Makemore impact on the doormat
Ever sincemail – both addressed and unaddressed - has been delivered to households, it’s been one of themost effectiveways to get yourmessage into the hands of a captive audience. HereMarkDaviesManagingDirector ofWhistl DoordropMedia, explainswhy directmail and doordrops remain a valuedmediumandhow integrating themas part of a coordinated campaign can significantly boost response anduplift sales.
See the sensational results some of our clients achieved when they implemented a two-stage doordrop and DM campaign. 40% The average increase in DM response rates, pre- to post- doordrop campaign for a leading retail client 38% The average increase in response rates when DM& doordrop were combined for a financial services client 25% The average increase in sales uplift when DM& doordrop were combined for amajor telecoms client £
44% of people feel better informed by mail they value and 57% of people who receivedmail they valued felt more positively about the brand that sent it. It’s not surprising when, in an increasingly digital world, we find ourselves inundated with emails, constantly confronted with pop up ads and intrusive social media chatter. That’s why we’re seeing more andmore people tune out of the digital mediumand tune in to the physical because people value something they can see and touch 24%more highly than something they can only see on screen. Doordrops and direct mail give readers a tangible experience that the digital medium does not, inspiring more customers to engage with themessage and take action. When they’re used together as part of a coordinated campaign, they forma potent mix that can significantly boost response. Take one of the UK’s leading blinds retailers for instance; they recently saw a massive 40% increase in response when they followed up a doordrop campaign with direct mail a couple of weeks later. That’s because both work in complementary ways. Doordrops are fantastic at raising awareness with your target audience and getting recipients to engage with the brand. Direct mail that’s addressed to the householder deepens
that personal connection and encourages people to take action. By integrating the two channels and carefully timing delivery, brands can achieve a big uplift in response. This is whereWhistl can really make a difference. As market leaders in doordrops, and as the second biggest postal operator, we’re able to plan, coordinate and integrate your doordrop and DM activity so that precisely the right people can be reached at the right time with the right medium. With our analytical insights we can pinpoint and align themost receptive audiences, achievingmaximumcoveragewith brand- building doordrops followed by targeted DM to drive recipients to act and respond. From retail and leisure to hospitality and charity, this marketing strategy has proven to deliver brilliant results across all sectors and is particularly effective for customer acquisition.
If you’d like to find out how we can help you uplift response
with integrated doordrop and DMmarketing, email
whistl.magazine@whistl.co.uk today or visit www.idoordrop.com
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Whistl Magazine • Spring 2017
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