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Ornella

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Submitted By ornella92
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Direct mail

Strengths
Testing and Measurement – use together * Many measurements ignore long-term effect * We can now track lifetime value and behaviour (8 x more than estimate)
Money and Information – remember the value of both! * If they don’t give you some of the 1st, they may give you some of the 2nd
The chance to transact and be personal * Mail & Catalogue conversion rates are far ahead of online counterparts * Remember you can say thank you, sorry, goodbye or welcome back
Timeliness
* Your target might not be a person but a ‘moment’ * Effective use of data can mean this can be a micro-level event
Personalisation
* As many creative variations as you have people in your audience

Flexible, creative messaging * Space and time constraints do not apply. You can be detailed precise.
Attention-grabbing
* High attention processing means most of it has an impact even the junk
Keepability, tangibility and texture * A 30-second ad is lost quickly, direct mail has a continual presence
Cost-effective (even if it is expensive) * As long as you are targeting the right audience, you can spend £100 each
Translates intentions into actions * No other medium converts soft opinions into hard actions as effectively * This is why charities use direct mail so much

Impact
Direct mail is not sexy but communicates strongly
We It has the ability to cut through noise and clutter * It is received in a manner without many other messages / distractions * Much of the cost is similar to inserts in magazines * However, there is no additional ‘loved’ entity to associate with
Particularly difficult to generate an impact with ‘cold’ mail
The material which is valued transcends ‘direct mail’ * It is a ‘letter from the company’

Message
A key

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