The future of direct mail
Okay, we have to admit it – we love Direct Mail; it’s what we do so we’re going to tell you how effective it is and why you should be using it.
Not just because we say so, take a look at these Royal Mail response rate statistics.
92% of Direct Mail is opened and 48% of adults took action after receiving it last year
- 14.2 million people bought something
- 10.5 million people used a voucher or coupon
- 2.8 million people tried a new product or service
- 3 million people made an enquiry by phone
Mail order catalogue companies in particular enjoy great response rates from Direct Mail
Almost 18 million people ordered from mail order catalogues/associated websites in the last 12 months.
- 43% online, 30% by post and 25% by telephone. DM contributes heavily to the success of this industry.
- 90% of consumers read catalogues sent to them
- 70% go online after receiving catalogues
- 70% increase in the number of items purchased
- £110m increase in online spending
Marketers mailed 11.9 billion catalogues in 2013. For example, Boden shoppers spend up to 15 minutes with the catalogue…compared to an average of just eight seconds for a Boden email and about five minutes with the Boden iPad app.
Why does DM engage people?
Royal Mail research has revealed ‘Tangible materials leave a deeper footprint in the brain’
Royal Mail wanted to understand if there is a difference in the communication effectiveness of physical and online media.
The conclusion is that greater emotional processing is facilitated by physical materials than by the virtual. The experience that physical media provides means it’s better at becoming part of memory and it generates more emotion which should help to develop more positive brand associations.
So we can prove DM works so how can we make it work even better?
Introducing our new product MAPP (Mobile Application for Profiling Print)
Direct Mail has always been track-able if used correctly; dependant on the strategy behind the campaign and the technology behind MAPP takes it a step further and allows you to engage a customer in a dialogue, as opposed to pointing them to single communications.
MAPP allows a piece of DM (whether previously printed or not) to be scanned by a customer and be directed to content. This doesn’t sound new, but the beauty of this technology is once the customer has scanned once you know who they are and any information they have provided can be used instantly.
Here’s an example of how it works.
- Your customer (Tony) has been sent a piece of DM promoting a free burger. Tony downloads the app (or use the brand app) and scans the DM piece.
(At this point, the handset information of the phone is captured – you will always know this person now, we will tell you more about that later)
- Tony is then taken to an offer which requests his name, email address and whether he prefers chicken or beef burgers
(You have now captured their data and some preferences)
- Dependent upon Tony’s answer he is taken to an offer to receive either a free chicken or beef burger (let’s say he chose chicken). Tony goes into the restaurant, redeems his offer, enjoys his meal and goes home again.
(You now have a happy new customer and some new data)
So what’s next? It sounds like a standard offer so far…
- A week later Tony has been ‘lucky’ and receives another offer, (it’s actually part of the marketing strategy) he scans the DM and this time he doesn’t need to fill anything in and instantly receives a message saying ‘Welcome back Tony – did you enjoy your chicken burger? If you buy two this time, you’ll get a free drink’. Do you prefer hot or cold drinks? So off goes Tony to claim his free drink.
(Ok, so not only do we recognise the customer – Tony; we now know what he prefers and then start to ask for more information in order to build a profile. We’ve now started a conversation and we are engaging with a customer.
It’s now been two months since Tony last ate at one of our restaurants and we want him back.
- An email or text is sent. ‘Tony, it’s been a couple of months since you used any of our offers, can we tempt you with our new burger…you’re nearest restaurant is nearby at ‘Burger Street’.
Now we are trying to push Tony to the nearest restaurant; our geo-mapping location technology will show where the nearest branch is to him at any time. We can also send Tony a reminder to further encourage him to go in.
All this from a printed piece and our scanning technology. Easy for everyone.