat prejudice and perpetual unemployment, they distributed mock CVs with impressive qualifications that soon turned to doubt from the perspective of the employer’s internal monologue.

These were distributed to HR departments of UK employers (along with a supporting digital and advertising campaign), with a resulting 17 companies removing the mandatory requirement from their forms, including presitigious law firm Freshfields÷Bruckhaus Deringer LLP.

The result? 627 former offenders have now found employment, which translates to a saving of approximately £29.5 million to the UK economy. Now that’s an impressive direct marketing result.

So be creative, or let us be creative for you…let us get our thinking caps on and give you some of our great direct mail ideas.

Find out more about our creative direct mail services.

 

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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