Is now the time finally for Direct Mail?
Really good business case put forward by the Read Group in the UK – The case for direct mail:
If used correctly, there are a number of advantages to implementing a direct mail campaign. For one, with the majority of the population staying home as per Government advice, this means that more people will be looking at their mail every day. This can only be a good thing for open rates, cut through and conversion. We are already seeing clients not just continuing with direct mail but looking to increase volume. This is also true for door-drops and partially addressed mail.
If you are a charity and traditional communication routes to your audience, such as events and collections, are being restricted then using direct mail is a great alternative. It works well for your audience and it will elicit good engagement. And in the current environment, there are companies who should do well out of our current isolated status, including food and fast food delivery companies, home entertainment and gaming, and online shopping and subscription services. For these companies it is imperative that they can compete and be seen.
While online and digital engagement is vital in these working from home times, when so many people are sat in front of their computers all day, supplementing this with targeted mail can only be advantageous: direct mail will bring a welcome distraction to intensive screen time for consumers. Well-produced mail can also communicate brand values and boost engagement and activation. It’s also safe: Public Health England has advised that people receiving parcels and letters are not at risk of contracting coronavirus, advice reinforced by independent scientific advice from immunologist Dr Alexander Edwards.
Make it targeted
If you’re going to invest in direct mail, then targeting is key. Make sure you know your audience, and can identify them and select them. This is where profiling and targeting really matters. Additionally, use those profiles across other channels such as email and digital to enhance and provide a halo impact for the mailing to help deliver reach and salience.
DataXcel are one of the only providers of Named and Address only postal data in Ireland and use data intelligence such as Experian’s Mosaic and internal lifestyles selections to provide very accurate profile targeting or geo catchment analysis.
The bigger picture view is that there is no point in saving for a rainy day: this is the rainy day. Now is the time to back your brand and make your message stick, and direct mail is a great way to get in front of your customer or prospect.
Take care of yourselves we will all get through this together and we salute the front line health care workers across the globe, special thoughts to my cousin, Sinead, who is managing a team of 30 nurses in an ICU unit in London we are so proud of you and your team Sinead.
Regards
Lorcan