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How to target your direct mail campaign

By KPM Group

Running a successful direct mail campaign requires a considered planning, creative and evaluation.  But targeting remains crucial – success will depend on getting your message in front of the right audience.

Direct mail remains a great way to achieve this – it continues to deliver in today’s digital, post-GDPR world. You can safely use mail as a lead generator and to direct people online. Direct mail is not subject to the same data restrictions as email, so it is easier to implement and stands out from crowded inboxes.

Define your strategy

The most successful campaigns span multiple channels, reaching customers across a variety of touchpoints.

Your campaign will achieve more if it has a clear goal. Perhaps you’d like to reactivate lapsed customers, or promote a retention or loyalty initiative?  Maybe you have a coupon or offer code? Talk to your print provider at the start about what you want to accomplish. They can help to define a strategy that best utilises mail at key points in your customer journey. 

Develop buyer personas

A key step in identifying your audience is to develop buyer personas. It is worth spending considerable time and thought on these to establish a few different potential buyers. 

They should be based on your own customer data, and include demographics such as age, income, occupation, location, gender etc. A good persona will go beyond demographics and also include behavioural insight:

  • What are the customer’s goals and challenges?
  • How can your business help them to achieve or overcome these?
  • What common objections or barriers there are to purchase?

Your marketing message should address these points. Whether your company is targeting senior business executives, fitness enthusiasts or charity donors, the important point is to determine how the ideal customer feels, what they need, and how you can help.   

Ensure good data management

Direct mail offers a huge opportunity to reach your audience, providing that your campaign is well-targeted. Forbes reports that 82% of direct mail is read for a minute or more, so it’s important that your data is accurate.

Remember too that unlike email, you can send direct mail to customers without their explicit consent. Direct mail gives you more freedom to connect and engage with customers, and then to direct people to digital.

Of course, personal data is subject to the data protection terms of the GDPR, so you will need to prove a legitimate interest

Segment for improved results

You can target your mailing more accurately by segmenting your data, depending on the profiles and buying behaviour of your buyer personas. Messaging can then be tailored to very specific groups about their needs; helping you to achieve the goal of ‘right message, right audience, right time’.

Personalisation can also be utilised here. It is possible to tailor messages with dynamic content including images, offers and formats that will better resonate with them personally – increasing your chance of a higher response rate and return.

Segmentation will help you to send relevant, useful direct mail to each recipient, rather than wasting vital resources and money.

In summary

It is essential to target your message at the people most likely to respond to avoid wastage and increase response rates. These may be existing customers, but even then there are various profiles from repeat, regular purchasers to infrequent spenders that you may wish to target separately. For new business, you need to identify people who match the profile of your existing customers.

The most effective direct mail campaigns are created using considered planning, fuelled by data insight. We can help your message to reach the right people, and ensure an integrated approach across platforms – making the most of your marketing budget.

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This article is abridged from KPM Group’s blog How to target your direct mail campaign. Read the full version here

Build trust with direct mail

By KPM Group

The introduction of GDPR has undeniably made life a little more difficult from a marketing (and particularly a digital marketing) perspective. And while most organisations are taking steps towards compliance, many still have a long way to go.

It’s not a consistent story; on average“UK marketers consider their organisations to be just over 82% compliant with GDPR” – with a fifth even claiming 100% compliance.

However on the retail side, GDPR is being met with some resistance due to the cost of compliance, and a fear of losing essential data. Meanwhile charities (who hold sensitive information and cannot risk public distrust) are faring better, but a lack of confidence is still evident across the board.

Get GDPR confident

The birth of GDPR gave rise to a greater understanding of the value of personal data, and how it can be misused. The greatest challenge for companies post-GDPR is the rebuilding of consumer trust, and the relationships that go with it.

GDPR has exposed many unwitting individuals to the scope and nature of the data held about them, so looking forward organisations must demonstrate that they can be trusted to operate ethically and fairly with the information they process, and keep subjects informed.”

Within the parameters of GDPR, marketers must reconsider the most effective marketing and communication channels. So how about revisiting the old, as new?

Using direct mail to build trust

Direct mail marketing isn’t impeded by as many restrictions as email (you don’t always need consent for postal marketing), and therefore offers a legitimate way to contact customers and prospects who are otherwise unreachable.

From a trust and relationship perspective, you can use post to direct customers online and encourage opt-in consent – placing the power literally in their hands, and reinforcing their position as a valued customer.

Furthermore, mail achieves higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. And that’s not to the exclusion of digital marketing: a MarketReach study proved that mail primes other channels, meaning that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.

There is still a long way to go for companies and their handling of personal data, but looking to the future, GDPR could potentially teach businesses a great deal more about their customer base. Digital still has its place, but we’re seeing a very clear reason that postal marketing is still alive and kicking.

Find out more
Need a bit more guidance? Talk to us, make the most of mail, and get GDPR confident.

This article is abridged from KPM Group’s report, GDPR: Build Trust With Direct Mail. Read the full version here.

How to ensure multichannel campaigns comply with GDPR

One year on from GDPR, what challenges does your business face in complying, or what new concerns are emerging? As marketing teams attempt to comply, many are unsure if they have everything covered, or simply if they’re doing things correctly.

This on-demand webinar will help you to ensure that your multichannel campaigns are GDPR compliant. Listen to the webinar.

Review your marketing processes, and learn:

  • When to use Legitimate Interest
  • How to complete LIA’s effectively
  • Mechanisms for compliant data gathering and list building
  • Key differences between PeCR and GDPR
  • When to use Opt Ins vs Opt Outs

The webinar is presented by Steve Gibson, GDPR advisor to KPM Group and a Data Security Specialist with over 20 years experience. You can watch the webinar on-demand at a time that suits you. Simply follow the link below and watch on our website.

Listen now on-demand