Eye Tracking Research Provides Doordrop Insight
Eye tracking research released this week by Royal Mail provides unique insight into how consumers interact with door drops and a blueprint for the perfect unaddressed mail campaign.
Direct-Mail Appeals Prompt Many Online Gifts, Study Finds
14 percent of donors who gave at least $20 to charity in the previous year said that they had received a direct-mail appeal and decided to go online to give, a new study has found. By comparison, only 6 percent of donors said an e-mail appeal had propelled them to give online.
2D Mobile Barcodes Spur High Response from 3.2 Million Austrian Direct Mailing
Find out how multichannel best practices for using 2D barcodes helped the Austrian Postal Service achieve their largest ever 2D code campaign.
Auto Manufacturer drives up sales with Disc Mailers
Porsche was looking to spark interest in — and sales for — its new line of SUVs, the German auto manufacturer last year enlisted a global supply chain services provider to help fashion a high-tech direct mail campaign that delivered the driving experience to motorists’ mailboxes.
Direct Mail Quick response codes
QR codes can turn a printed direct mail piece into an interactive mobile call to action, allowing static messages to become a quick-scan hyperlink to just about anything online
How Old-School Catalogs Help Drive Up Online Sales
I recently received an email from Internet Retailer promoting a piece of research which suggests that online shoppers that received a catalog in the mail spent on average 163 percent more than those that didn’t.One hundred sixty-three percent? That’s a big difference.
Integrating direct mail with digital media
It’s safe to say that the internet and other digital channels like email and SMS have been instrumental in driving the communications revolution we’re currently experiencing. For marketers, these new channels present yet another route to customers and have increasingly been part of a brand's overall marketing and communications strategy.
How mail can drive prompt payment
For small and medium sized enterprises mail can play a vital role in maintaining cash flow during challenging economic times. Pitney Bowes offers advice on making the mail channel deliver hard results.
Create mailers with compelling creative for a ‘must-open' response
Marketers squeeze maximum impact from their multidimensional and nontraditional shaped mailers with targeted creative packages. DM News experts explain successful strategies using unique mail pieces
How to make World Cup activity last longer than 90 minutes.
Mark Thomson, media director at the Royal Mail, explains how the short-term benefits that the World Cup can bring to brands can add long-term value.
Charities should rethink fundraising strategy, says research
Tough economic times pose new challenges for charity sector. With donors being choosier and more demanding than ever charities need to work harder and smarter.
Campaigns win place in An Post’s Rock Hall of Fame
An Post honoured 26 Irish businesses for ‘Work that Rocked’ in 2009. At An Post’s Direct Marketing Awards at the Mansion House on Thursday, 20th May, Irish businesses competed for awards marking the finest direct marketing campaigns.
Customer lifetime value: How to target your customer intimacy
Customer intimacy is valuable but expensive, so must be focused on the most valuable targets. Customer lifetime value is one way of doing this, says Jack Springman
Let sampling campaigns prove the power of your product
Product sampling continues to rank among the most effective tactics in the history of direct marketing, in part becasue of its ability to do what no other medium can: put a physical product in customers hands. Find out why product sampling works better than ever in this digital age
We scoop Best use of Digital Media at APMCs!
An Post’s Mail Media Unit's “Open your Mind (to the power of Direct Mail)” campaign featuring Ireland’s best known mentalist Keith Barry scooped ‘Best Use of Digital Media’ at the recent 2010 APMC (Association of Promotional Marketing Consultants) Star Awards.
Ten Ways to Mix Direct Mail and Social Networking
If you’re like many mid- to large-sized businesses today, you’re probably experimenting with online customer communities. But smart marketers realize that no single channel should be relied on to reach consumers. So we’ve decided to offer a few tips for those of you looking for fresh ways to mix your mail, digital and other media to promote an engaging marketing message.
Direct Mail: Trends for 2010
Direct mail has been around a lot longer than email marketing and other online media but through constant innovation it has remained as relevant as ever. We examine the key trends in this never-say-die sector.
Businesses can use direct mail to lower marketing spend and retain and win customers
With all the noise about social media, email marketing and mobile marketing, you could be forgiven for believing direct mail (DM) had gone the way of the dinosaurs. The truth is very different, however. A recent survey (Business Research - Amárach, January 2010) found that despite the growth of these new marketing channels, direct mail is, if anything, growing in popularity among marketers, writes Amie Peters.
Rock Strikes a Chord for Irish Business
An Post is setting the stage for one of the biggest marketing events of the year, the 2010 An Post Direct Marketing Awards. The An Post awards, themed “Work that Rocked” give recognition to the best of home-grown talent for ideas that rocked Irish business in 2009.
Making direct mail and email work together
Response increases across the board when direct mail and e-mail are combined in a multichannel campaign. If executed well, it should more than double! This two-ply marketing will strengthen your brand, especially if your marketing campaigns maintain a consistent look or theme across channels. You'll gain mindshare, and that will lead to greater ROI.
Recyclable product packaging and direct mail 'key to brands' green image'
Recyclable direct mail 'key to brands' green image'. New research commissioned by ONEPOST and jointly published by the Direct Marketing Association (DMA) and fast.MAP has revealed that the recyclability of product packaging and direct mail exerts the strongest force in shaping consumer perceptions of brands’ environmental credentials.
Banking rewards a hot trend in direct mail
You get rewarded for purchasing subs, gasoline and airplane tickets, so why not get rewarded from your bank for every purchase? Mintel Comperemedia, a service that provides direct marketing competitive intelligence, reports that in the first three quarters of 2009, nearly a third of checking direct mail offers (31%) promoted rewards for everyday banking. This compares to just 13% of offers tracked in 2007.
Firms hold fast to snail mail marketing
Despite prevalence of digital media, entrepreneurs find old fashioned direct mailings still key to winning customers. Looking to cut costs amid the recession, Alicia Settle initially thought it would be a good idea to eliminate her company's annual direct mailing.
Good data the key to effective DM
Marketers should never lose sight of the fact that high-quality, accurate data is the backbone of any direct marketing campaign, data guru John Wallinger told an An Post seminar recently
Lego rebuilds customer loyalty, brick by brick
A few years ago, Lego made the costly mistake of forgetting who its customers were. Today the customer is again front and centre of the company’s business strategy, writes Brian Skelly
Direct mail proves its value in integrated campaigns
Direct mail is the only advertising channel to show an increase in response rates so far this year, according to a study of marketing campaigns by media group OMG.
New Ps (and a Q) for data driven marketing
New Ps (and a Q) for data-driven marketing, Adrian Gregory, chairman of the IDM Data Council (UK) and chief executive, DQM Group shares his thinking:
Mail is the workhorse of b-to-b marketing
Business-to-business marketers seeking hard-to-reach prospects and looking to address their pain points and know that direct mail provides key benefits as part of an integrated campaign. Four experts share how it's done:
Keith Barry goes head to head with 32,000 Irish businesses
Keith Barry will play mind games with over 32,000 Irish businesses as An Post delivers the Open Your Mind mail drop to SME’s nationwide.
Cinnabon uses direct mail to reach small businesses
To launch a new product early next year, Cinnabon is considering double-dipping on a direct mail strategy from last year that got a 4.5% response rate from small businesses near its shops.
After test program, Ford rolls out more relevant direct mail strategy
Following a test earlier this year, Ford is launching a variable data print strategy for its direct mail program that will result in consumers receiving more than 1 million pieces of relevant mail annually, reports Chantal Todé from DMNews.com
Killer Ideas at An Post
With over 209 entries in this year’s An Post Direct Marketing Awards the judges, including creative guru Patrick Collister, had their work cut out delivering their final verdict on the ‘Killer Ideas’ of 2009.
TV Attracts. DM Connects
Powerful communications medium though it undoubtedly is, TV cannot do everything; it cannot engage consumers on every sensory level. Neither can direct mail. But together, they make an irresistible combination, argues Paul Loughrey, research and marketing manager, RTE Television.
Experiential Attracts. DM Connects
Experiential marketing is about conveying the essence of a brand through a personalised experience. Direct mail, too, is about treating the consumer as an individual. So, using them together as part of an integrated marketing campaign makes perfect sense, argues Ruairi Keogh, Director of Consumer, Slattery Communications
Business gurus show path to salvation
At An Post’s ‘Beat the Downturn’ conference, small businesses were told that they can again prosper but first they will need to get back to basics and manage their way through the tough times ahead. Brian Skelly reports
Digital Attracts. DM Connects
Uncertain economic times make it imperative that marketers know where their money is being spent and connect with customers in a very direct way. Individually, DM and digital do this very effectively but together they make a very powerful combination, argues Mark James, Client Services Director of digital consultancy Net Behaviour
Even Younger Demographics Prefer Direct Mail
My real estate friends casually condense their keys to prosperity in three elementary tips — location, location and oh, location. Success as a marketer, I counter, is just as simple — know your consumer, know your consumer and oh, know your consumer.
Outdoor Attracts. DM Connects
National yet local, fleeting yet memorable, unobtrusive yet unavoidable – outdoor provides the perfect foil for direct mail as part of an integrated marketing campaign, argues Pat Mannion, Commercial Director of JCDecaux.