Business Design and Print
We take a look at this traditional marketing channel and investigate why it’s proving its enduring relevance by effectively engaging consumers and delivering impressive results for businesses.
Direct mail’s outstanding performance
Recent data from Royal Mail highlights the robust performance of direct mail. Campaigns incorporating direct mail are 52% more likely to report ROI (return on investment) increases, and 33% of direct mail leads to a commercial action. Source: WARC Driving Effectiveness with Direct Mail.
Companies using direct mail are more likely to experience revenue uplifts, underscoring its effectiveness in driving business growth.
Direct mail’s engagement across generations
Direct mail’s appeal spans all age groups, including younger demographics. Notably, over 80% of 18-24-year-olds engaged with mail during the 2024 UK General Election, surpassing the 72% engagement rate for social media among the same age group
This trend dispels the misconception that direct mail is only effective with older audiences.
Building trust and loyalty
Trust is a critical factor in consumer decision-making, and direct mail excels in this area. Research indicates that 71% completely trust the mail they receive and consumers are more than 2.5 times as likely to agree than disagree that they trust communications sent by mail more than email (15% trust email).
The tangible nature of mail fosters a sense of credibility and reliability that digital channels often struggle to achieve.
A physical connection in a digital world
In an age where digital messages are fleeting, direct mail offers a physical connection that stands out. It becomes part of the household, with the average time it is viewed being 108 seconds over 28 days. Most mail is interacted between 3-5 times and it’s not unusual for consumers to retain mail for over a month.
How we can help create effective direct mail campaigns
At Kall Kwik UK, we specialise in bringing your direct mail campaigns to life. From concept to delivery, we provide end-to-end solutions tailored to your business objectives. Whether you’re looking to engage new customers, reward loyal ones, or promote specific products, we help you craft campaigns that resonate with your audience and drive results.
Here are some ideas for direct mail campaigns that can help your business achieve your marketing objectives:
Voucher campaigns
Great to attract new customers or reward existing ones. People love discounts, and having a physical voucher increases the likelihood of redemption compared to a digital one. For example a restaurant could send out personalised vouchers offering “20% off your next meal” to encourage foot traffic and repeat visits.
Seasonal promotions
Boost sales during key seasons or events. Seasonal mail creates a sense of urgency and taps into the consumer mindset during high-spending periods. A retail store could mail a seasonal catalogue with exclusive discounts for Christmas or summer sales.
New product launches
Build excitement and awareness for new products. A tech company launching a new gadget can send out creative postcards with a QR code for a virtual demo or early-bird purchase discount.
Customer loyalty programmes
Retain and reward loyal customers. For example a gym could mail personalised “thank you” cards with a free class pass or a discount for referring a friend.
Event invitations
Increase attendance at corporate or community events. Physical invitations are more memorable and create a sense of exclusivity.
Exclusive offers
Drive immediate action through limited-time deals. A spa could send a beautifully designed mailer offering a “Buy One Get One Free” deal on treatments for Valentine’s Day.
Awareness campaigns
Inform customers about your services or local community involvement.
A charity could use direct mail to showcase their impact and encourage donations by including a pre-filled donation form.
Direct mail is more than just marketing – it’s a way to connect with your audience on a deeper level. In a digital world, a physical, personalised touch stands out. If you’re ready to explore the possibilities of direct mail for your business, let’s talk. We’d love to help you create a campaign that delivers real results and delights your customers. Contact the team at Kall Kwik.