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Why Direct Mail needs to learn work smart not hard

Data is useless unless you use it, it is an obvious statement, yet still I see way too many Direct mail pieces ignoring the power of data.

My question is why is data still a poor relative in the direct mail family?

Yes, you have the extremely basic name and address data required to send an addressed mail pack out, but why does it stop there for so many?

It is not data knowledge, so many of the firms mailing these basic mail packs have hugely advanced teams working on digital marketing over numerous channels. They understand clearly just how powerful data driven marketing is. Yet as soon as print is mentioned, its only use is as a blunt tool for so many marketeers?

It is also not opportunity either, modern production methods can provide fully personalised mailers that can be pinpoint targeted. Print and fulfilment can do a whole lot more when asked too. Yet its seldom asked to do some clever work, which is a real shame.

A great sector to explore this in greater detail is retail.

Leveraging Data for Retail Mailing

A printed catalogue for a retailer is such a powerful tool. Using data science, we can profile existing customers and tailor a pack for them, segmenting them into groups that we know will respond to certain offers and messaging. This approach gives the marketing team the ability to place a physical mailpack with a much higher ROI generation potential in the hand of a buyer. Using the data driven approach, marketeers can increase their ROI and lower the risk of the pack underperforming.

What is surprising is just how many firms will instead adopt a basic one offer fits all approach. How can all the existing clients on a retailers database all be the same.

There is so much data out there for marketeers to use. Our buying habits are no longer secret and linking the data to behaviour science only reinforces the predictability of our actions. We leverage so much good accurate information to really understand what purchases the end buyer is likely to make.

If you then combine that accurate and relevant buying data with the reassurance and longer lifespan of a printed direct mail pack. The effect can be very compelling.

The is a strong future for Direct mail. The technology exists for fully variable brand and client messaging on outers and inner content. Your data can drive selective enclosing of inserts, split by ages, location, buyer type, property, job, location, colour of hair, however you want to segment it. There is so much potential to present the most perfectly targeted mail pack to each recipient.

Marketing and creative teams can be clever with extra plates and covers to further drive up the targeting on catalogues. Some of the most successful recent campaigns we have seen all have multiple catalogue versions.

It’s not all about the physical pack, with the tracking that Mailmark gives you on postal items, the predicted land data is hugely powerful too. Utilizing the fact that the mail, once completed have several touch points once in the postal network, you can then use other marketing channels to build up awareness of the campaign and follow it up.

With the new proposed changes to household deliveries by Royal Mail, there will be a far greater degree of set deliveries each week. Giving Marketing departments the full ability to plan and program all the campaign activity.

It really is exciting times for Direct mail. The flex is just how smart you can make it, the possibilities are endless now.

Richard Morrow
Director

Richard has been involved with print for over 20 years, building vast experience and knowledge across the postage industry. Over these years Richard has helped thousands of clients get the very best return on investment (ROI) from their investment in print, fulfilment and postage, not only for mailings in the UK, but worldwide. Richard holds a passion for all things print sustainability, and is a driving force behind Central Mailing Services pathway to net zero.