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Keeping in touch is always important and even more so now…

Research from March this year highlights that 64% of the UK agree that how a brand responds to the Corona Virus crisis now will have a huge impact on their likelihood to buy from them in the future. So this really is an important time to decide what you want to say and how you want to say it. There’s no better way of communicating that message than with mail.

In a survey last month 75% of people said companies and brands should inform them of what they’re doing.

  • Mail is trusted & reaches everyone. Your consumers and prospects expect a supportive tone at the moment – let them know what has changed, what the benefits are and how to access your services. Put critical information directly into everyone’s hands including those that aren’t on digital channels – your opening hours and support available for example.
  • Mail is remembered. 65% of recipients are likely to give it their full attention (vs 35% for email). When you combine this with research that shows 70% of mail recipients have been driven to online activity in the last 12 months this points to a powerful message being delivered.
  •  The Importance of Mail. The Government recently wrote a letter to all UK households about the corona virus and the support available – this despite all of the other media channels that were being used. A serious message carries more weight in print, whilst an email is great for a quick update mail should be used for more complex and memorable messaging.

This is such an important time to connect with your audience in the right way. Call us on 01494 885490 or 07450 639078 and we will help you move this forward.

get in touch

Personalised Direct Mail

5 Ways to Personalise Your Direct Mail Campaign

If you’re a direct mail expert, you’ll know its personalisation capabilities and how to manipulate them. Direct mail has come far since “Dear FNAME” and the traditional mail merge; now it’s a marketing powerhouse with scope to do some really cool things. The key to personalisation is making your recipient feel included and that you’re speaking directly to them. No matter the size of your database each of them should feel like they’re the only one in the room. Here’s a few ways to get through to them.

  1. pURLs

The personalised URL (pURL) is incredibly under-utilised, but one of the easiest ways to get through to your customer base. Integrating the physical with the digital, your mailer should included a shortened URL, QR or redemption code to direct your target to your online presence. Here you can greet them with a fully customised experience—the level of detail’s entirely up to you. Use their first name, skin the page with their  football team’s colours, remind them what their latest purchase was, or suggest their next product acquisition. It’s your portal to engagement and a direct link to sales conversion.

  1. Data sets

Know a little or a lot about your customer? Use data sets to inform your proposition. This information can come from your sales data or from other sources, such as social media or website interaction. Take this information, shape the way you speak to them and give them something targeted and relevant. The more your campaign appeals to their specific interests, the more likely they’ll respond.

  1. Discrete offers

One client might like cola, the other lemonade, but what about the ginger-beer drinker? While they might be fans of your brand, they might prefer certain products over others. Anticipate taste differences and give them what they want. By catering to your targets’ preferences and using the data you have available you can make assumptions about their purchase behaviour and offer them relevant sales opportunities.

  1. AR experiences 

Want to show your product in a completely new light? Embrace augmented reality (AR) and watch your print mailer come to life. By using their mobile device in conjunction with a dedicated app and your mailer, you can show them a side to print they’ve never seen. Animations, 360º walk-arounds, video demonstrations or selfie filters; engage your target audience with the latest technology.

  1. Social sharing

Keen on additional ROI and increased exposure for your campaign? Get your consumer to personalise your campaign for you. Give your audience something physical that they can use in the real-world. A cardboard cutout of your product, a sign with the social hashtag, or anything else that can be photographed and shared with social media. Make it easy and fun for them to interact with your brand and watch those shares and sales explode.

 

Abide by the law with our direct mail services and advertise your business with confidence. In today’s GDPR compliant world, there’s never been a better time to invest in Direct Mail to increase your sales.

If you’d like to learn more, call us on 01494 539300 or send us a message.

You might also be interested in the following articles:

How to write a responsive Direct Mail letter

Achieving better Direct Mail response rates in this digital space

what makes people open their direct mail?

What Makes People Open Their Direct Mail?

What are some of the ways you can convince your target audience to open their direct mail? Read our top 10 tips.

Direct mail is marketing with impact. A real-world physical message that captures the recipients’ attention and imagination, and if done right, prompts them to convert. Its proposition is unique: direct-to-door and informed by data. There’s no other form of marketing than can function like direct mail. There’s a simple science behind it and with a 92% open rate (versus 16% with email), you know it works.

  1. Tell them what it’s about

Your direct mail piece is part of a story, so entice your recipient to read on. Don’t just throw it in a plain envelope and hope for the best. Make them want to learn more. 69% of those who receive direct mail will open a letter from a company about a promotion or special offer. Make it clear why they need to open your mailer.

  1. Make them want it

Find a way to make your product desirable and pitch it in your offer. If people believe they want it then half your work is done. 60% will open mail if it’s from a company about a product or service they don’t currently have. If they don’t buy it on the first occasion, repeated mailings will help reinforce the message and to remind them that you exist. Make them want you.

  1. Personalise it

With so much available data, don’t let it go to waste. Use it for your next mailer. You will know your customers’ purchase behaviour and preferences, but what you do with this information separates the amateurs from professionals. Use what you have to inform your offer and the way it’s worded. Choose artwork according to their tastes. Address them by name. Appeal to them on a personal level and make them believe you care.

  1. Make them interact with it

Direct mail works better when the recipient must do something, in fact 43% of mail is opened when it has led to some kind of interaction. Make them curious to learn what’s inside; reveal a secret.

  1. Cater to their interests

If you know your customer you will understand what they like and dislike. Frame your offer with this information and entice them with something to which you know they will respond.

  1. Cater to their demographics

Know your audience and understand which products cater to their interests. Age groups will respond to direct mail better at certain periods in their lifetime, so make an informed decision about when to contact them.

  1. Make it colourful

70 percent of consumers are more likely to open colourful mail. Choose your colours wisely and avoid red as it generally means sales  and collections—unless that’s the purpose of your mailer!

  1. Make it relevant

Why would a 19-year-old want a walking frame? Or someone without a pet want pet insurance? Do you research, get your data right and get the response you need.

  1. Make it time limited

79 percent of consumers will act on direct mail immediately, particularly if they know they might miss out on something. Make it fast and limit the supply.

  1. Give something away

Whether a physical attachment or something redeemable, everyone likes to receive something for nothing. Add a coupon, give them a URL, or stick something lumpy inside the envelope.

 

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?

Why use Direct Mail within your Marketing Mix?

 

What to include in your Direct Mail campaign

Direct Mail Examples – What to include in your campaign

Direct Mail Examples

There’s a lot more to direct mail than throwing a printed flyer into an envelope or wrapping it in plastic then hoping for the best. That mailer is loaded with possibility and it’s your job to charge it with emotion. Mailers that connect with their audience on an emotional level are the best performers—it’s proven. So what exactly do you include in your direct mail campaign? We’ve got some great direct mail examples to help.

While it depends on your product or service, a brochure, letter or catalogue are the best starting point. But we’ll let you into a little industry secret: You can post up to 100 grams. And when you’ve paid for the postage already, you might as well make the most of the Royal Mail weight limit. That’s when we recommend what we direct mail devotees call a “lift item”.

A lift item is exactly as it sounds: something additional that lifts the tone of the mailer and gives the recipient something extra to look at. All the while further presenting your business case and showing them why they should purchase your product.

What are some good direct mail examples of lift products? 

– A case study, with a testimonial from a happy customer

– A full list of features and benefits

– A fridge magnet

– A comparison chart, showing how your product beats the competition

– A detailed summary of your free report or other giveaway

– Your guarantee, formatted as a certificate

– A cheque offering money back

– A voucher or coupon, offering a bonus or special deal

– The science bit: clinical proof that your product meets industry standards

– A postcard repeating the main proposition and call to action

– Something that directs them to your online presence.

These lift items can have a certain level of novelty about them, making them an item that the recipient might want to keep and display somewhere. And when its branded with your logo or imagery, it will remind them of your product or service and prompt them into converting—if not this week, then maybe next month.

When choosing your lift item, keep the focus on the main product or service and don’t distract from the primary message. Keep their attention long enough and give them reason to convert. A complementary item will reinforce the message and keep it relevant. Be sure to brand every insert so if the contents are separated, they still know how to find you. Then just sit back and watch your sales soar—with a little lift.

 

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:

4 great examples of direct mail postcards

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

 

Direct Mail Patterns of Behaviour

What Are the Patterns of Behaviour When It Comes to Direct Mail?

Patterns occur naturally and help us to recognise a structure and that perhaps life isn’t entirely arbitrary. The same applies to marketing, including direct mail and its statistical analysis by searching for repetitive behaviour, usually in the form of sales, conversions or other metrics.

This data is vital to assessing the profile of your customer or prospect. It helps you to assess their propensity to spend and to devise a direct marketing strategy to target them with insight into their behaviour before you make your first contact.

If you have an established business with a proven sales history then you are at a serious advantage to your more junior competitors. Having a record of what has enticed customers before (and how they behaved once they received your direct mail) allows you to contact them armed with the information you need. When you apply this principle to direct mail it makes your job of selling much easier, whether product, service or charity.

There are three key behaviour patterns to identify when it comes to Direct Mail:

Frequency

While it might seem obvious, frequency refers to how often your client purchases. For subscription-based services this could be monthly, quarterly or annually; for specific products, this could be once a year or every few years. Understanding your frequency helps you anticipate demand for your product or service and can assist in planning things like inventory and peak replenishment periods.

 

Value

Value helps you identify the amount your customer spends each time, and can help you estimate how much they’re worth to you in the long run when paired with frequency. Not all customers were created equally and some are more valuable to you than others—these are the ones worth nurturing.

 

Lifespan

How long will your customer stay with you? This is where lifespan comes into play, helping you to understand whether they’re a once-off customer or if they could remain loyal for the long haul. Clients with a long lifespan are good targets for supplementary products or services that add value to what they already have.
When analysing your sales data, take the three above factors into consideration. Pick your star product or service (this will likely be your highest seller) and apply these three metrics to the sample. Use this information to understand your data better and make more informed decisions when sending out your next direct-mail campaign.

For example, those lower-value clients have the potential to become higher-value clients if you understand more about their lifespan. This will show you opportunities where you can contact them more frequently and thus, build your sales. Just follow the patterns.

For more information on how our Mailing Services can work for your business please contact us enquiries@firstmove.co.uk, call 01494 539300 or fill in our online contact form.

You might also be interested in the following articles:

A guide to testing in Direct Mail

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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:

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

Why use Direct Mail within your Marketing Mix?

What makes people open their direct mail?

 

 

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.

You might also be interested in the following articles:

How to write a responsive direct mail letter

10 tips to successful direct mail campaigns