Combatting common myths

Amie Peters, Head of Direct Mail in An Post, reveals the truth about Four DM myths

03/08/2011

When you think about it today, people often have more than one email account, two mobile phones and numerous online network profiles. However, with this constantly changing and fragmented media environment, it’s important to remember that the average consumer has only one letterbox and that’s not likely to change any time soon.

It’s a unique portal into your customer’s home and mind. Important things come through the letterbox, and, yes, while this includes bills, it also includes positive messages like birthday cards, party invitations, vouchers, gifts and all the items you order online.

Since working in Ireland, I’ve discovered four big myths when it comes to mail, so let’s set the record straight:

Myth 1: Irish people don’t like mail

Since the advent of email and smart phones it might appear that direct mail has had its day. However, many miss the distinction between high-tech and high-touch. It is a simple fact that mail has a very emotive connection with the Irish consumer. Collecting the mail at the letterbox is a life learned habit: for 71% of us it’s the first thing we do when back from a holiday, and 23% of us feel excited when checking for mail. And even though email, mobile and now social networks are growing rapidly, 59% of Irish adults prefer to receive information by mail, over 3 times the preference for email (just 17%).

Myth 2: The Social Media Generation doesn’t like mail.

The 18-25 year olds are a highly connected, digitally oriented generation. But here’s the thing: almost three-quarters (74%) of The Social Media generation consider receiving mail a pleasure. What’s more, they are more disappointed relative to the general population (54% v 49%) when there’s no mail for them. And, perhaps more interestingly for your business, 14% of this age group confirm direct mail is a trigger for purchase; that’s three times as many for Social Network Ads (5%). It’s counter-intuitive, but this digital generation loves the personal, tangible nature of mail.

Myth 3: Irish people don’t read direct mail

So while Irish households are emotionally connected to the letterbox, are they actually reading what comes through? When you consider that 72% of all adults put time aside to read the mail, they’re in a very receptive frame of mind. These days they’re searching for relevant information and value for money. So it comes as no surprise that Irish people are reading more addressed direct mail than ever before – 67% of people are reading, up from 59% in 2007. And, when given the choice, 56% would prefer to receive direct mail, than not receive any at all!

Myth 4: Direct mail is not relevant

There’s no question that ‘bad’ direct mail is not relevant. But direct mail is a different animal to what it used to be. Marketers know customers are more choosy and discerning. So when you make direct mail relevant, informed and personalised, consumers don’t just like it, they adore it. And it beats the socks off its electronic cousins, with 76% agreeing DM is relevant vs. just 31% for email.

Three most important letters in business today

So it’s all very well that people love to receive mail, but for business owners and cost-conscious marketers, the three most important letters in business today are R.O.I. Put simply – will this work, will this give me a solid return, and will it wow the customer?

As direct mail gets straight into the hands of the value-seeking consumer, it’s no surprise that direct mail is the most effective at getting people to buy (53% vs 22% for email). Some companies are leaving money on the table simply by not starting a direct marketing programme. For the business-to-business market, 78% of B2B marketers say that direct mail is effective at generating sales orders – not enquiries, actual sales orders.

When it comes to the marketing mix there are a lot of shiny new toys to play with. The advent of social networking provides a channel that is fun, new and exciting. However, advertising through social networks is still unproven. One of the big questions for 2011 is ‘what’s the value of a Facebook fan?’

As social networking finds its niche in customer service, building communities and creating a dialogue, direct mail continues to offer companies a proven channel for sales acquisition and customer loyalty. This means that direct mail and online can work beautifully together, providing your business with a measurable and accountable plan, and giving your customers a personalised and relevant experience. If you want to drive customers online, direct mail is the perfect partner.

My top five for getting started:

Your customer list is your most valuable asset. It doesn’t need to be complicated but it does need to capture key information accurately like name, address and purchasing history.
Personalisation is the magic bullet. Show your customers how valuable they are to you through the data available to you, and simply by using their name. It’s also not difficult or expensive, just ask your local printer.
Get the message right. Think benefits not features, and use the word ‘You’ as much as possible. Spend time on the message, it’s well worth the investment.
Testing helps you spend your money wisely. The benefit of direct mail is you can safely test your campaign on smaller audiences, allowing you to fine-tune your campaign so that you get the maximum return on investment.
Track the Response. For example, set up a unique campaign email address, track the phone calls that come into the office, include a response coupon for the person to return to you. Measure your response rate to work out your return-on-investment – you’ll see very clearly if the investment delivered.

Amie Peters is Head of An Post’s Mail Media Unit.
www.anpost.ie/mailmedia

Research Sources:
Amárach 2007/2011 Consumer
MillwardBrownLandsdowne Oct/Dec 10