It’s a question we’ve heard time and time again – “Is Direct Mail Dead?” In today’s ever evolving digital world, it would be easy to see why you might say so. But you’d be wrong.
Direct Mail is still very much alive and when done right (by making it targeted, personalised and relevant), is even stronger than ever! Royal Mail research shows that 92% of people have taken action as a result of receiving mail – that’s an impressive stat compared to email.
Direct mail and digital together
Whilst, the obvious advantages of email are it’s cheap and super quick to send. A great fit for today’s fast paced digital world. So, what’s best, Direct Mail or Email? There are certainly arguments for both. But we believe the answer is that they actually work best when used together.
Royal Mail carried out research and found that consumers want to choose their media and digest communication differently, depending on where they are, what they are doing, or the purpose. They found:
- 51% prefer companies to use a combination of mail and email
- 65% like to browse through both the catalogue and online before making a purchase
- Customers spend 25% more when businesses use a combination of direct mail and email
Our experience certainly backs this up. Our best campaigns involve a combination of the two, and when you add a personalised landing page into the mix – you really are on to a winner!
Peninsula increase delegates by 46%
Our client Peninsula, run over 1,400 free health and safety seminars each year to acquire new business. They combined direct mail with digital and increased their delegate numbers by a whopping 46%.
Prospects were mailed a bespoke invite which contained a personalised url (or pURL), where they could easily RSVP. One week later, a follow up postcard was sent to those that hadn’t yet responded. Interestingly, we found with many similar campaigns that 36% of all responses come from the second touchpoint.
Those ‘opt in’ prospects that hadn’t responded after two weeks were sent an email with the link to their pURL. It couldn’t be simpler. And it worked.
This combined approach increased delegate numbers by 46%. The average value of a sale from each event rose by 22%. With over 1,400 events per year, they’ve seen an increase of £4.2 million in revenue.
In our experience, a direct mail piece gets 50 – 100 times the number of responses if it’s followed up with an email and a personalised landing page. It’s a no-brainer, combine direct mail and digital and your response rates will soar!