Autumn is here and it’s time to think ahead to the busy holiday period and make sure marketing plans are in place. In the latest round up we’ve found that personalisation is the current buzzword, and catalogues are evolving to provide consumers with in-depth experiences. Read on to hear about the latest innovations and recent research in direct mail.
Personalisation – Getting it Right
Making our correspondence personal, offers a way to make sure our marketing messages stand out from the crowd. Personalisation is a hot topic within marketing at the moment, whether it refers to websites, email, in-store contact or direct mail. In late September The Drum reported on an Experian study that investigated further to see which personal touches are actually valued by the consumer.
Research found that 61% of consumers questioned would be ‘put off’ by campaigns that use incorrect details, so it’s important to ensure you use accurate data if you’re considering a personal direct mail campaign. However 87% found personalised communication from brands acceptable as long as it was relevant and valuable.
If you’re investing in a personalised Direct Mail campaign, make sure you have a clear strategy that communicates with your customers in a way that adds value for them. If you’re personalising for the sake of it, it’s not really personal at all.
Valuable Direct Mail
Direct Mail isn’t as easy to track as other digital marketing activities, so sometimes its true value isn’t correctly attributed. A recent in-depth study by Royal Mail tracked and analysed thousands of mail items in an attempt to address this, reports Print Week. The study found that where mail was deemed valuable, 92% of respondents had an emotional response, and 92% took an action as a result of this. 42% reported they purchased, renewed or donated.
So what makes mail valuable? Making sure it is both personal and relevant. This just goes to show that when you get the right messages to the right people via direct mail, it is a very powerful tool indeed.
Interactive Catalogues Include Augmented Reality
There’s something about browsing a printed catalogue that digital versions just can’t beat. However, online or in-app catalogues can offer retailers a new route to market and having content available on both channels is a must.
Internet Retailing have recently reported on innovations made by House of Fraser to take their catalogues to a new, interactive level, adding value for their customers. The introduction of augmented reality has allowed them to find a way to digitise physical content, encouraging interaction and multichannel behaviour.
A Powerful New Form of Direct Mail
PebblePost’s ‘Programmatic Direct Mail’ is the latest in Direct Mail innovation. Direct Marketing News recently reported on its debut, seeing online retailers integrating direct mail like never before. Online actions can not only trigger a postcard, they’ll also tailor the content to the customer’s needs, providing an offer relating to items left in the online shopping cart. This not only allows greater direct mail integration, it also improves analytics to help marketers really understand the place of direct mail in their online strategy.
Preparing For the Holiday Season
Business 2 Community recently explained that direct mail is a key tool in a successful holiday marketing campaign. With many companies focusing their efforts in online media, providing some tangible marketing materials will set your business apart. Catalogues, postcards, booklets, greetings cards and calendars are just a few vehicles to reach your customers on a more personal level and really give your business a boost at a key time of year. Start planning now, if you haven’t already!