Marketreach enlists industry chiefs for 'Totally Mailed It'

Royal Mail’s business unit Marketreach is launching a call to arms featuring industry leaders showcasing the “surprising” power of direct mail under the new strapline of “Totally Mailed It”.

The campaign, created by MSQ agency The Gate, gathers some of marketing’s best-known faces to advocate for consideration of mail as an effective media channel, promote its core attributes and provide CMOs with compelling evidence for why direct mail is an essential part of the media mix.

It features Ogilvy UK vice-chairman and industry “sage” Rory Sutherland, The Glittersphere CEO and founder Nishma Patel Robb, who is a former Google director of marketing, alongside Marketing Society chief executive Sophie Devonshire, The Barber Shop founder Dino Myers-Lamptey, and Astroten founder Richard Shotton, author of The Choice Factory and The Illusion of Choice.

Each creative features a headshot of one of the advocates alongside a quote highlighting how mail was the surprising spark at the heart of many marketing success stories, helping them gain a competitive edge and nail their targets.

The creative will run across direct mail, social, display/video, and digital audio, as well as out of home placements across roadside digital 6-sheet screens in key sites targeting London-based advertisers and agencies.

Marketreach has also launched a ‘Totally Mailed It’ landing page on its website, featuring detailed testimonials and success stories from the advocates on how mail ramped up ROI, and is an effective channel that ‘totally mailed it’ for them in the marketing mix.

According to recent research, improving marketing effectiveness is the top priority for marketers, and ROI and ROMI keep 99% of CMOs awake at night.

It is claimed that direct mail’s physical presence captures attention, builds trusted relationships between brands and their consumers, and drives commercial results.

A recent Marketreach/WARC Attention Report highlighted the enduring value of direct mail, showing that 58% of mail is retained for future reference, to be re-read, shared, or saved for later use.

Further research from WARC and Marketreach showed that campaigns with direct mail in the overall mix are 52% more likely to report ROI benefits, and are also 43% more likely to report profit uplifts providing evidence for its effectiveness as a channel.

Marketreach head of marketing Cameron Russell said: “Mail is the spark at the heart of many marketing success stories, having helped give our marketing experts a competitive edge and to nail their targets.

“We wanted to tell stories where Marketreach surprises people that mail is a channel that people completely trust, drives impressive commercial results, and is a tangible, multi-sensory brand experience. We are delighted that these wonderful industry names have been advocates for the power of mail, and we’re looking forward to seeing this campaign live.”

Nishma Patel-Robb added: “In the last five years or so, mail has become more targeted, more creative, and more a part of the campaign. And in a heavily digital world, there is the joy of having something that’s physical, in your hands and kept.

“I love that mail can take you from URL to IRL. We tend to think of IRL (in real life) as experience, but IRL is just as much as something you physically hold in your hand, and I love that the most.”