Find New Audiences And Save Money – Partially Addressed Mail

  • Find ‘customer rich’ areas using existing customer postcode data
  • Find new postcodes which are similar to those where your current customers live using geo-demographic profiling
  • Target a specific area, distance or drive time from your business

And it is the cheapest way to mail by 20%

Partially Addressed is advertising mail which qualifies for reduced postage prices.  Postcodes are used instead of personal data providing a completely GDPR compliant way of finding new potential customers.  Mail is addressed to the ‘home owner’ but brands have increasingly looked to increase engagement rates by addressing to titles such as ‘Pizza Lover’ or ‘Luxury Holiday Lover’. You can title your mailing to whatever you choose and fits with your brand.

Prospective customers are targeted at postcode level and we can generate addresses in a couple of different ways to maximise your success – by area (target roads in areas you know your service is already being used), geo-demographics or based upon your existing customer clusters.

When you consider that research shows  partially addressed mail stays live in the home on average for 7 days and that 26% of it drives commercial action it makes an attractive acquisitive marketing method.

Partially addressed mail must contain a minimum of 10,000 items, all advertising pieces and they must be letter or large letter sizes.

To explore the opportunities call me today on 01494 539300 or email me at andrew.amor@firstmove.co.uk and find out how a partially addressed mail campaign can help your business grow.

get in touch

How Can Bulk Mail Help Your Business?

Bulk Mail is essentially large volume advertising mail which can be mailed out at reduced postage rates. Mail can take many forms including letters, postcards, leaflets and more. Here at First Move we take the time to understand your mail campaign – do you want to advertise a new product to your existing customers? Make a promotional offer to win new customers? Mail is a great and cost effective marketing channel for achieving great results.

Bulk Mail vs Email

Over the last few months especially brands have become used to sending out bulk email and some would argue that the digital space has become overcrowded and some brands messaging has been lost in the noise. Emails do little to enhance brand and are often redirected into spam folders meaning they are never seen. Compare this to mail and the research shows it has more of an impact. We know households take the time to sort the mail out and that direct mail often spends days at a time in the home being seen by multiple members of the same household and on average is revisited 4.2 times. When you also consider 45% of Direct Mail is still live in the home after 28 days it becomes an even more attractive marketing channel.

Mail vs Email

Bulk Mail Is Cost Effective 

If you don’t want to use personal data in your  mail campaign we can mail out for 4p less an item by using partially addressed mail. But large volume mail doesn’t have to be generic and can be personalised to the recipient or the product you’ve chosen to advertise. Mail – like many other things – is cheaper per unit when ordered in bulk and can result in significant savings when scaled up. Every project is bespoke so give us a call to discuss your exact requirements.

Personalise your bulk mail campaign

Call Us Today to Discuss Your Exact Bulk Mail Campaign 

Here at First Move we have the experience and state of the art printing technology to make you campaign a success. Grow your business and win new customers with a bulk mail campaign contact us today to discuss how we can help you on 01494 539300 or email us as Enquiries@Firstmove.co.uk

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Royal Mail have just announced their new Open For Business Incentive

Starting on the 6th of May the Royal Mail is supporting British Businesses with an an incentive to help reach out to customers as we all start to look towards our new normal. This is an exciting new incentive designed to help brands re-connect with their customers after the Covid-19 pandemic and Royal Mail will award postage credits at the end of the incentive period.

Important Dates

The application deadline is the 11th of December 2020 for mailing dates between the 20th of May and 31st of December 2020.

Who is Eligible?

  • Any retailer that has been forced to close its doors and wants to use mail to encourage consumers to shop online with them or promote home delivery
  • Any charity that is fundraising
  • Any brand using mail to replace channels that currently can’t reach their core audience, such as out-of-home and cinema
  • Any publisher using mail to promote subscriptions
  • Any travel or tourism business wishing to promote future sales
  • Any brand in the ‘away from home’ entertainment sector to promote activity when it is rescheduled, such as cinema, theatre or festival events
  • Any brand that is writing to vulnerable customers to support their physical or mental well-being
  • Any brand sending a message to reassure or thank customers in light of the impact of the pandemic

What are the Qualification Criteria?

  • Mailing items must be sent as Advertising Mail, Partially Addressed Mail or
  • Sustainable/Responsible Mail
  • They must be sent using MailMark or an Access 1400 service/manual letter service if Unwrapped or Polywrapped
  • Items must be posted in trays
  • Volumes must be 20,000 or above and no more than 1 million
  • Postage credits will be awarded at the end of the incentive period

Get in Touch

Applications are open now, so if you would like to find out more about this incentive please get in touch with First Move today.

As Royal Mail premier partners, you can ensure that your mail campaigns are in good hands.

Call: 01494 539300

Email: enquiries@firstmove.co.uk

Royal Mail Partners

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A Guide to Testing in Direct Mail

Top tips on testing in Direct Mail for increased customer engagement and higher ROI

Many people aren’t aware of one of the most attractive features of direct mail: the ability to constantly test and refine your campaigns, ensuring your message is always evolving to maximise your reach and improve your responses. As the UK leaders in delivering Mailing Services, we have all the direct mail tools and expertise you need to successfully execute an A/B testing campaign.

See below our guide to testing in Direct Mail –

What is Direct Mail A/B testing?

A/B testing enables you to uncover what works best and what does not, continuously improving your ‘control’ pack. Begin your campaign with two alternative mailings, A and B. If possible make the test changes meaningful by which we mean clearly different e.g. one with a lift piece one without or one creative vs. another.

Build in a system that allows you to track the response from each of the two mailings. This could be a scannable barcode which indicates which mailing the response comes from or a unique customer code, for instance. Once responses start coming in, it becomes easy to measure and compare the response rates from the two mailings. Keep a daily record it will really help later on.

Find out more about A/B Testing.

 

What to test

Later when you have the confidence that you are achieving a Return on your Investment you might test out visual tweaks to your campaign: changes in colour scheme, images, layout and font. Changes in the envelope presentation, for example, or in whether key parts of the text or greeting are handwritten or typeset, can also prove significantly affect response rates. Valuable feedback can also be gained from testing changes to copy and the offer contents itself. You might shorten or extend the deadline on an offer, or trial a rebate scheme, for example, against a two-for-one offer. Changes in the target group (who you are mailing) are also great fodder for A/B testing.

 

One step at a time

Now, let’s imagine you’ve done your first A/B test—with varying offers, say—and evaluated the responses. For your next mailing, use the more successful offer from the first mailing for both your A and B groups, but vary something else—perhaps the layout or the greeting. This time, did group A or B yield a higher response rate?

Incorporate your results into your third mailing but this time test yet another variable. Monitor every response you receive daily so that you can forecast results, learn lessons and implement them, in realtime, without waiting until an offer ends.

 

Cut the cake into different-sized pieces

While the standard A/B test involves a 50/50 split, there might be other lower risk ways to trial a new campaign idea. Try a 70/30 or even 90/10 split for a new idea that might be high risk in a standard 50/50 scenario. Of course, the greater the difference in size between the “control” and the test pack, the larger the mailing may need to be to give meaningful results.

Please contact us enquiries@firstmove.co.uk, call 01494 539300 or fill in our online contact form for more information.

 

You might also be interested in the following articles:

Direct Mail – 4 ways to split test

10 tips to successful Direct Mail campaigns

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.

You might also be interested in the following articles:

What to include in your Direct Mail campaign

5 of the most outrageous direct mail campaigns

 

Award Winning Direct Marketing

Award Winning Direct Marketing

HOW WE HELPED TO PROVE
THE GTECH AIR RAM IS THE BEST
VACUUM CLEANER EVER.

Last month we told you how we took home a silver DMA Award, but how did we do it? Our client Gtech and their direct mail campaign has revolutionised the cordless vacuum marketplace. In short, turning a general loathing of vacuuming into a love of vacuuming for thousands of consumers. But how?

Gtech couldn’t rely entirely on the short narrative of TV and page advertisements to tell the whole story. By taking data of previous Gtech carpet-cleaner customers and testing alongside external prospect lists, it enabled Gtech to redefine their customer base and grow their direct sales.

One of the key factors to our success has been our constant measurement and refinements of campaigns. When testing new media, we employ order tracking tools, unique phone numbers on TV and codes in press and direct mail. We then measure response against web traffic, calls and sales data. We profile all customers’ sales by postcode region and map this within TV regions, which provides valuable demographical insights and is critical to identifying ROI and value for money against a traded CPM.

While vacuuming could never be called glamorous (unless you do it in an evening dress or a tuxedo) we took Gtech’s new AirRam vacuum, designed a unique, lightweight, simple, clean mailer, that was low-cost to post, while displaying the proposition without unwrapping and delivered it to over 1,500,000 British homes via the Royal Mail.

Our campaign made use of press coverage, specifically the Daily Mail, and leveraged their claim, “Is this the best vacuum cleaner ever?” By placing the proposition with a great exclusive offer and imagery of the cordless vacuum, one’s curiosity could only be piqued.

And it was. With a whopping 4.3% conversion to sale.

One of the challenges of the campaign came from the relative obscurity of Gtech and how exactly to convince the consumer of their reputation. Through the campaign we delivered resolutions to any hesitations by putting them in the mailer and by helping establish Gtech as the market leader.

So why not have a talk to First Move about how we can create a similar campaign for you with such impressive results? While vacuum cleaners might, direct mail certainly does clean up, awards and all.

 

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:

Direct Mail tips according to experts

First Move direct marketing orders 1st Xerox Trivor™ in the UK