Direct Mail is a Disruptor
I read an article recently and it started with the line “Mail as a disruptor.” Immediately this grabbed my attention.
As an offline marketing agency we absolutely believe in the power of print and direct mail in an omni-channel marketing strategy, backed up by numerous studies and figures from Market Reach and Jic Mail to name a few.
“More than 95% of recipients open, read and file their mail.”
Campaigns are 75% more likely to report profit uplifts when mail is in the mix.
The Jic Mail recent Q1 figures for 2024 further emphasize the impact mail is having within such an omni-channel approach.
“6% of mail prompted a purchase in Q1 2024 – up from 4.2% in Q1 2023. These purchases relate to truly omni-channel customer behaviour with 46% of them fulfilled online and 32% in store. In total, 38% of the visits to advertiser websites prompted by mail converted into online purchases.”
Compounding what we all know to be true in the offline community; no one means of delivering a message is better than the other. Through the use of a truly mixed approach, including both online and offline solutions engagement and activity increases. At Callimedia we champion and hold this as a core belief.
Finding value in print
Including print in a marketing strategy can help deliver a value proposition for the consumer. Consumers understand that the price point for a piece of print may be more than online activity. Immediately a perception of quality and value can be attached to that piece of print and subsequently to the brand itself.
I think about these interactions a great deal as it forms a large part of our thinking and strategy as a business. It feels like there is a real push/ desire for experience led interactions, not only in terms of marketing and brand messaging, but also within the wider scope of society.
I read a piece about the survival of town and city centres and how they are becoming less retail focused and more experience led. A good case in point is a shop local to me which started life as a vintage clothing store. To begin with trade was good and it created a community around itself. However, with the advent of Vinted (and others) they quickly became aware of the need for change in order to survive. The shop now exists as a clothing repair shop, café and clothing store. Customers not only visit the business to make a purchase, they also visit to spend time with the staff and other customers with common interests. The place is now more experience led with less pressure to purchase, however, to quote a customer, they make purchases because they know that they are supporting the business, therefore ensuring it’s survival.
The shop is mainly frequented by a younger audience which made me think about how younger audiences would respond to direct mail.
Mail in the home
Like a large number of houses in the UK, we have a place for mail. It sits on the table in piles for each person. Having a vested interest I receive far more than anyone else in the house, which means the younger members of the household are very used to seeing mail. However, when they see that something is addressed to them there is a little out pouring of excitement with a “oooh what’s this” . Invariably it is something from their college, school or the NHS, but it does make me wonder what the result would be if one of their numerous online avenues of purchase sent them something in the mail.
It would no doubt drive engagement, perhaps increase loyalty and it would certainly make them remember the brand. Retention is highly likely if the piece had some redeemable code, prize or other reward proposition. Brands could further use the piece as a data capture activity, after all the more you know the more targeted your messaging can become.
With the inclusion of print/ mail the interaction between consumer and brand becomes less transactional, the physical piece of print exists alongside the consumer and can be engaged with multiple times.
I wonder if the idea that direct mail is becoming a disruptor in the marketing mix is part of a wider notion that people seek a more physical experience in their everyday interactions. Many of the younger marketers and business owners who have grown up as digital natives now attach a sense of added value to a piece of print. They know and use online tools and will always do so but are more open to a value driven experience led engagement activity.
Working in the print and mail industry for over 25 years we have seen print and mail quantities reduce and businesses focus on a more online approach to target their audience. Businesses are utilising a deeper understanding of an omni-channel approach to drive engagement.
At one point online activity was seen as the aggressive disruptor, certainly it has the capability to be reactive, instant and viral, however, this has become the norm and now print and mail is having more of an impact and can really drive engagement.
It is safe to say that the print and direct mail channel will remain vital and continue to evolve; as a business we will continue to champion innovative, relevant print campaigns.
By Chris Nunn, Callimedia
