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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.

Xerox Trivor 2400 Inkjet Press

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

First Move direct marketing has invested in the new Xerox Trivor™ 2400 Inkjet Press. A first in the United Kingdom, First Move’s new Xerox Trivor™ not only represents technological advancement, it means greater customer engagement for direct-mail professionals.

Now you can personalise high quality printed mailings at the same speed you receive digital insights from your customers, responding to trends, behaviours and sales patterns FAST.

The Xerox Trivor™ offers unparalleled print personalisation, meaning that First Move can keep up with the current rate of digital and the tailored approach consumers demand. No longer reserved for digital marketeers, personalised mail shots can take on an entirely customised approach that modifies artwork, offers, and practically everything according to the intended recipient.

“For direct mail to be successful today it must be personalised and not just the address” said David Amor, Managing Director, First Move direct marketing. “The Xerox Trivor™ 2400 Inkjet Press will ensure that First Move continues to innovate within direct mail marketing by turning our digital insights into fast, personalised direct mail.”

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 Xerox Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Fast also means targeted mailings in response to consumer or environmental behaviour. The inkjet of inkjet presses, it’s a high-quality and fast addition to First Move’s professional machines. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000 mail shot can be produced in around 5.5 hours. Marketeers don’t have to plan months in advance—they can rely on their customer or prospects’ behaviour before triggering a brand new campaign at a moment’s notice.

“The Xerox Trivor™ is designed to grow with the business, so it can meet the needs of First Move Direct Marketing now and in the future,” said Phil Tucker, managing director, Advanced Business Equipment. “As the first UK customer, we are confident that it will be able to deliver the personalised results demanded by its customers.”

The Trivor™ will be installed in September 2016.

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.

More information on the Xerox Trivor™ Printer can be found on the Xerox website.
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Trusted partner of Xerox Worldwide

The Past, Present and Future of Direct Mail

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5 Reasons Why Direct Mail is Better than Email

We’re sure you’ll agree: as experts at direct mail we should be celebrating it, but too often we find ourselves defending it. In fact, direct mail is one of the most powerful, versatile and cost-effective ways of marketing your business, brand or product. Here are 5 reasons that prove why direct mail needs no defence.

 

  1. Direct mail is physical

There is something far more compelling about what can be held in the hand: the tactile connection, the little touches that can be added to the printed page – these ensure a deeper sense of connection and trust for every potential customer.

An email will be lucky to get through your prospect’s spam folder and into their inbox, but a physical piece of mail will make it into your prospect’s hand, into their home or business – and won’t be deleted as soon as it’s opened.

 

  1. Direct mail makes an emotional connection

Another proven benefit of real physical marketing is its power to stir customers’ emotions and create a connection with the brand and the offer.

In fact, research by Bangor University that compared responses to physical and virtual material showed that physical messages trigger a much deeper emotional response than virtual messages. This stronger emotional connection means that physical messages fix deeper in prospects’ memories and generate more positive, powerful brand associations.

 

  1. Direct mail has a greater response rate

Ideas and branding are important when it comes to marketing, but the bottom line is always the response rate: in other words, how many prospects who received your marketing actually went on to become paying customers. And it’s here that direct marketing really leaves email for dead. Compare a response rate of just over 1 in 1000 for email, to a response rate of around 1 in 25 for direct mail; that’a more than enough of a difference to translate the greater investment needed for direct mail into a very worthwhile return.

 

  1. Direct mail adds a personal touch

We all respond better to a personal touch. Whether it’s a handwritten address, a personal message, or a novel inclusion in a parcel, it’s personalisation that puts you right in the room with your prospect and opens up a one-to-one conversation. Combined with the added power of making a physical connection with your customer, the possibilities of personalisation in direct mail are almost limitless.

 

  1. Direct mail tells you more about your prospects – and your success

There’s no point screaming into the digital ether, not knowing if you’re getting a response. With direct mail, an inbuilt feedback system allows you to monitor the results of your campaign with ease.

Take, for example, an approach which A/B tests different campaigns to determine the most successful approach. Begin small, and if the testing shows one campaign is succeeding, go big. Later, use testing to fine-tune your campaign, ensuring minimum investment for maximum return.

Less we forget – – A virus can’t piggy back on your direct mail either…

 

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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