In a world where digital marketing is seen to be the go-to-answer for businesses to promote their good and services it can, be easy to forget the power of printed mail and direct mail campaigns. However, these traditional marketing methods can still be incredibly effective, especially when done right.
What is Direct Mail?
Direct mail is a type of printed mail that is specifically designed to generate a response from the recipient. Direct Mail can include coupons, surveys, or requests for donations. Direct mail campaigns can be very effective at generating leads and sales.
The Benefits of Printed Mail and Direct Mail Campaigns
There are many benefits to using printed mail and direct mail campaigns. Some of the most common benefits include:
- High Response Rates: Printed mail and direct mail campaigns have been shown to have higher response rates than digital marketing campaigns. In fact, a study by the Direct Marketing Association found that direct mail campaigns had a response rate of 4.4%, while digital marketing campaigns had a response rate of 0.3%.
- Personal Touch: Printed mail and direct mail campaigns have a more personal touch than digital marketing campaigns. This is because recipients can hold and touch the physical mail, which makes it more memorable.
- Higher Click-Through Rates: Printed mail and direct mail campaigns can also lead to higher click-through rates than digital marketing campaigns. This is because recipients are more likely to open and click on links in physical mail than they are in emails.
- Better ROI: Printed mail and direct mail campaigns can also have a better return on investment (ROI) than digital marketing campaigns. This is because they are more likely to generate leads and sales.
Two independent research studies reveal almost two-thirds of consumers are more likely to read a letter than an email.
In today’s digital age, it’s easy to assume that printed mail is not required and is a little outdated. But recent research by Quadient reveals that almost two-thirds (62%) of UK consumers are likelier to open a letter than an email. The study suggests that letters remain an important communication channel for businesses, especially for delivering important documents. The study showed that 71% of respondents expect companies to send these critical documents through the post rather than over email.
JICMail has released its data for Q1 2023 which revealed that a more significant proportion of mail was engaged with than at any point in the previous year.
The JICMail research covering the period from January to March 2023 also found that, despite another challenging quarter for consumers with double-digit inflation, a greater proportion of printed mail resulted in positive commercial outcomes for advertisers.
The average piece of business mail was interacted with 4.8 times over a 28-day period, direct mail 4.4 times, Partially Addressed Mail (PAM) 3.8 times, and door drops 3 times.
The average lifespan in the home was 8.5 days for business mail, 7.1 days for direct mail, 6.7 days for Partially Addressed Mail (PAM), and 5.7 days for door drops.
Ninety-five per cent of mail was engaged with – i.e., had some form of physical interaction from consumers other than being immediately thrown away. This engagement has, in turn, led to better returns for advertisers, with 30% of mail prompting commercial actions from consumers, such as purchases, voucher redemption, website visits, and store footfall.
Mail open, read, and retention rates experienced year-on-year growth for the third quarter in a row. 75% of mail – including direct mail, business mail, and door drops – was read in Q1 2023, 65% was opened, and 46% was still live in the home after 28 days.
Key metrics related to product discovery improved year-on-year, with 16% of mail driving discussions about brands and 6% prompting consumers to search online for more information. Key customer engagement metrics also improved, with 8% of mail encouraging advertiser website visits and 6% driving account log-ins.
Regarding purchase fulfilment, mail also continued to experience growth in Q1, with 4% of mail prompting a purchase, 2% triggering a voucher redemption, and 2% driving store footfall.
Voucher interaction rates for business mail increased for the second quarter running – up to 5.6 interactions across a 28-day period.
JICMail data is gathered from a panel of 1,000 households every month. The main activity of every household member is tracked using a diary-based app. Every mail item they receive over a week is captured, and everything they do with it over a month is recorded.
From our site, we can print, personalise, and fulfil your direct mail campaigns, delivering your message quickly and efficiently and possibly reducing your postage costs.
We printed the Woodland Trust’s Spring/Summer Catalogue. Most catalogues were sent out to members with their copy of the Broadleaf Magazine.
A proportion had a different back cover which we personalised and mailed out from our factory.
The catalogue was carbon captured with Premier Paper and used the FSC® and Planting Trees to Capture Carbon logos.
Make A Statement With Your Printed Mail/Direct Mail
There is some truth in the famous adage, “first impressions are lasting impressions”. So why not make a statement with your direct mail by housing it in a protective, tactile, and colourful envelope that grabs the recipient’s attention from the moment it lands on their front doormat?
Penrose’s in-house printing envelope facility offers multiple opportunities to grab the recipient’s attention. From designing and printing four-colour images with a full bleed on stock envelopes to creating bespoke envelopes, Penrose has the experience and knowledge to help your mail grab the recipient’s attention.
Our envelope printing facility offers one of the industry’s most comprehensive envelope specifications available for printing with exceptional colour reproduction, from standard-size envelopes to board-back envelopes, including jiffy bags (up to 10mm thick), including paper bags. One of our clients commented, “Thanks for designing and printing our colourful envelope, we’re getting great comments from clients saying how easy it is to spot our catalogue in the office!”
We completed a catalogue mailing campaign for Pretortian. The campaign included personalising a letter, printing an envelope, and inserting a catalogue and a piece of merchandise into the envelope. The client provided the following five-star Google Review on our streamlined service.
“Penrose have organised a mail-out for a large number of brochures for us. A personalised envelope, a database of recipients, and then the subsequent postage. They have done so with great professionalism and communication from start to finish. Jas picked up our job and clearly defined everything they would require from us and what we would get from the company, with quotes tailored to our specific needs. Speedy and efficient, and very easy to work with, with guidance on options available at all levels! I’d recommend them for any print and/or mailer work that is required”.
Companies need to find the right balance between using personalised direct mail, emails, and other digital communication channels depending on the reason for contacting the customer.
Why are physical letters preferred over emails by UK consumers?
The main reasons cited include:
Guaranteed importance: 43% of respondents said essential letters can be sent with guaranteed or signed-for delivery, ensuring they receive it and know that it’s important.
Privacy and security: 42% said there is no risk of hacking, phishing or being infected by viruses when it comes to direct mail. Whilst 37% appreciate the lack of spam messages received through printed mail compared to email.
Personalisation: 39% said letters feel more personalised to them and their needs than bulk email messages.
Conclusion
Organisations must marry printed direct mail and emails when communicating with customers.
It’s dangerous to assume that customers prefer one over the other. For instance, businesses serving an older customer base may believe they won’t respond well to emails, but this is not always true.
Companies need to think strategically about the different scenarios in which they contact customers and choose the communication channel that best fits the situation.
If you want to create an engaging direct mail printed piece, please talk to the team at Penrose, and we can show exciting ways we can put your brand into the hands of your clients.
