Driving effectiveness with direct mail (WARC)

In today’s increasingly crowded media environment, our choice of marketing and communications channels is vital to both optimise results and drive customer value - to deliver effectiveness.

Marketreach, in association with marketing intelligence experts, WARC, has developed a report that analyses successful UK case studies using direct mail, as the lead media and in the media mix. It takes a fresh look at the benefits delivered by direct mail in today’s world. With many people working from home, the rise of ecommerce and economic uncertainty, consumption habits have changed. As a result, the physical impact of direct mail in an increasingly digital world can be a game changer for brands.

This report re-evaluates the unique role of direct mail in the marketing mix. It demonstrates how the channel is helping brands to deliver ROI and sustained growth as well as the many creative, digital integration and measurement possibilities it offers. It also includes media effectiveness case studies from brands such as Sky, IKEA, Jaguar Land Rover, Direct Line and more.

What you’ll learn

• Understand the impact of direct mail on ROI, revenue, market share and more. For example, campaigns with mail in the mix are 52% more likely to report ROI effects and 43% more likely to report revenue uplifts.
• Consider the impact of physical marketing to maximise attention - particularly with Gen Z audiences.
• Drive consumer engagement through technological innovations and mail personalisation.
• Use DM to gain and keep customers.
• Measure the marketing effectiveness of direct mail.