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CMS MAIL YOUR COMPLETE DIRECT MARKETING MAIL PROVIDER

EXPERIENCED ACCOUNT MANAGERS, STATE OF THE ART MAILING TECHNOLOGY, COST EFFECTIVE POSTAGE SOLUTIONS, SUPER-FAST TURN AROUND TIMES AND INDUSTRY-LEADING ACCREDITATIONS.

G E N E R AT E S

10%

THAN EMAIL

MORE CUSTOMERS

D I R E C T M A I L

Direct Mail is enjoying an impressive resurgence thanks to its potential to boost a brand’s visibility, reputation and even profitability.

These findings from Royal Mail show how effective Direct Mail is at driving consumers to interact further with brands online.

Smartphones are making this step easier and easier to achieve as consumers can quickly research a product or follow a brand on social media.

0%

10%

driven to online or digital activity consumers that act on immediately via direct mail

20%

influenced to make an online purchase consumers that act on immediately via email feel connected to the brand

30%

generates customers via direct mail engage in social media generates customers via e-mail trust brand enough to download something

40%

50%

DIRECT MAIL

VS EMAIL

60%

70%

80%

100%

90%

F I V E E X A M PL E S W H Y

DIRECT MAIL

I S K ING WWW.CENTRALMAILING.CO.UK

CUSTOMER B E L I E F

DIRECT MAIL O P E N E D

SPECIAL OFFERS & PROMOTIONS

R E T A I L CONSUMPTION

O N L I N E R E S P O N S E

48% of customers believe the information is easier to take in via Direct Mail. It is clear as far as customers are concerned, Direct Mail is the more enjoyable and more professional option when compared with digital solutions

UK statistics have proven that this is not the reality, however.

The large majority of individuals will open the mail; you just need to make sure it is attention grabbing so that they take a good look at it.

This is a way in which direct mail can add a successful branding strategy. Most customers relish the receiving mail from a company they trust about upcoming deals and offers. this is what keeps them loyal and encourages greater spending. You could even include vouchers or promotion codes in the correspondence.

There is still a huge customer base out there who prefer mail order catalogues. If the brand is trusted UK consumers are more than happy to continue with traditional shopping habits, such as ordering from a catalogue.

This is indicative of current trends when it comes to direct mailing.

Because people do spend a lot of time on the web, it may be easier for them to respond to your campaign via email, for example.

Direct mail is not dead, it is simply moving on and developing with the times.

BATTLING WITH OBNOXIOUS

WE HAVE FOUND THAT THE

“JUNK MAIL” MAY SEEM

DAUNTING. BUT A WELL CRAFTED DIRECT MAIL PIECE,

COMBINED WITH OTHER

POWERFUL TOOLS, WILL STAND OUT, GET NOTICED & BUILD ENGAGEMENT WITH CONSUMERS OF ALL DEMOGRAPHICS.

3 KEY POINTS OF

M O S T SUCCESSFUL

MARKETING CAMPAIGNS M U L T I P L E A P P R O A C H E S

OF

BLEND

DIRECT MAIL AND DIGITAL MARKETING

TO T HE SUCCESS OF DIREC T M A ILING

even with the rapid growth of digital channels , direct mail is still a stronghold .

In

fact , it ’ s

hard to think of a product or service that couldn ’ t be

promoted through strategic direct mail marketing .

Decide what your OBJECTIVES are: for example, making direct sales, maintaing customer relationships or generating new enquiries.

2

Identify your TARGET AUDIENCE, typically similar to your existing customers.

3

Establish your BUDGET. Consider how much each response will be worth to you, and the likely response rate.

4

Plan the TIMING of the mailshots: Avoid holidays, And Ensure that mailings that are linked to a specific event arrive in good time

5

Build your own MAILING LIST and keep it up to date: Keep Records of inquiries and existing customers and ask existing contacts for new leads.

6

Consider RENTING a mailing list: Clearly Specify your target audience, how many names you want and whether you intend to re-use the list.

7

Ensure that your use and storage of personal data complies with DATA PROTECTION ACT.

DIRECT C A M PA I G N

FOLL

O

U

20

FOR

1

TCMAIL H EC K L I S T

8

Prepare a LETTER with a clear, attention grabbing message selling the benefits of your offer; prepare any enclosures (e g brochures).

9

Design the mailshot to be ATTRACTIVE; personalise the envelope and letter as far as possible, and avoid the appearance of ‘Junk Mail’.

10

Encourage RESPONSES: make responding easy ( e g with a pre-printed reply card) and consider offering an incentive to reply promptly.

11

Use TEST MAILINGS to establish likely response rates, and to compare the effectiveness of different mailshots or mailing lists.

12

Decide how you will HANDLE THE RESPONSE and make any necessary preparations: for example, train employees how to deal with enquiries.

13

SEND out the mailings: consider using a specialist - mailing house (us!) to handle large mailings - 0500 170 501

14

ANALYSE the response; record which contacts have been mailed and their response, and update your mailing list for any mail ‘Returned to sender’.

D E

016

I

R

U

U

G

LOW

Young shoppers say that they prefer direct mail for making purchasing decisions.

WITH THE RAPID GROW RISING POPULARITY OF MARKETERS ARE RUSHI MAIL DEAD. IF YOU SU WRONG, YOU’RE NOT AL AND STATISTICS BACK UP MAIL IS THE UNSUNG CHAN

Consumers open envelopes, Emails are easily ignored.

People say mail is more personal than the Internet & Being personal is still supremely important in marketing.

Recipients were influenced to visit a promoted website – with the greatest influence on firsttime shoppers.

Online shoppers enjoy receiving catalogues.

59%

63% 70% 80%

92%

WHY DIRE

IS THE UNSUNG HERO OF

People say receiving mail is a real pleasure.

WTH OF EMAIL AND THE F SOCIAL MEDIA, MANY ING TO DECLARE DIRECT USPECT THAT THEY’RE LONE. STUDIES CONFIRM P THE FACT THAT DIRECT HERO OF MARKETING NNELS.

Consumers prefer direct mail over email

Customers try a business for the first time because of direct mail advertising

Direct mail recipients purchased more items and spent more than non-direct mail recipients.

Direct mail compels action - recipients visited the sender’s store location.

56%

50% 39% 28%

23%

EC T MAIL

F MARKETING CHANNELS

C M S

WWW.CENTRALMAILING.CO.UK YOUR COMPLETE DIRECT MARKETING PROVIDER