Beginners guide to Direct Mail?
Here at 121 Direct Mail we regularly review the Royal Mail marketing website, one article that caught our eye was really going back to direct mail basics, we have taken that article and added a few of our own thoughts which we trust you will find helpful and informative.
Want to tell people about your latest product, offer or opening, grow your reputation and brand, win new customers, or simply tell the story about your professional image? All of this and more can be achieved by direct mail.
Mailshots are proven as a brilliant form of advertising. More and more businesses, large and small, are still seeing the effectiveness of building customer relationships by post even with the advent of email as they see it as a reinforcement and directional pointing to their online activity.
Whether it’s a ‘warm’ highly personalised mailshot or a ‘cold’ unaddressed door drop, direct mail can be an extremely targeted, personal and creative way to engage people who are or could be your next customer.
At 121 Direct Mail we provide an insight into direct mail as a marketing tool and can take you step by step through the process of producing your own mailshot or door drop campaign.
Put your business in your customers’ hands
In every door there is a letterbox. Through those letterboxes are your customers, either at home or at work. The post arrives. They pick it up, and your business, your image, your product or service, your offer is in their hands.
You talk to them. You tell them your news. You make them an offer. You get a response. You close the sale. Then, over time, you need to keep talking to them as it’s far easier to sell something more to an established customer than to gain a new client. If you build a good relationship, they become loyal, lifelong customers, buying your products and services time and time again, and recommending you to their friends.
The sceptics may say “Yes, that’s the theory, but that doesn't really happen in the real world,” Only it does: it's called direct mail marketing. It can be a mailshot (personally addressed advertising) or a door drop (unaddressed advertising sent to specific postcode areas).
Direct Mail is used by all types of businesses, in all sectors, to acquire customers, retain them and encourage them to spend more. It's a highly targeted, highly personal, highly successful form of marketing that's worth over £25 billion in sales revenue each year in the UK alone.
So how does it work?
Target, Target, Target
Whether targeting consumers (b2c, business-to-consumer) or businesses (b2b, business-to-business), mail is a precise and personal form of marketing. It's one of the few media that enables you to know exactly who you are talking to, where they live and what interests them.
Information about your customers is crucial to any mailshot. This may already exist in its most basic form as a list of your existing customers’ names and addresses. Or you can buy a list of potential customers to match your target audience from our sister company Mailing Lists UK.
Refining your customer information helps to target your audience more accurately for more effective mailings. It can also provide a clearer understanding of the person. What age are they? What income? Are they male or female? Are they avid readers, or into sports and exercise? Do they give to good causes, or are they keen investors? The more information you can draw on, the more precise you can be in your targeting.
The aim is to put information in the hands of those people who are more likely to want to hear from you, and therefore more likely to respond and spend.
Dear “Personalised”, Dear Friend
Mailshots, also known as direct mail, are the highly personalised form of marketing by mail. You have known names and addresses of either existing customers (a ‘warm’ list) or people who fit your target audience and are potential customers (a ‘cold’ list).
Door drops, sometimes known as door-to-door, are the unaddressed form of marketing, where you don't have the names of the people you want to reach. These mailings can be very similar in form and content as personalised mail, but are delivered to areas (districts and postcodes) that fit your target audience's profile or a catchment area for your shop or services.
Both forms of mail can be used individually or together in any campaign, and often play key roles in wider, integrated campaigns using TV, radio, press, web and outdoor advertising.
RSVP
People respond to mail like no other media. They really read it. Research shows that people can spend up to 10 minutes reading mailshots. They digest the information in their own time and at their own pace, and then decide to act, or not.
Mail provides businesses with a discrete, individualised environment to get a response from an individual customer. And there are many tools and techniques that can be used to help you get that response.
The first and most important is to have a compelling reason for the customer to respond (a fantastic offer…only available from this mailshotl…for a limited period only…etc) and then provide the customer with the easiest way to respond, be that freepost, freefone or online. The very medium of a mailshot offers you the chance to be more engaging, more persuasive and even more detailed in what you have to say and sell, you have already got their attention with the letter in their hands, so now you can deliver your sales message in the best possible way to gain a RSVP.
A Flexible Medium
Longer, more persuasive messaging, with deeper, richer information. Mailshots allow you to set out your stall in as structured and as engaging a style as you wish. start collecting mailshots that land on your doormat and see the styles they use to persuade, if you are a small company “steal with pride” the ideas and styles used successfully by the big boys!
Mailshots and door drops can be created in many different formats and often include one or any number of the following items:
Letters and postcards
Leaflets
Brochures
Catalogues
CD’s / DVDs
Samples
The key thing is to exploit mail as an exciting and engaging medium. It is one of the few media that can affect all the senses - sight, sound, smell, taste and touch.
Creative and well thought through mailshots really do help get your message across, and solicit that all important response. The possibilities are restricted only by imagination, budget...and the size of the standard letterbox.
Postage Discountswhen costing your mailshot, don’t fall into the trap of just using standard 1st or 2nd class postage costs as discounts on postage are available for most mailshots. Discounts vary dependent on volume, size and weight of the direct mail piece. Ideally it is worth discussing this very early on with a direct mailing fulfilment company like 121 Direct Mail, who will be happy to advise you on the best solution for discounts on your mailing.
Licking the Envelopes
How often have we heard about DIY mailshots where a full team of admin staff are printing 1000’s of letters on their desktop printers, then spending days folding and inserting them into envelopes, licking the envelope and putting an address label and stamp on the front….. What a waste of time and effort…..121 Direct Mail fully automate that whole process and send out 1000’s of letters and mailings every day. You also don’t have to be sending millions to make it cost effective, postage discounts given on a few 1000 letters, are often greater than the cost of printing and inserting the letters, and its done in a quarter of the time, leaving your staff to get on with what you pay them to do!
If you are considering a mailing to your customers or prospective customers, then why not get in touch with 121 Direct Mail today and see just how much more efficient and productive your next sales campaign could be.
Facts about marketing by mail
Mail has the power to change the way people think and feel about you, because you can make it so personally relevant.
Mail is engaging. Consumers spend on average 10 minutes reading mailshots. Compare the cost of that length of exposure against other media such as TV.
Mail is a tangible form of advertising. It gives you a physical presence in your customers’ home or office, and can literally put your product in their hands.
Mail can be targeted to reach very specific audiences - almost every individual, household and business in the UK can be reached by mail.
Mail can support and deepen relationships with your customers, building awareness as part of integrated campaigns, or involving customers with your business as part of ongoing, two-way communications. It can provide one of the few opportunities for people who actually use your product or service to tell you how they use it, why, and what else they would like from you.
Doordrops (unaddressed mail) offer you the chance to talk to people you don't know. You can profile and target lists of likely customers - either in broad geographic or lifestyle bands, or through the use of highly specific street-by-street or even door-by-door data.
It is estimated that consumer mailshots generate more than £25 billion of business each year. For every £1 spent, £14 is generated.
Mailshot expenditure has increased by 155% in the last 12 years.
22 Dec 2010
10 Dec 2010
Exhibition Stands-“Fail to plan - Plan to fail”
As we enter a new year, its time for the exhibitions and annual trade shows to start, which for lots of companies is the preferred way to meet lots of new and old customers and tie up deals in a short space of time. Shows allow you to fill the order books and collect lots of new leads for the sales teams to follow up, so if you do it right, exhibitions are now one of the most important parts of building and promoting your business.
Always remember that what you take to a show needs to stop and impress the wanderer. In today’s high profile world, it’s generally the last minute exhibitor that has a shell scheme stand with a poor selection of ‘just got here’ - pop-up displays and a few products scattered about, which today just doesn’t cut the mustard. All around them there will be competitors that have planned and invested in same size purpose built, brand enhancing stands which faultlessly show off their fantastic new products and services under bright lights and display graphics. Ironically they might not have spent much more budget in presenting their company, but they are now in a perfect situation by creating a “wow factor” and endorsing their obviously superior corporate branding to a much wide audience.
However as we all know attending any trade show requires a fairly substantial investment of both time and marketing budget, so we all need to consider how you can make your company’s exhibition stand more successful?
The old adage of “fail to plan and you plan to fail!” has never been used so much when it comes to organising the set up of a successful exhibition stand. The initial question that all businesses need to ask is “Is this the correct show for us?” It is imperative to establish and understand why your target customer audience attends particular shows and exhibitions, you can then confidently purchase space at these appropriate ones. One way of checking this is to get on the phone and talk to a number of customers and ask them which shows they will be visiting and why…do they match your list? Building a stand at a trade show with the wrong customers attending will be a waste of time and budget. You should also check in trade show directories for lots more ideas.
It is generally understood that prospects wandering around an exhibition are definitely looking for free stuff, and every business having a stand at a trade show knows this, so build in some budget to invest in some promotional items to entice customers on to your stand. Sweets, badges and rulers that are easily and quickly forgotten, won’t do much for your branding and company, so consider your giveaways carefully and invest in something useful. Today a branded, eco-friendly “bag for life” is a good item, because potential customers will carry it around the show and collect items from other companies in it. But, it is your company branding on the front of the bag forever, so it is the one they will remember. Don’t forget pens and a “things to do today” pad where the first printed note is ‘Call your company today on 0800 123456’ these items are used all the time and with your branding, name and number on it, will serve to remind the potential customer who you are and that they should get in touch again.
A clever, yet very successful trick used by a few companies is to print, special exhibition business cards, with contact details and a picture of your company’s new or highest profile product on. Everyone can hand these out and if necessary just write their own name on the card. Traditional business cards with just a name and your company logo on may not be a big enough reminder as to the conversation and products your company offer. However ‘A picture says a 1000 words!’ and will remind someone of the reason they took your card in the first place.
Exhibitions are still one of the most profitable methods of marketing your brand, services and products. With a planned investment of time and budget, it can be very profitable if done correctly. If with just a little planning you can pick up orders, new customers and have your potential customer wander away with your name imprinted on their memory, is will be well worth it in the long run.
The first step in planning is to contact Display Exhibitions, for information, assistance and design ideas on a wide selection of cost effective purpose built displays and rental stands, call John Ratcliffe on 0845 838 6309 or visit www.displayexhibitions.co.uk
Always remember that what you take to a show needs to stop and impress the wanderer. In today’s high profile world, it’s generally the last minute exhibitor that has a shell scheme stand with a poor selection of ‘just got here’ - pop-up displays and a few products scattered about, which today just doesn’t cut the mustard. All around them there will be competitors that have planned and invested in same size purpose built, brand enhancing stands which faultlessly show off their fantastic new products and services under bright lights and display graphics. Ironically they might not have spent much more budget in presenting their company, but they are now in a perfect situation by creating a “wow factor” and endorsing their obviously superior corporate branding to a much wide audience.
However as we all know attending any trade show requires a fairly substantial investment of both time and marketing budget, so we all need to consider how you can make your company’s exhibition stand more successful?
The old adage of “fail to plan and you plan to fail!” has never been used so much when it comes to organising the set up of a successful exhibition stand. The initial question that all businesses need to ask is “Is this the correct show for us?” It is imperative to establish and understand why your target customer audience attends particular shows and exhibitions, you can then confidently purchase space at these appropriate ones. One way of checking this is to get on the phone and talk to a number of customers and ask them which shows they will be visiting and why…do they match your list? Building a stand at a trade show with the wrong customers attending will be a waste of time and budget. You should also check in trade show directories for lots more ideas.
It is generally understood that prospects wandering around an exhibition are definitely looking for free stuff, and every business having a stand at a trade show knows this, so build in some budget to invest in some promotional items to entice customers on to your stand. Sweets, badges and rulers that are easily and quickly forgotten, won’t do much for your branding and company, so consider your giveaways carefully and invest in something useful. Today a branded, eco-friendly “bag for life” is a good item, because potential customers will carry it around the show and collect items from other companies in it. But, it is your company branding on the front of the bag forever, so it is the one they will remember. Don’t forget pens and a “things to do today” pad where the first printed note is ‘Call your company today on 0800 123456’ these items are used all the time and with your branding, name and number on it, will serve to remind the potential customer who you are and that they should get in touch again.
A clever, yet very successful trick used by a few companies is to print, special exhibition business cards, with contact details and a picture of your company’s new or highest profile product on. Everyone can hand these out and if necessary just write their own name on the card. Traditional business cards with just a name and your company logo on may not be a big enough reminder as to the conversation and products your company offer. However ‘A picture says a 1000 words!’ and will remind someone of the reason they took your card in the first place.
Exhibitions are still one of the most profitable methods of marketing your brand, services and products. With a planned investment of time and budget, it can be very profitable if done correctly. If with just a little planning you can pick up orders, new customers and have your potential customer wander away with your name imprinted on their memory, is will be well worth it in the long run.
The first step in planning is to contact Display Exhibitions, for information, assistance and design ideas on a wide selection of cost effective purpose built displays and rental stands, call John Ratcliffe on 0845 838 6309 or visit www.displayexhibitions.co.uk
9 Dec 2010
Christmas Postal Deadlines 2010
121 Direct Mail would like to offer all its customers a Merry Christmas and a prosperous New Year.
In order for you and your business to ensure your cards, parcels and mailshots land on time, here is a definitive list of Christmas posting times from Royal Mail.
Should you have any questions regarding pre-Christmas or New Year volume mail deliveries, please do not hesitate to contact Linda Cook, MD at 121 Direct Mail
Children’s Santa Mail is now available. Get your letters to Santa off early this year.
In order for you and your business to ensure your cards, parcels and mailshots land on time, here is a definitive list of Christmas posting times from Royal Mail.
Should you have any questions regarding pre-Christmas or New Year volume mail deliveries, please do not hesitate to contact Linda Cook, MD at 121 Direct Mail
Children’s Santa Mail is now available. Get your letters to Santa off early this year.
Phenominal returns from charitable direct mailings
121 Direct Mail is in agreement with a survey commissioned by TNT Post investigating consumer attitudes to charity mailings which has revealed that Britain is a nation of givers.
121 Direct Mail already work with a number of charities and are ideally set up to discuss and advise fundraisers on the best ways to trial direct mail to the database of supporters they have for their organisation.
The survey found that almost half of Brits (47%) regularly contribute to a specific charitable cause and a quarter (25%) makes a charitable donation on an ad hoc basis each month. A third (33%) of people who make a donation are prompted by mail received from a charity, demonstrating that consumers actively react to physical mail appeals.
Furthermore, over half (57%) of those who chose to respond to mail appeals responded via post to make their donation, offering charities a real return on direct marketing spend. The survey found that direct mail is one of the most consistent channels for donation response rates. Mark Davies, Managing Director of TNT Post Doordrop Media commented: “Physical mail is still one of the most effective methods for direct engagement, both for charities and across sectors. The survey results show that in terms of measurable return on investment both direct mail and doordrops remain the most reliable and consistent direct marketing channels for charities.”
Samatha Wilson, marketing manager of Fundraising Standards Board added: “Direct mail has long been a mainstay of fundraising and these latest figures confirm that when done well, it continues to be a successful tool for fundraising.”
To find out more about how 121 Direct Mail can add value to your Charity DM campaign contact Linda Cook today on 0845 4000 121 or Linda@121directmail.co.uk
121 Direct Mail already work with a number of charities and are ideally set up to discuss and advise fundraisers on the best ways to trial direct mail to the database of supporters they have for their organisation.
The survey found that almost half of Brits (47%) regularly contribute to a specific charitable cause and a quarter (25%) makes a charitable donation on an ad hoc basis each month. A third (33%) of people who make a donation are prompted by mail received from a charity, demonstrating that consumers actively react to physical mail appeals.
Furthermore, over half (57%) of those who chose to respond to mail appeals responded via post to make their donation, offering charities a real return on direct marketing spend. The survey found that direct mail is one of the most consistent channels for donation response rates. Mark Davies, Managing Director of TNT Post Doordrop Media commented: “Physical mail is still one of the most effective methods for direct engagement, both for charities and across sectors. The survey results show that in terms of measurable return on investment both direct mail and doordrops remain the most reliable and consistent direct marketing channels for charities.”
Samatha Wilson, marketing manager of Fundraising Standards Board added: “Direct mail has long been a mainstay of fundraising and these latest figures confirm that when done well, it continues to be a successful tool for fundraising.”
To find out more about how 121 Direct Mail can add value to your Charity DM campaign contact Linda Cook today on 0845 4000 121 or Linda@121directmail.co.uk
8 Dec 2010
121 Direct Mail considers The VAT on Royal Mail postage services
News has been circulating from the Royal Mail's press team that the Government has announced that VAT at the standard rate will apply to certain postal services from 31st January 2011.
The majority of Royal Mail’s customers will not be affected by this change. Most services will remain exempt from VAT, in particular, First and Second Class stamped and franked mail and standard parcels. You won’t pay VAT when you buy stamps.
The full list of products liable to VAT from 31st January 2011, which also provides further information about prices, is available at www.royalmail.com/vat
Royal Mail will write to account customers directly affected by these changes.
Prices
Royal Mail is not increasing the prices of any UK services on 31st January 2011; and will only apply VAT to existing prices for the services affected.
Further advice
Many businesses can recover their VAT, but some cannot. For professional advice we suggest customers contact their Finance department, Accountant or Tax Advisor. Royal Mail cannot provide tax advice.
International contract mail
From 31st January 2011 international contract services to EU countries will be liable to VAT. You won’t see the names of all these services in the lists on the website at www.royalmail.com/vat because Royal Mail is currently improving and simplifying its international contract range. More details will be available in December.
Franked mail
Franking customers will not be able to buy affected products using a standard franking machine from 31st January 2011. They will still be available on a “smart” franking machine which can handle VAT. Customers can speak to their franking supplier to find out more.
Online postage
Customers will not be able to buy affected services on SmartStamp® and Online Postage for a while. They can still buy them at Post Office® branches and on account.
These are some of the services Royal Mail will charge VAT on:
Express and Tracked services
· Special Delivery 9.00a.m. Stamp, Franking and Account
· Special Delivery Next Day Account
· Royal Mail Tracked and Tracked Next Day
· Royal Mail Sameday
International Services (VAT will only be added to EU destinations)
· International Contract Services
· International Airsure
· International Admail and Admail Packets
· International Redirections
Advertising, Catalogues and Magazine Services
· Big Book
· Royal Mail Heavyweight
· mailmedia
Unaddressed Mail
· Door to Door
Receiving and Managing Mail Services
· Keepsafe
· Timed Delivery
· Early Extraction
· Early Collect
· Selectapost
Other Services
· Business Mail Secure
· Admail
· Local Collect
· Callers Services
· Rural Deliveries
· Rural Carriage of Goods
Contract Services
· Presorted Delivery
· Mailroom Management
· Mailroom Consulting Services
· Royal Mail Relay
These are some of the services that remain exempt from VAT
UK Services
· First and Second Class (Stamped, Franked and PPI)
· Special Delivery Next Day (Stamped and Franked)
· Standard Parcels
· Recorded Signed For
· Cleanmail, Cleanmail Plus and Cleanmail Advance
· Mailsort (70, 120, 700 and 1400)
· Walksort
· Presstream
· Sustainable Mail
International Services
· International Airmail
· International Surface Mail
· All HM Forces Mail
The majority of Royal Mail’s customers will not be affected by this change. Most services will remain exempt from VAT, in particular, First and Second Class stamped and franked mail and standard parcels. You won’t pay VAT when you buy stamps.
The full list of products liable to VAT from 31st January 2011, which also provides further information about prices, is available at www.royalmail.com/vat
Royal Mail will write to account customers directly affected by these changes.
Prices
Royal Mail is not increasing the prices of any UK services on 31st January 2011; and will only apply VAT to existing prices for the services affected.
Further advice
Many businesses can recover their VAT, but some cannot. For professional advice we suggest customers contact their Finance department, Accountant or Tax Advisor. Royal Mail cannot provide tax advice.
International contract mail
From 31st January 2011 international contract services to EU countries will be liable to VAT. You won’t see the names of all these services in the lists on the website at www.royalmail.com/vat because Royal Mail is currently improving and simplifying its international contract range. More details will be available in December.
Franked mail
Franking customers will not be able to buy affected products using a standard franking machine from 31st January 2011. They will still be available on a “smart” franking machine which can handle VAT. Customers can speak to their franking supplier to find out more.
Online postage
Customers will not be able to buy affected services on SmartStamp® and Online Postage for a while. They can still buy them at Post Office® branches and on account.
These are some of the services Royal Mail will charge VAT on:
Express and Tracked services
· Special Delivery 9.00a.m. Stamp, Franking and Account
· Special Delivery Next Day Account
· Royal Mail Tracked and Tracked Next Day
· Royal Mail Sameday
International Services (VAT will only be added to EU destinations)
· International Contract Services
· International Airsure
· International Admail and Admail Packets
· International Redirections
Advertising, Catalogues and Magazine Services
· Big Book
· Royal Mail Heavyweight
· mailmedia
Unaddressed Mail
· Door to Door
Receiving and Managing Mail Services
· Keepsafe
· Timed Delivery
· Early Extraction
· Early Collect
· Selectapost
Other Services
· Business Mail Secure
· Admail
· Local Collect
· Callers Services
· Rural Deliveries
· Rural Carriage of Goods
Contract Services
· Presorted Delivery
· Mailroom Management
· Mailroom Consulting Services
· Royal Mail Relay
These are some of the services that remain exempt from VAT
UK Services
· First and Second Class (Stamped, Franked and PPI)
· Special Delivery Next Day (Stamped and Franked)
· Standard Parcels
· Recorded Signed For
· Cleanmail, Cleanmail Plus and Cleanmail Advance
· Mailsort (70, 120, 700 and 1400)
· Walksort
· Presstream
· Sustainable Mail
International Services
· International Airmail
· International Surface Mail
· All HM Forces Mail
Big postage discounts availble from Royal Mail
At 121 Direct Mail we are working closely with Royal Mail to support an initiative for advertisiers that have been away from Direct mail for a couple of years or those companies that have never tried it and are looking for an excent wayto talk to their costomers.
Direct Mail is a powerful medium. It’s targeted, has a great ROI and offers great cut through in a digital world. In fact we are so sure of its potential we are offering your customers a postage credit for their first 3 mailings, so they can see the results themselves.
If your customers haven't used Direct Mail to advertise for at least 24 months or more, Or they are new to Direct Mail, Royal Mail are offering savings, by way of a postage credit, of up to 25% on selected services.
We want to help your customers find out how Direct Mail can work for them, so we are offering a 25% credit* on their first mailing, a 20% credit* on their second mailing and a 15% credit* on thier third mailing.
The credits are applied to either your Royal Mail account or your customers Royal Mail account, after the mailing has been completed and the Scheme’s eligibility criteria met. The credits are on top of our existing prices and applicable discounts.
We can also help you to help your customers increase the effectiveness of their mailings as we have a range of experts available to help get more from Direct Mail or multi-channel campaign. Whatever your customers campaign aims, our media, data, B2B and international experts are on hand to share their insights - and help you build an effective integrated Direct Mail campaign.
For those interested in advertising abroad, we’re also offering savings on our international prices if you haven’t used Direct Mail to advertise internationally for at least 24 months.
To find out more, please contact Linda Cook at 121 direct mail or call her on 0845 4000121
Many thanks
*Terms and conditions and exclusions apply. Offer is dependent on acceptance of application. First time International Direct Mailings earn postage credits up to 10%
Direct Mail is a powerful medium. It’s targeted, has a great ROI and offers great cut through in a digital world. In fact we are so sure of its potential we are offering your customers a postage credit for their first 3 mailings, so they can see the results themselves.
If your customers haven't used Direct Mail to advertise for at least 24 months or more, Or they are new to Direct Mail, Royal Mail are offering savings, by way of a postage credit, of up to 25% on selected services.
We want to help your customers find out how Direct Mail can work for them, so we are offering a 25% credit* on their first mailing, a 20% credit* on their second mailing and a 15% credit* on thier third mailing.
The credits are applied to either your Royal Mail account or your customers Royal Mail account, after the mailing has been completed and the Scheme’s eligibility criteria met. The credits are on top of our existing prices and applicable discounts.
We can also help you to help your customers increase the effectiveness of their mailings as we have a range of experts available to help get more from Direct Mail or multi-channel campaign. Whatever your customers campaign aims, our media, data, B2B and international experts are on hand to share their insights - and help you build an effective integrated Direct Mail campaign.
For those interested in advertising abroad, we’re also offering savings on our international prices if you haven’t used Direct Mail to advertise internationally for at least 24 months.
To find out more, please contact Linda Cook at 121 direct mail or call her on 0845 4000121
Many thanks
*Terms and conditions and exclusions apply. Offer is dependent on acceptance of application. First time International Direct Mailings earn postage credits up to 10%
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