Using Mail to Cut Through Digital Noise

According to Alliance Business Services, 56% of customers perceived print marketing as the most trustworthy amongst other avenues of marketing, and a staggering 70% of people are more likely to remember businesses seen in print compared to online. In an ever-growing digital world, you can’t beat the authenticity of print.

Even the most high-tech brands can benefit from using print in their campaigns. Take Hive for example. They produce and sell smart home devices that you can control anytime, from anywhere. Yet, they saw a 14% increase in sales conversion after using the humble and traditional direct mail approach in their campaign. 

How did they do it?

After doing some research, they found that customers love the control that they have with Hive, and when asked what new products might interest them, a light bulb proved popular. So, Hive Active Light – a Hive Hub controlled light bulb, was created and became a critical launch for the business. However, the launch fell within a clutter of news and content about other Hive products. They were effectively becoming their own biggest competitor when it came to grabbing consumers’ attention.

The goal swiftly changed to cut through the digital noise and put their message into the hands of the people who would be most likely to purchase using direct mail.

The company started with teaser communications to create a buzz and make people aware that something big was on the way. Then, to harness the appetite and anticipation for the new Hive Active Light, a mail pack was sent to the prospects most likely to purchase the product on Hive’s database. 

With the headline ‘The light bulb moment you’ve been waiting for’,  the pack demanded to be opened. Once inside, the messaging went one step further than the emails, clearly describing the benefits in a way that was personal and relevant, including user stories, giving customers that extra nudge to buy. To highlight the simplicity of the product, the design and messaging was straightforward and as clear as possible. The mailing was benchmarked against a non-mailed control cell to measure impact. 

The mail campaign proved to be a powerful sales accelerator with a conversion to sales rate of 14%, increasing sales by 69% vs the control. The headline of the campaign was so impactful that it became the lead message on the Hive website.

If you are looking to venture into the world of direct mail or catalogue production for the first time, we are a safe pair of hands. Why not use our free consultation service for a conversation around what solution will best meet your needs?

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2019-11-01T12:24:49+00:00