Electronic and print direct mail

The key to effective direct mail is in the data – knowing who you want to reach, being sure that they are receptive to your offering and contacting them at the right time.

It can be a highly sophisticated marketing activity that really delivers (no pun intended) results; reinforcing your engagement with existing customers and opening opportunities with new ones. It’s measurable too – responses can be attributed directly to a specific activity.

And, pretty much everyone can be reached. The Royal Mail delivers to 99.9% of the UK population at 27 million addresses and, according to the Office for National Statistics, 70% of households have internet access (as at 28 August 2009).

Everyone loves the personal touch and, provided you follow the rules, direct mail can be very personal. It’s long been possible to personalise email; with advances in digital printing, Variable Digital Print now enables print to have a unique design for every individual recipient too.

However, the trick is to make it relevant because this reduces wastage. Greater relevance and greater impact can often be created by applying data that has been already provided by the customer.

Your message only goes to those you select. This means one-to-one communication, delivering more emotional intensity than any other medium. The creativity cuts through and gets people talking, demonstrating that if done properly, direct mail doesn’t need to be junk mail or spam.

So call Alex today on 0117 921 4551 extension 208 or contact us here to find out how Barneys can use direct mail to really deliver results for your business .

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