A recent study by leading trade magazine Printweek found that 95% of physical mail is engaged with, and H&H Reeds Commercial Manager confirms this in saying that:
“The power of print is returning and should work hand in hand with digital engagement.”
When companies come to H&H Reeds for help with their marketing, many are surprised to discover just how effective Direct Mail is in both connecting them to new customers and for the retention of existing customers.
In today’s digital era, digital technology is the route to market that has replaced all others, but H&H Reeds Commercial Manager, Anthony Donnelly, says that when they understand the potential of Direct Mail, they usually change their minds.
“Performance statistics indicate that printed marketing materials have consistently demonstrated higher trustworthiness and recall rates when compared to digital advertising. A recent study by leading trade magazine Printweek found that 95% of physical mail is engaged with, and the study suggests that 30% of mail leads to consumer action through purchases and website visits. Market research by Royal Mail also found that direct mail is a highly trusted communication channel; with 87% of people considering mail to be believable, compared to just 48% for email, which is a unique advantage in times of uncertainty and growing consumer scepticism.
“Consumers also report an affinity toward direct mail because they like having a physical copy of information to refer back to, it is easier to remember than email.
“Digital marketing is an incredibly effective and accessible tool, with its ability to directly target users and provide data-driven insights to measure effectiveness, it's an essential tool for any brand to reach a wider audience. The downside is that its sheer accessibility has created a tsunami of digital marketing that is in danger of saturating the market. We have all experienced the frustration of digital advertising and promotion intruding into our own personal digital spaces.
“When we’re creating strategies for our clients,” says Anthony “we’re very careful to ensure that we utilise the most effective tools to reach the right audience, and in many cases, we recommend a combination of mail and digital marketing strategies, to cover a wider demographic and a more diverse target market.”
It comes down to knowing your market and understanding your potential customers, but particularly for younger businesses, Anthony says that this includes a reminder that sometimes a tried and tested route can still play a vital part in the marketing mix.
“Digital technology has definitely added a very powerful new ingredient to the recipe for success, but a well-designed, high quality direct mail campaign is a great way to create a lasting physical connection with your audience that digital advertising can’t offer.
"Direct mail, with its ability to be personalised, speaks directly to your potential customer’s needs, interests, and preferences. At H&H Reeds, we offer an array of mailing options including demographically targeted Door to Door (D2D) leaflets, direct mail, and Partially Addressed Mail (PAM). These options ensure that your message reaches the right audience in a manner that resonates. A common misconception with direct mail is its cost-effectiveness, but to overcome this we have invested in the latest sortation technology and now offer Mailmark services, significantly reducing postage costs by up to 66%.”
“The visual and tactile quality of printed material makes it more memorable and gives it a value that encourages longer retention and engagement, which strengthens the relationship with the consumer and increases the likelihood of conversion.
“It delivers a quiet and appealing message that can be considered in the consumer’s own time, and of course nowadays it can be environmentally recycled. The paper used is made from carbon captured paper supplies as part of the Woodland Trust’s tree planting scheme.”