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Do you need a powerful and emotive medium which touches people’s lives? Read on..
DMIS research shows how cost effective and versatile Direct Mail can be - either on its own or alongside other media.
DMIS research includes other key statistics on volume and expenditure, response rates and consumer and business people's attitudes to, and the use of, Direct Mail.
The inherent strengths of mail
Personal
Addressed mail is literally designed to reach an individual (unlike a mass market message via TV, the press or radio). Mailings can have a unique design to suit each particular recipient and mail comes straight into people’s homes into their hands and gets their full and focused attention.
Universal
Everyone consumes mail and Royal Mail provides access to virtually everyone in the UK. Our network covers 99.9% of the UK population at 27million addresses.
Tailored
Mail can be personalised to individuals or groups. That unique flexibility enables greater relevance, delivering greater impact, often applying data already provided by the customer.
Targeted
Mail can focus on the relevant audience (e.g. by interest, demographics, purchase or behaviour). This reduces wastage – your message only goes to those you select.
Direct
Mail doesn’t compete with and is not dependant on other content like in a magazine, newspaper or online site. It is actively consumed so it delivers much greater engagement and understanding.
Flexible & Creative
Mail has few restrictions compared to other media (size, weight, shape, colour) leading to limitless creative possibilities. It lets you have a one to one communication which delivers more emotional intensity than any other medium. The creativity cuts through and gets people talking.
Measurable
Mail is one of the easiest media to measure responses and can be attributed directly to a specific activity.
Portable
A letter, leaflet, brochure or mail pack can be taken anywhere. You can take the mail with you to read on the train, in the garden, in any room of the house. Consumers love the fact that they are in control and can read the information when it’s convenient to them.
Physical
Affects all five senses: sight, sound, smell, touch and taste. Mail is the only medium to provide the creative possibilities to engage the customers on all levels.
Complementary
As part of an integrated campaign, mail has a strong role in providing the personal, compelling message delivered directly to the recipients own hands and household. Case studies show how it not only builds short and long term effects but is often kept by the household for reference, prolonging the brand presence and deepening the communication effect.
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