“You have to think about the customer benefit and entice, intrigue and entertain those being targeted.” GDPR is nearing
“Best practice means being creative and memorable but avoiding being gimmicky,” says Aldighieri. It was created by agency LIDA and sent to Ikea’s loyalty scheme members to encourage more people to sign up for marketing emails. She cites retailer Ikea’s embroidery cross-stitch mailing, which resembled an email. “You only have to look at the DMA Awards to see how mail campaigns can be beautifully crafted around the copy, images and even the material used.” Ikea created an embroidery-style mailing to resemble an email “2018 will be about elevating the craft of direct mail,” she says. She says there is still work to be done, including the need to demonstrate that direct mail campaigns are not hard to implement or measure. Patricia Lavender, Thames Waterĭespite the positive mood, the DMA’s managing director Rachel Aldighieri is not complacent. Run in a similar way to BARB’s data on TV audiences, a nationally representative sample 1,000 people operated by Kantar TNS will photograph the mail that comes through their letterbox and record what action they take over a four-week period.įor geographic targeting it provides the most accurate approach and can deliver something tangible which other forms of media cannot. READ MORE: JICMail launch creates first ever industry-wide audience standard for direct mail The launch of JICMail has already brought renewed focus to direct mail. A joint venture between the DMA, IPA, ISBA, Royal Mail and postal operator Whistl, it is designed to encourage best practice and provide brands and media agencies with more robust measurement of mail readership, reach and the frequency of exposure to each item. Not surprisingly, the direct marketing industry is full of confidence and determined to get its voice heard in 2018. Separate data from IPA TouchPoints suggest it is well received too, given 38% of people buy or order something after reading mail and 87% of adults keep some mail for longer than one month.
It is the third largest media channel in the UK after online and TV, with annual ad spend standing at £1.7bn in 2016, and while spe nd was down 9.1% between 20, it is predicted to rise 0.9% in 2017. The numbers are looking positive too. After a period of decline, direct mail ad spend rose 5.9% year on year during the third quarter of 2017, according to the latest data from the Advertising Association and Warc. Industry and creative innovation is re-engaging advertisers and media agencies that had perhaps fallen out of love with this traditional medium. While the arrival of the Joint Industry Committee for Mail (JICMail) the audience data standard in January adds another layer of authority to the channel. After years of fire-fighting to dispel myths about its effectiveness and measurement, direct marketing – and in particular direct mail – is enjoying something of a revival.
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