When used well, mail is a highly personal channel with an ability to create a sense of one-to-one communication. A physical piece of mail demands a degree of tangible engagement - it's something you hold, open, and read in a private space.
In an increasingly digital world, mail can stand out. Its arrival can feel more unique and less easily dismissed as "junk." There's an implicit understanding that the sender invested more time and effort in creating and sending physical mail.
In general, we all receive less direct mail than in years gone by, so it can be a great way of gaining cut-through, with a premium brand experience extending directly to consumers and ultimately delivering significant business growth.
Mail made loyal customers feel Waitrose was just for them
Waitrose noticed that their highly valuable customer base was slowly eroding over time. There had been no dramatic change to Waitrose’s approach that was pushing them to go, merely that the supermarket had failed to show them how much they loved and appreciated them.
Analysis of the key measures showed that these loyal customers were feeling less rewarded and their Net Promoter Score (NPS) had fallen by 14 points meaning they were more likely to shop elsewhere.
Waitrose set out to recognise and reward this highly profitable segment of best customers to prevent churn, increase spend and frequency, and improve NPS.
Driving results is at the heart of mail’s power
If you’re looking for a media channel that doesn’t just engage, but actually delivers solid commercial results, then mail could be the answer. Each channel has a role to play in a brand's media mix, and mail's role is to grab consumers’ attention, meaningfully connect with audiences and inspire action. It delivers strong results while boosting the performance of other media channels. Many marketers and comms professionals have already successfully used mail to help achieve their goals like increasing market share, revenue, and customer loyalty.
