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Industry

Mix up your marketing

The best way to get the most out of using direct mail as a part of your marketing strategy is to find harmony with online tools.

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Marketers can benefit from using a mixture of direct mail and email marketing to garner the best results from their campaign

Go Inspire has revealed in recent research that a campaign using both direct mail in combination with direct email is the best way to gain impact.

However, the group also recognises the need for specific research into the results of combined media strategies. Using a randomised control trial (RCT) the firm established that direct mail was more successful than direct email in terms of revenue, but both together achieved the best outcome. The study was entitled ‘Hobson’s Choice.’

Andy Wood, chairman of Go Inspire Insight, explains: “There is a crying need for proper evidence on which to base channel strategies in today’s marketplaces. As a media-neutral organisation, we are in a position to run this RCT with complete objectivity. It’s simply too tempting for marketers to default to online and email communications, often neglecting a proper investment in creative treatments.

Over and over again, we have seen retailers going for online-only communications (email, apps, web, text) only for them to get a terrible shock when the incremental revenue generated halves in front of their very eyes

“Over and over again, we have seen retailers going for online-only communications (email, apps, web, text) only for them to get a terrible shock when the incremental revenue generated halves in front of their very eyes. Of course, the issue is not a matter of either direct mail or direct mail – the challenge is how to make the two techniques work in harmonious tandem. Our RCT clearly shows that this is how the most productive campaigns are conducted.”

Wood concludes: “We were careful to conduct this RCT with a retailer that has broad appeal across the population – young and old, wealthier and more modest means, gender-neutral, all geographies. The resulting statistics from the trial will not be exactly replicated for each different retailer, but their relative positioning of the media being tested is likely to stand – most importantly that the best commercial results come from a judicious paring of direct email and direct mail.”



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