New Campaign Promotes the Power of Direct Mail
The Real Media Collective has launched a fourth campaign – this time promoting the benefits of direct mail in marketing. The Collective says that despite many marketing options available to brands these days, direct mail continues to achieve cut-through, and delivers results.
The new campaign launched by The Real Media Collective sets out to remind marketers and creatives of this – that direct mail continues to be a relevant and a powerful medium that should not be dismissed. “Direct mail is one of the hardest working marketing channels, whether via a catalogue sent to a member or a brochure and postcard sent to a prospect, we know how hard this channel works across all age groups.
When we engaged the agencies and marketers, they agreed with us, however, they conceded a lot of the knowledge on how to build a successful direct mail campaign had been lost. This immediately identified a need for the industry to educate,” commented Kellie Northwood, CEO, The Real Media Collective.
For more information on their fourth launch, head over to Print21.
Put More in Your Direct Mail, says Marketing Chief
John Watson, chief executive of WPN Chameleon, says longer letters lead to better response rates and are more cost-effective.
Fundraisers should write longer letters and include more material in their direct-mail packs, according to the chief executive of the marketing company WPN Chameleon. Speaking at a seminar on direct mail hosted by Royal Mail and WPN Chameleon in London last week, John Watson said that, in his experience, longer letters to potential donors produced a higher response rate and were more cost-effective. He said charities needed to be more prepared to test out ideas on donors to find out what worked and to be guided by the results.
Postage costs have gone up by 53 percent since 2008, he said, and the cost of producing the materials, such as printing, has only gone up by 18 percent, so fundraisers were looking to reduce costs by cutting what they put in the mailings.
Direct Marketing Association to speak at MT Summit 2018
Motor Trader has completed the line-up of speakers for the Motor Trader Summit 2018 taking place on 20 November in Edgbaston.
Tim Bond, group head of Insight at the Direct Marketing Association (DMA) speak on how best dealers can engage new and existing customers.
“Knowing how best to engage customers is key to the success of any business. The latest insight from the DMA’s Customer Engagement 2018 research, now in its third year, sheds light on how the most successful brands put their customers at the heart of what they do,” said Bond.
The ‘Acquisition and the consumer mindset’ report examines the relationship between consumers and brands during that moment when customers, in the middle of their decision-making process, ask themselves: “Should I stick with what I know or I try something new?”
HomeServe is getting a better return on marketing activity post-GDPR
The insurance provider claims it is saving money and getting fewer complaints since new data regulations came into law because it is marketing to consumers who want to receive communications.
Insurance provider HomeServe has seen an increase in marketing effectiveness since the introduction of the General Data Protection Regulation (GDPR) despite the fact it is now communicating with a smaller pool of consumers. The business, which provides home emergency cover, uses a combination of legitimate interest and opt-in consent, depending on the type of marketing it is doing.
HomeServe’s core business model is based on “affinity partnerships”, so it works with water and energy companies that then introduce its products to their customers. It sends around 35 million pieces of direct marketing to these prospective customers each year and “relies very heavily on legitimate interest” to market to these people, said Richard Merrygold, group data protection officer at HomeServe.
Direct marketing has a bright future post-GDPR.