Luke Whitehorn, Domestic & General - transcript

Rory

In the hot seat today in this incredibly red studio. I'm honoured to be joined by Luke Whitehorn. Who is the Marketing Director of Domestic & General.

Luke

The way that we then personalize that to a customer. The way that we then kind of give, rewards to a customer, again, the tangible nature of direct mail. Means that that builds trust in a way that. You know, means that 86% of customers stay with us.

Fundamentally where we have turned off a piece of direct mail to a group of customers. Let's say those customers go online and go onto our website. Less of those customers contact us. And therefore we see less sales overall. Building a relationship with that customer. You know. what it is, who it's from, et cetera, et cetera means that you are really kind of building that trust. And direct mail plays a really important role in that for us.

Domestic & General as a company has been around for over a hundred years. Yeah. I've got thirty plus years worth of data about direct mail. That shows how effective it is. We get those questions really often in terms of, you know, replacing direct mail with email. Broadly, whenever we look at it, what we always come back down to is how actually direct mail, email, digital marketing and outbound calling can work really well together in an ecosystem.