“I’ll tell you one thing, it’s always better when we’re together.” The words of Jack Johnson also ring true for media channels. But don’t just take my word for it, a raft of recent research has shown the benefit of linking direct mail with other media.
The latest, from GI Insight, revealed that nearly half – 47% – of UK consumers said that they are prompted to check out a website by something they have received in the post.
And a recent IPA study identified that three is the most effective number of advertising media required to drive hard business measures, such as sales gain, customer acquisition / retention and reduction of price sensitivity.
Maximising the strengths of each medium is key, for example, when direct mail is used together with more traditional advertising channels, it combines targeted, personal messages with broad mass-reaching communications.
The guaranteed reach of mail will maintain its value in the mix as other media channels are increasingly filtered by consumers. This makes the preservation of the Universal Service – fulfilled by Royal Mail – so important.
By comparison, press ads fight for attention in a busy environment. But, with direct mail in the mix, stand-out is improved. According to the Royal Mail Media Centre, 65% of consumers agree with the statement, “I am more likely to remember something if I see it advertised in a newspaper and it’s also communicated by post”. The same research highlights that 63% of consumers agreed that “mail is good at supporting or clarifying the ads I see in newspapers”.
Similarly, direct mail supports TV advertising by providing more detailed information – 49% of consumers agreed that brochures/catalogues in the post can help the brands that advertise on TV seem a bit more real.
Last year, DMA/ITV research revealed that the simple act of combining TV advertising with a direct mail campaign can generate an increased consumer response rate of 96% above that of a standalone direct mail campaign.
Armed with facts like this, would you really still consider running a standalone campaign?
Luan Wise is marketing manager at ONEPOST, a leading provider of independent postal advice and management
