PSI-Vransen Direct Marketing

Direct mail is more powerful than ever, in a digital world full of distractions. With the right approach, direct mail takes you from idea to impact.

Direct mail may have a corny image, but in practice the channel proves its power time and again. Especially at a time when consumers are overwhelmed by thousands of digital messages a day, direct mail offers a point of rest. ‘With direct mail you can literally and figuratively come in,’ says Maaike Ypeij, Senior Marketeer Market Management at PostNL. ‘It’s personal, relevant and has impact. While digital messages are often quickly clicked away, a well-crafted direct mail stays on the table and gets more and longer attention.’ Jeroen Kimmel, director of PSI/Vransen Direct Mail Productions, adds, “Direct mail is one of the few channels that offer this level of personality. It’s tangible, something you can really hold. That makes it special in a world that is increasingly digital.’

Beyond preconceptions: the power of direct mail

Yet many marketers struggle with preconceptions about direct mail. It is said to be old-fashioned, complicated to set up, expensive or not measurable. But according to Ypeij and Kimmel, these barriers are easier to overcome than thought. ‘A common objection is that direct mail would be expensive,’ says Ypeij. ‘But if you calculate properly and deploy it cleverly, it often actually turns out to be more cost-effective than online campaigns. Conversion rates are much higher on average, and the impact of a physical message lingers longer.’ Data quality is another frequently mentioned barrier, Kimmel explains: ‘Marketers often think that an insurmountable objection is that their data is not up-to-date. But nowadays you can easily validate addresses and check whether a zip code and house number are still correct. That removes a lot of worries.’

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Inspiring example: Cloudpillo

How direct mail can make companies successful is demonstrated by an example like Cloudpillo. ‘Our client Cloudpillo, a young e-commerce company, didn’t know direct mail at all,’ Kimmel says. ‘They decided to do a test last year during Black Friday to activate customers who were no longer responding to emails. The success surprised them: direct mail proved to be a powerful tool to get dormant customers moving again. This year they deployed direct mail again, but now on a larger scale.’

From idea to doormat: collaboration is key

A successful direct-mail campaign requires more than just a good idea. According to Kimmel, collaboration between different links in the process is essential. ‘From data analysis and creation to production and distribution: all these parts must fit together seamlessly. Otherwise, you run the risk that your campaign will not perform optimally.’ Ypeij emphasizes the importance of expertise. ‘Direct mail is really something else than an e-mail newsletter. There is more involved, such as design, technical feasibility and cost. But with the right guidance, for example through an inspiration session such as PostLab or support from a specialist, you can quickly make meters.’

Direct mail as a laboratory

For marketers still in doubt, both experts recommend starting small. ‘Think of direct mail as a laboratory,’ says Ypeij. ‘Test different formats, see what works and build on that. It doesn’t have to be big or complex right away.’ Kimmel points out the importance of a good business case. What do you want to achieve, who is your target group and how do you measure success? If you have that clear, you can use direct mail in a targeted way and get the most out of it.

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Cross-media impact: the power of combination

Direct mail does not stand alone. On the contrary, it is powerful when combined with other channels. “For example, start with direct mail and follow it up with email or branded search,” Kimmel says. ‘We often see that direct mail indirectly increases conversions on digital channels. The attribution value is sometimes underestimated because departments do not always have insight into each other’s data. Ypeij adds, “Research shows that direct mail in combination with other channels ensures a higher purchase intention. It is a medium that creates desire and ensures that a message sticks. That makes it a valuable link in any marketing mix.’

No one-size-fits-all, but customization

Direct mail is not a standard solution, but rather customized. “What works for one company doesn’t necessarily work for another,” Ypeij says. ‘That’s why it’s so important to have a clear strategy from the beginning and set realistic goals.’ ‘It’s not a difficult channel either, but you have to know what you’re doing,’ Kimmel adds. ‘With the right guidance and a thoughtful approach, you can really touch customers. It is not an old-fashioned channel, but a medium with unprecedented possibilities – if you dare to experiment.’

Rediscover the power of direct mail

Direct mail offers marketers an opportunity to stand out in a crowded marketplace. It is not an alternative to digital channels, but an enhancement of them. By overcoming barriers and taking a strategic approach, direct mail can be a powerful tool for reactivation, loyalty and conversion. Kimmel concludes, “Direct mail is not a one-size-fits-all. It requires customization, but the impact can be enormous.’

Source: This article was taken from Adformatie.nl