A Free Guide to Personalisation and Direct Mail

A Guide to Personalisation and Direct Mail- how personalisation can improve ROI by 300%

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    Guide to Direct Mail White Paper

    A Simple Guide to Direct Mail

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      4 Reasons to Fall in Love with Direct Mail Marketing

      4 Reasons to Fall in Love with Direct Mail Marketing

      The digital era has amplified opportunities for marketers to reach consumers in real-time and with increasing personalisation, but with people receiving an average of 10,000 marketing messages daily*, it has also become increasingly difficult to stand out. The challenge is formulating a message that will cut through the noise and be recognised by your consumer but considering the saturation of the digital channel how do you achieve this goal? Following the crowd and investing most of your marketing budget into digital, will most likely not maximise the returns. So why not zig when everyone zags and consider more traditional forms of direct marketing such as direct mail?

      Direct mail has many unique advantages that other marketing channels do not have. The opportunity to engage senses, especially the power of touch triggers an emotional reaction and a much higher engagement and recall rate than digital. Furthermore, Paperplanes takes a data-driven approach to mail, making use of the science behind it, tailoring the copy and creative to audience segments and analysing results along the way for consistent campaign optimisation. We can’t help falling in love with this new way of approaching direct mail and here are four other attractive traits which we think will make you head over heels.

      Mail has a Higher Recall Rate


      According to neuroscience research which measures the response of the subconscious brain to messages, direct mail activates areas of the brain responsible for long-term memory. This is crucial to marketers as messages which are stored for longer than one minute can influence purchase intent and inspire action. According to The Joint Industry Committee for Mail, 31% of all addressed marketing mail results in a commercial action. Furthermore, IPA Touchpoints reported that as a result of receiving mail, 37% of people bought or ordered something in the past 12 months.

      This shows how direct mail, when incorporated into your marketing efforts can help increase brand recall and recognition, consequently, encouraging consumers to finalise purchase or further engage with the brand, leading to conversions and a high ROI. Compared to email, mail can trigger a 49% higher recall rate and 35% higher than social media advertising *.

      The Five Senses


      While most marketing techniques only engage the consumer’s sight, mail provides an immersive experience by engaging all of your senses but especially the sense of touch. This not only helps increase recall rates as mentioned before but grasps consumers undivided attention. The physical appeal of mail together with personalised messages, makes the consumer feel appreciated and valued while respecting their inbox space. Recent research by the Royal Mail on measuring mail’s effectiveness through neuroscience, claims that people are likely to give mail their 65% full attention compared to 35% for email marketing. Furthermore, 70% of people said that receiving mail gives them a better impression of the company.

      Making consumer’s feel valued and recognised is key to re-marketing. The combination of physical media with personalisation can do exactly that. When working with Smartphoto, (pioneers of digitalised photos and personalised gift), we were able to outline firsthand that personalisation makes or breaks a campaign. Mail featuring the products and categories consumer’s had previously engaged with whilst browsing the website, generated a 350% uplift in conversion compared to a standard generic creative.

      See more case studies here

      Age is Just a Number


      As an older form of marketing, mail is also traditionally associated with an older demographic, limiting perceived reach or effectiveness for targeting younger generations. However, this is just a myth as mail can make a lasting impression regardless of the age. Further research from Royal Mail showed that brain responses to mail for those over and under 35 had higher encoding and engagement responses than for social media advertising. The Life Stages of Mail study, also outlined that young adults living in shared accommodations were 75% more likely to buy or order something as a result of mail.

      Effectively targeting millennials poses an ongoing challenge to marketers, and despite engagement on mobile and app-based technologies being high, this should not stop you from considering other options such as the post box. Millennials actually value real interactions with brands and as stated by Gallup, not only do 36% of people under 30 claim to look forward to reading their mail but 95% of 18 to 29-year-olds have a positive reaction to personalised mail*.

      International cosmetics brand, Benefit, sees millennials as a key target demographic and saw a 60% uplift on featured products when working with us.

      4 reasons to fall in love with direct mail marketing

      A Match Made in Heaven


      Direct mail can be easily incorporated as part of your current digital marketing mix. When adding direct mail to their already advanced social media strategies, OTTY noted that browsers were 30% more likely to return to site after receiving mail. Integration and a multi-channel approach is key to a strong and steady marketing strategy. According to Royal Mail research, the time spent looking at social ads increased from an average of 3.3 seconds for those who had not seen mail to 4.3 seconds for people who had previously seen mail, spending 30% longer.

      When planning out your marketing budget if you consider investing in direct mail together with your current digital efforts, it can significantly leverage engagement, conversions and response rate. By incorporating mail prior to online display, email and social media advertising, the consumer stands more chance of having your brand already encoded in their memory and will pay more attention to all forms of marketing, increasing intent of purchase and the engagement in consumption actions.


      Final Thoughts


      Although direct mail is an underrated channel by many marketers there are plenty of reasons to fall back in love with the channel. The four reasons outlined will hopefully make you reconsider it as an effective, memorable and non-intrusive marketing mechanic that can cut through the noise and get your brand noticed in a digitally-dominant world. Paired with your current marketing strategy, you’re guaranteed results. Contact us for a free demo or just to chat here.

      *How To Cut Through The Noise And Connect With Customers, American Marketing Association, 2018.
      *https://www.marketreach.co.uk/resources/measuring-mail-with-neuroscience
      *https://www.marketreach.co.uk/sites/default/files/RM_MarketReach_Mail-Cuts-Through-Report_0.pdf
      *https://www.uktech.news/how-to-market-to-millennials-20200131


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      OTTY: 4.5% incremental conversion in sales created

      With the Help of Programmatic Direct Mail, OTTY saw average basket value for mailed group 20% higher than a standard completed basket.


      The Context


      OTTY offers customers high-quality mattresses and sleeping accessories to aid a good nights sleep. The OTTY Original Hybrid includes five innovative layers.

      OTTY were interested to see if the utilisation of direct mail as part of their customer contact strategy could drive any incremental sales. We were also interested to see if a free shipping incentive would drive a stronger performance than creative without an offer but focused on social proofing (ratings and reviews).

      The Action


      Paperplanes and OTTY partnered to identify the right creative and technical strategy to generate the incremental sales required. What started as an A/B test on abandoned basket, rolled into recommendations for incentivised second purchase to grow customers’ overall basket spend and a last chance follow up mailing to stimulate even stronger sales.

      The Results


      4.5% incremental conversion in sales created

      • Browsers 30% more likely to return to site after mailing
      • Average basket value for mailed group 20% higher than a standard completed basket.
      • ROI 7 times stronger than initial investment for abandoned basket even before further methods for optimisation explored.
      • Copy makes a difference! The creative with trust pilot reviews and softer tone performed better than discount variant with a more direct reference to items abandoned.

      Testimonial


      “I was interested to see if direct mail could actually measure up against our advanced social media and paid search strategies. Having seen the way Paperplanes operates and the results they generated I now have confidence that the postal channel can make a difference. Especially when creative is optimised utilising the insight Paperplanes provides.”

      Head of Marketing, OTTY Sleep

      I now have confidence that the postal channel can make a difference.


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      Direct Mail for 2021- in 2020 Paperplanes saw a 23% average conversion rate

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        DIRECT MAIL FOR Black Friday-3

        Should You Consider Direct Mail for Black Friday 2021?

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          direct mail results hearst

          Hearst: 500% Increase in Site Traffic

          With the Help of Programmatic Direct Mail, Hearst saw double conversion rates and low CPA rates


          The Context


          Hearst is a leading global, diversified media, information and services company with more than 360 businesses. Hearst offers premium content and experience with an overarching purpose: to help people get more out of life.

          Hearst was keen to experiment with programmatic direct mail and evaluate if it can increase customer engagement online as well as the overall conversion rate of people who browse subscriptions but abandon before purchase.

          The Action


          Paperplanes and Hearst partnered together to scope the best approach for launching programmatic direct mail. It was agreed early on that triggering relevant, personalised follow-up to customers who browsed subscriptions on the Hearst website but did not go through to make a purchase would be a good start.

          Paperplanes integrated with Hearst’s website to identify any abandoned sessions not completed within 24 hours. Creative concepts highly personalised around each title browsed were constructed to offer the right kind of personalisaion without the need for further incentive.

          hearst paperplanes case study

          The Results


          Hearst saw double conversion rates and low CPA rates

          68% uplift to Hearst’s key feature titles.
          500% increase in overall traffic to site from the mailed universe.
          Strong CPA level of £9, worked out more cost-effective than other digital re-targeting strategies.
          Double conversion rate for mailed universe vs typical standard web browsers

          Testimonial


          “We were looking for a solution to increase our conversion rate on our e-commerce site and were excited by the strategy offered by Paperplanes. The results were really impressive and worked out more cost-effective than some of our other acquisition channels. Results from the initial basket follow up have enabled us to the pilot phase with Paperplanes and we look forward to a long-term partnership focused on continued optimisation.“

          Digital Marketing and CRM Director, Hearst

          The results were really impressive and worked out more cost-effective than some of our other acquisition channels


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          direct mail: Dead on arrival or alive and kicking?

          Direct Mail: Dead on Arrival or Alive and Kicking?

          In the digital era, direct mail may seem ‘old-school’. After all, with a multitude of choices to reach customers across online channels, why would it make sense to advertise elsewhere? Maybe the overreliance on digital is the reason! With such a plethora of options, people’s attention span can become scattered across various social media platforms which are flooded with impersonal and mainstream marketing techniques. Direct mail, on the other hand, captures the consumer’s attention by triggering personalised and relevant marketing which respects your consumer’s personal space and utilises a channel that will get your brand noticed and remembered. Nothing beats the physical appeal of direct mail.

          Here are some other reasons to consider when determining if direct mail could work for you.


          Want Direct Responses?


          According to the Direct Marketing Association (DMA), direct mail achieves a 4.4% response rate in comparison to 0.12% for email, being 10 to 30 times higher than that of digital*. It is generally considered that consumers now have digital fatigue and oversaturated inboxes cluttered with marketing emails means that they are much more accepting of less intrusive channels such as direct mail.

          The The Five Senses


          Direct mail has a quality which email cannot obtain. It is tangible, triggering your senses as you get the mail, open it, read it. It is an overall sensory experience whereas email is just a click away from being deleted or falling into your spam.

          According to a study by UK Royal Mail, The Private Life of Mail, “Giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience.”*

          Direct mail leaves an emotional impact, making it more likely for your brand to be remembered and improving your customer relationship.

          What About Millennials?


          Some might think the younger generations are glued to their iPhone and Android screens and therefore not relevant for postal marketing targeting. This same audience typically associates DM to a mature demographic. This, however, is far from the truth.

          The emotional appeal resonated with DM is applicable to Millennials as well. As stated by Gallup, not only do 36% of people under 30 claim to look forward to reading their mail but 95% of 18 to 29-year-olds have a positive reaction to personalised mail*.

          Final Thoughts


          Don’t discard the option and opportunities that direct mail can provide to your marketing mix. Although letters may seem like a blast from the past, with the digital exposure flood and the impersonal content served up, we still look forward to receiving a tangible and personalised letter to make us feel special. And as a result, as a brand, you will have an increased chance of being remembered, achieving incremental uplift and conversions as a result.

          Sources


          *https://www.forbes.com/sites/forbescommunicationscouncil/2017/08/30/why-direct-mail-marketing-is-far-from-dead/#34f3c23c311d

          *https://www.marketreach.co.uk/resources/private-life-of-mail-report

          *https://news.gallup.com/poll/182261/four-americans-look-forward-checking-mail.aspx

          https://www.modernmarketingpartners.com/2018/02/16/direct-mail-dead/ 


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          Paperplanes BOTB Case Study

          BOTB: 50% Higher Return Rate for Mailed Universe

          With the Help of Programmatic Direct Mail, BOTB Saw a 50% Higher Return Rate


          The Context


          BOTB (Best of the Best plc) offers customers the opportunity to win their dream car.

          They have been running competitions since 1999 and have given away over £34 million of prizes. Every week there are guaranteed winners, Dream Car, Midweek & Lifestyle competitions.

          BOTB was interested to see if partnering with Paperplanes would allow them to engage with clients in new ways, and deliver relevant education at the correct time. They had used DM previously but never to any measurable success.

          The Action


          Paperplanes and BOTB collaborated to understand the right strategy for programmatic direct mail to drive engagement and sales. Customers were more likely to remain engaged if they came back to play once in 60 days so we decided to test the difference between sending content between 0-30 and 31-60 days.

          Paperplanes worked with a sub-set of 6,000 customers that signed up to BOTB to trigger a month 1/month 2 follow up. Would a personalised, educational letter and incentive make a difference after 30 days or 60 days?

          BOTB direct mail

          The Results


          • 31% of customers receiving the campaign in month 1 went onto play.
          • 26% of customers receiving the campaign in month 2 came back to play.
          • Return rate was 50% higher for those mailed vs those not mailed in the 60-day group.
          • Whereas both campaigns did very well on conversion we also detected incremental revenue on top of incremental engagement from the 60-day group that led to strong ROI.

          Testimonial


          “Previously we tested an alternative approach to Direct Mail without the demonstrable success we were looking for. Partnering with Paperplanes gave us a more dynamic option, allowing us to speak to the right people with content they need, at the right time. Alongside a targeted testing-plan we were not only able to achieve uplift of 50% in the short term but ongoing longer-term impacts too.

          Paperplanes are fantastic at making the entire process very straightforward and digging into the data to help us learn and optimize for future engagement with our audience.”

          Head of CRM, BOTB

          Partnering with Paperplanes gave us a more dynamic option, allowing us to speak to the right people with content they need, at the right time.


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          Does Using Direct Mail in 2021 Make Sense?

          Does Using Direct Mail in 2021 Make Sense?

          It’s not easy determining the most effective channels when it comes to annual budget planning and working out exactly where the best utilisation of our marketing spend should go. Have you even considered direct mail spend in the marketing mix over the last few years? There is a good chance you probably haven’t.


          Digital is used to winning


          Well, up until recently, many would proportion a large amount of their budget on digital channels without too much question. Direct mail appears to decline in relevance when it comes to planning spend.

          In 2017 digital advertising hit $209 billion worldwide, overtaking TV advertising, and claiming a hefty 41% of the market (Recode, 2017). A big part of this was supported by the continuous growth of programmatic advertising with the channel growing to represent 79% of the UK digital display ad spend (MarketingWeek, 2017). In 2019 the programmatic ad market was worth £4.5 bn.

          With so much advertising traffic becoming increasingly digitised, consumers can grow tired of the incredibly overcrowded online environment, which can lead to a decline in the performance of digital channels. Adding fuel to the fire is the GDPR and now e-privacy regulations that loom over us. Direct mail on the other hand has enjoyed somewhat of a renaissance recently especially as businesses try to reinvent the way in which programmatic can be used offline. With these monumental changes taking place, how much of the ad spend will return to a more traditional channel?

          So what about DM?


          Direct mail ad spend had been in decline for a number of years, however, recent reports have highlighted direct mail had its greatest year of growth since 2011 (Decision Marketing, 2018), topping £1.75bn for 2017 (Decision Marketing, 2018).

          Despite the prediction that the direct mail market could shrink by up to 4% year on year moving forward, many businesses are looking at using the postal channel to engage with their audience. GDPR has certainly brought some advantages for those looking for a new way to reach customers.

          The direct mail channel has been given a new lease of life by gaining the connection to the digital environment. Programmatic Direct Mail is a new way of combining the best elements of digital marketing with traditional postal marketing to maximise engagement and increase conversions for brands.

          Getting the best of both worlds


          Tired of fights between the channel managers for spend? Why not try joining forces?

          Budgets don’t need to be stretched when using this new channel. Unlike TV or digital advertising, where millions of pounds can quickly be blown on adverts that don’t guarantee engagement, Programmatic Direct Mail is a cost-effective way to reach your exact audience. Wrapped into a simple commercial model with rates far lower than how much it would cost to purchase a stamp you can reach the right audience, at exactly the right time. Simple, huh?

          If you think so, get in touch with us today!


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          Glide a message into our inbox and a member of the Paperplanes team will be in touch.

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