![]() ![]() This prompted an unprecedented 4,000 calls on the first day alone to Crown’s call handling service and Crown was forced to defer some of its commercials because of the overwhelming response.Ī positive reaction to each response generated is essential, to maximise the results of your direct mail campaign. In 1998, Crown Wallcoverings & Home Furnishings was forced to reschedule its direct response TV campaign just one week after its launch.Ĭrown’s advert featured a pure white room, as viewed through the eyes of the occupant, and a voiceover that asked “ Need Inspiration?“, along with details of how to obtain a Crown brochure. This allows you to protect against overwhelming response. ControlledĪnother advantage of direct mail is that you can control when it is delivered, and to how many people. The results were phenomenal.Īcross the campaign, donation revenue was 87% above target 47% more donors were recruited than target numbers cold mail delivered 150% more donors than target revenue from PAM was 88% higher than predicted ROI on door drops improved by 59%. In 2020, the RSPCA utilised cold addressed mail (no previous relationship between the sender and the recipient) to find highly targeted prospects, and Partially Addressed Mail (PAM) and door drops to extend the campaign’s reach. Direct mail definitely drives consumer activity.īusinesses often choose to invest in direct mail marketing as part of an overall marketing strategy. 31% of direct mail leads to commercial actions. 45% of direct mail remains in homes for a month or more. On average, direct mail is engaged with more than four times as indirect mail. It creates a physical and mental connection between the sender, and the recipient.ĭirect mail excels at helping you build and nurture relationships with your customers. The intimacy of opening a physical piece of mail addressed to you can’t quite be replicated in the digital world. Personalisedĭirect mail is a personal form of marketing. Whether B2B, or B2C, using highly targeted criteria provides the best possible results. ![]() Business to Consumer (B2C) marketing might choose criteria such as age, or gender, household income, or hobbies and areas of interest. B2B direct mail is a great way to reach decision-makers, who may be difficult to reach through other channels. In practice, Business to Business (B2B) direct mail might specify an audience based on job title, company size, geography, or even industry. If you’re looking to increase sales, then a quality mail out will generate a greater return on investment (ROI). If you’re seeking to raise general brand awareness, you might seek a wide audience. Before you select your criteria, it’s important to identify what you want to achieve from your campaign. This is because you can control mailing lists using certain criteria to extrapolate your mailing data. Direct mail allows you to target a very specific audience, so you control exactly who gets the message. With other forms of marketing and advertising, it is impossible to be absolutely sure who has taken note. ![]()
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