In the face of the internet and digital marketing, people often forget about direct mail as a way of promoting their goods or services, and creating brand awareness. But now with the launch of a new tool from Royal Mail MarketReach, it’s become even easier to engage with people via post and even easier to focus on long-term brand building by gaining insights about target markets and what they respond to best.
Called Insight Engine, the new planning tool allows you to segment your data by life stage or demographic, while revealing just how your target markets respond to the different types of mail they receive day in, day out.
It couldn’t be easier to use either. Simply define your audience by life stage or demographic (such as gender, age or socio-economics). If you choose life stage, for example, you can explore different categories like fledglings, couples older families, empty nesters and more, then choose the different types of mail that best suit your marketing needs (such as catalogues or brochures) and you’ll soon have all the answers you need to work out where you should be concentrating your marketing efforts.
Research from MarketReach has revealed that when mail is included in the marketing mix, the total communications return on investment for brands climbs by 12 per cent – so if you do neglect this kind of advertising, it would seem that you’re perhaps missing a trick.
As a new year’s resolution, why don’t you see how you can incorporate more direct mail into your ad campaigns? Call us today if you need help with your v fold cards.
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