4. Direct mail is essential within the communications mix
MAIL’S INTERACTION WITH OTHER CHANNELS
The research found that mail is most effective once recipients have already seen a brand promoted via two other advertising platforms. The findings show the importance of timing in advertising, and suggests that “prior knowledge of a brand gained through other advertising media enhances the quick learning effect of mail’s multisensory attributes”. A study carried out by BrandScience on their own clients also found that multi-channel marketing can be effective and can create a ‘Media Multiplier Effect’ 11 . The Media Multiplier Effect relies on one marketing campaign to be delivered through several advertising mediums.The effect is achieved through first ‘priming’ the individual and ‘following up’ with a different source. BrandScience’s clients used direct mail and television advertising to target potential business and found that response rates improved by 12% when both sources were combined.
Recent research found that campaigns including mail are 27% more likely to deliver top-ranking sales performance and 40% more likely to deliver top-ranking acquisition levels. Not only that, but total communications ROI for campaigns which included mail was found to be 12% higher than those that didn’t, with mail having a strong priming effect on TV. The research also found that mail has a profound effect on the brain when used with other channels. Researchers analysed the neurological effects mail had on recipients when given to them in different orders. Please see graph above.
11 Royal Mail (2015). Private Life of Mail. England: Royal Mail. 9.
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