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Why Direct Mail Still Matters in a Digital World

In today's fast-paced digital age, it's easy to overlook the power of traditional marketing methods. With email, social media, and pay-per-click advertising dominating the marketing landscape, direct mail might seem like a relic of the past.


However, direct mail remains a potent tool in your marketing arsenal, offering unique advantages that can't be replicated in the digital realm.



In this blog, we'll explore the benefits of using direct mail in your marketing strategy, backed by UK sources that highlight its effectiveness.


1. Tangible and Memorable: Direct mail marketing provides a tangible experience that digital channels simply cannot match! When recipients hold a well-designed and high-quality piece of mail in their hands, they're more likely to remember your message. The Royal Mail's MarketReach reports that 57% of direct mail is kept in the household for at least a week, increasing its memorability and effectiveness.


2. Targeted Personalisation: Direct mail allows for a high degree of personalisation. By analysing customer data and segmentation, you can tailor your message to a specific audience's preferences and needs. The Data & Marketing Association (DMA) UK states that personalised direct mail is 21% more likely to be opened and read.


3. Less Competition: In an overcrowded digital space, direct mail stands out. The average person receives hundreds of emails and social media notifications daily, making it easy for your digital marketing efforts to get lost in the noise. The Royal Mail's MarketReach suggests that, in the UK, direct mail is perceived as less intrusive than email marketing.


4. High Response Rates: Direct mail often yields better response rates than digital marketing channels. According to the DMA UK, the response rate for direct mail to a house list is around 4.4%, while email marketing typically sees a lower response rate. The tangible nature of direct mail can make it more appealing and engaging to UK recipients.


5. Improved Trust and Credibility: In an era of phishing scams and digital fraud, people are understandably cautious about clicking on links or opening emails from unknown sources. Direct mail, on the other hand, can convey trust and credibility. MarketReach from the Royal Mail suggests that direct mail is considered a more trustworthy and credible form of communication.


6. Cross-Channel Integration: Direct mail can complement and enhance your digital marketing efforts. QR codes, personalised URLs (PURLs), and augmented reality (AR) features can be integrated into your direct mail campaigns to seamlessly connect recipients with your online presence. This cross-channel approach can increase your overall marketing effectiveness in the UK market.


7. Longevity: A direct mail piece can sit on a UK recipient's desk or countertop for days or even weeks, serving as a constant reminder of your brand and message. Digital content can be quickly forgotten or buried in inboxes. The extended shelf life of direct mail can provide a lasting impact on your UK audience.


8. Measurable ROI: Direct mail is not only effective but also highly measurable. Tools and technologies, such as unique tracking codes and response cards, allow you to assess the success of your campaign accurately. With a clear ROI, you can fine-tune your future marketing strategies for even better results, especially in the UK market.


9. Versatility: Direct mail comes in various forms, from postcards and catalogues to letters and brochures. This versatility enables you to choose the format that best suits your message and the preferences of your UK audience, making it an adaptable tool in your marketing toolkit.


Direct mail remains a powerful and valuable marketing strategy in the UK, even in the digital age.


Its tangible nature, high degree of personalisation, lower competition, and high response rates contribute to its effectiveness.


When integrated with digital channels, direct mail can boost your marketing efforts and provide a significant return on investment.


Don't overlook the timeless charm of direct mail in your marketing strategy - it's a tried-and-true method that continues to deliver results, especially in the UK market.


If you would like to discuss how we can help deliver your Plum Ideas through the power of direct mail, contact us now


Sources:

  1. Royal Mail MarketReach, "The Private Life of Mail"

  2. Data & Marketing Association (DMA) UK, "DMA Response Rate Report 2018"

  3. Royal Mail MarketReach, "The Private Life of Mail"

  4. DMA UK, "DMA Response Rate Report 2018"

  5. Royal Mail MarketReach, "The Private Life of Mail"

  6. Royal Mail MarketReach, "The Private Life of Mail"

  7. Royal Mail MarketReach, "The Private Life of Mail"




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