The letter is back

It’s undeniable that digital media has had a huge impact on marketing, overtaking most other channels. Volumes and share of marketing spend for direct mail are down, as brands favour online options, from email to paid search. But…

…just because fewer companies are using direct mail or using less of it, that doesn’t mean it isn’t working. In fact, a combination of less DM giving more doormat standout and improved targeting and data methods means that, done right, DM is a more potent and responsive marketing tool than it’s ever been. As this becomes more evident, savvy marketers are leading a resurgence in the use of direct mail.

Digital is becoming a victim of its own success – inboxes more cluttered than doormats ever were, increased competition making paid search less cost-effective – turning direct mail into a more attractive proposition once again. A recent DMA survey indicates that certain sectors have recently increased their DM spend, with 50% of Financial Services respondents stating it had gone up, and 64% in Automotive. This seems to be a sure sign that companies are realising the effectiveness and value of well done direct mail.

Data analysis and modelling advances offer an ever-improving understanding of your customer base, where the best returns are, and who to target for what. And printing technologies are matching this with a vast array of data-driven opportunities. Variable data digital print enables every mailer to be individually targeted in every way, not just in the copy, but by using appropriately tailored imagery and layouts too. And because each piece can be entirely specific to the recipient, this increased relevance means there is a much higher chance of a positive response, leading to less wastage and a better ROI.

But of course, it’s not about digital versus DM; both have an important role to play. What’s important is to achieve the right balance in your marketing mix. Digital and DM can even help one another, with evidence that DM can enhance search results, as recipients go online to find out more. Digital isn’t going away and reports of DM’s death have clearly been greatly exaggerated.

In fact, recent research shows that consumers’ two most preferred methods of contact are email and direct mail, with direct mail being first choice in 16 of 26 categories, including supermarkets, banking and DIY.

So don’t overlook the secret weapon in your marketing arsenal. Right now, technology and market conditions mean that DM could work wonders for your response rates. And the marketers who move fastest – before everyone else catches on and the battlefield is redrawn again – will reap the biggest victories.

• 56% of marketers believe direct mail carries weight with the board and top executives at their organisation
• 9% of UK consumer sales are generated by direct marketing
• 39% of people say they would end a relationship with a company that sent them irrelevant or untimely marketing

Contact

Lynne Cook, Head of Planning, 0113 210 8025

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