Introduction
How do you target consumers in a modern day, multichannel world? How do you ensure your brand is recognised and people connect with it?
In today’s world the use of multiple screens such as mobile, tablet and television have resulted in a huge proliferation in the level of marketing communication that people are exposed to every day. Whilst this provides brands with new and exciting communication opportunities, recent research shows that direct mail, a more established medium, can not only work well on its own, but can boost the performance of marketing campaigns when integrated with other marketing communication channels. As you will see from the statistics revealed, direct mail is a crucial channel to consider when designing a marketing campaign. Recent research indicates that 79% of consumers react to direct mail immediately 1 . However, campaigns which integrate direct mail with other communication channels are even more successful. A creative approach to direct mail will create initial impact, allowing people to feel and engage with the direct mail piece, increase brand awareness, influence sales levels, and drive people to your website. The purpose of this short paper is to inform you about the benefits of direct mail and the impact that direct mail has when integrated with other media channels. We have analysed recent studies to show how consumers react when they receive mail, before and after engagement with a brand. We have also looked at the way in which direct mail can drive people online and increase the likelihood that consumers will engage with your brand.
1 ‘From Letterbox To Inbox: Building Customer Relationships’. Direct Marketing Association (2013): n. pag. Print.
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