Direct Mail Marketing
Personalised and powerful, direct mail helps brands build vital long-term relationships and boost the bottom line. It engages customers and offers outstanding creative opportunities. It’s where the magic happens.
What is direct mail?
Direct mail is a form of direct marketing. It's addressed marketing mail sent to a targeted audience of customers or prospects to advertise a brand, its products or services. Mail can form an essential part of a marketing strategy, working on its own or with other forms of media. Campaigns with mail in the mix are 52% more likely to report Return on Investment (ROI) benefits*? Campaigns are also 75% more likely to report profit uplifts* and 65% more likely to report market share uplifts* when mail is included.
* 'WARC Driving Effectiveness with Direct Mail’ 2021
What are the benefits of using direct mail?
There are many benefits of using direct mail as part of your marketing or communication channel mix.
Physical connection
Proven to drive epic results
Can be a sustainable choice
Targeted and engaging
Creative and unique
Trusted among all age groups
Examples of Direct Mail Campaigns
Below you can see some direct mail case studies and success stories.
HelloFresh has recipe for winning new customers using targeted direct mail
HelloFresh significantly expanded its customer base by effectively targeting Homemovers with direct mail. Partnering with PSE, they used Royal Mail Homemover data in their September direct mail campaign.
Key to this success were unique QR codes and interactive voucher cards, driving customers online to explore HelloFresh’s offerings. This innovative strategy led to a 64.5% uplift in response rates and a 26% improvement in CPA. This success has made Homemover targeting a year-round strategy for attracting new customers.
Virgin Media tackles high customer churn with data-driven mail
Virgin Media tackled high customer churn by redefining value through a tailored direct mail campaign. Research revealed that discounts alone wouldn't change perceptions, so they upgraded 91,000 high-risk customers’ packages with extra benefits. The campaign, featuring a distinctive red envelope and the message 'Just because,' effectively conveyed genuine value.
This strategy significantly reduced churn and achieved a remarkable return on marketing investment (ROMI) of 179:1, showcasing the effectiveness of targeted direct mail in enhancing customer retention.
How to create an effective direct mail campaign
A practical step-by-step guide to help you produce a successful direct mail campaign. We have developed this guide to offer you expert advice and practical steps to help you create effective mail campaigns.
Other formats of mail marketing
As well as direct mail, there are other formats of mail marketing or advertising that brands can use within their media plan. These are listed below.