Royal Mail & Direct Mail - Thinking Digital

re: Royal Mail & Direct Mail - Thinking Digital

Tim Craig — Tue, 31 Mar 2009 16:43:06 GMT

And none will hear the postman's knock

Without a quickening of the heart.

For who can bear to feel himself forgotten?

W.H. Auden,

Why I think the death of Direct Mail is exaggerated. We may not write to one another and we may not want all the junk we receive but when the postman passes you by who does not feel a twinge of regret? It is always good to see the mail on the mat. True much of it is unwanted and you may ‘return to sender’, (the best option to remove your name and dispose of responsibly), but instigated by DM I have bought numerous bits and pieces, plants, wine, DVDs and big torches, it works for me and thousands more.

Now with PAS2020 and EU Landfill directives DM people have to be more responsible especially with the ‘end of life’ solution where 80% of the carbon footprint is produced.

Veridata in Chester are specialist in handling and processing returned and undelivered mail capturing relevant information and recycling, locally, all residual paper, plastic etc. We save companies shed loads of money and reduce their carbon footprint.

One Year Blogging For Media Week

DigiTales Blog - Mel Carson — Fri, 25 Jul 2008 09:25:51 GMT

Tomorrow is the 1st anniversary of my first post on DigiTales . In 157 posts, as the tagline says, I

re: Royal Mail & Direct Mail - Thinking Digital

Jonathan Blackmore — Mon, 07 Jan 2008 13:56:48 GMT

Mel, all I am saying is, they can be more effective, they can even deliver volume, but there is room for all in the mix. Thanks for responding. Jonathan

re: Royal Mail & Direct Mail - Thinking Digital

Lucy Long — Fri, 04 Jan 2008 16:49:45 GMT

I thinks it's what's appropriate for each brand. For instance, recent research by Experian Effective integration of offline and online marketing is driving a boom in online shopping, according to a survey by Experian, bThe credit-checking agency, borne from GUS home shopping poll of over 1,547 British consumers found that seven out of 10 have shopped from home in the past 12 months, often using a printed catalogue. Like Michelle, I love to receive my Long Tall Sally Catalogue and browse through before visiting the shop personally to try on, or buying online. However before I opted out using the MPS that Jonathan mentioned, I used to open any unsolicited mail and put it back marked "please delete me from your mailing list" into the pre-paid envelope - I never received a second mailing from the same brands when I did this, so if you dont want to opt out it's another solution. TV, I record and FF through the ads too - why watch ads if you don't have to? Digitally, brand funded programming is an option, whereby the brand and programming are created simultaneously, leaving you no choice to opt out - unless you ignore totally, so they key is interesting, appropriate targeted content which, when it comes down to it is what any marketing or pr campaign should be aiming to create. If you have the right creative and content, making it interactive will provide the effective results and, depending on objectives, levels of business - it's already here and happening. Just look at the high levels of video or audio content downloads.

re: Royal Mail & Direct Mail - Thinking Digital

Mel Carson — Fri, 04 Jan 2008 16:37:31 GMT

Thanks for your comments guys. If I've signed up for email or direct mail (post) I know where to opt out - either click unsubscribe or fill out a form or call up the company and ask to be taken off their list. That's fine as I opted in it's up to me to opt out. What I don't want is the door drops. Thanks to this debate someone's been in touch from Royal Mail with the answer and I'll blog about it next week. 2 things: Hugh - Are you saying door drops are somehow subsidising The Royal Mail's delivery service? Jonathan - I'm not saying ditch Direct Mail I'm suggesting channels like search are more efficient and cost effective. Check out my post just now on the Xmas Sales..

re: Royal Mail & Direct Mail - Thinking Digital

Jonathan Blackmore — Fri, 04 Jan 2008 14:24:03 GMT

In my experience mail works at a rate of 10:1 more responsive than outbound email, plus with the huge amount of Spam which is sent via email making your highly targeted creative campaign stand out is getting harder. You can't figure how to opt out? Try the mailing preference scheme (MPS) run by the DMA, it can easily be found online and all reputable mailers use it to dedupe their lists. Final point, I used to love watching ITV, but those adverts just get in the way of my entertainment. As with the mail, though, the advertising subsidises the bits I like, so put up with the other rubbish they stick in with it, because that keeps the cost of delivering the post people send you which you like. As for swapping mail with digital, when you can prove it with effective results and volumes of business then you will have a more compelling marketing channel, until then the two channels will continue side by side as part of any balanced marketing strategy.

re: Royal Mail & Direct Mail - Thinking Digital

Hugh Bessant — Fri, 04 Jan 2008 13:54:49 GMT

Not exactly a surprise that RM is promoting DM, is it Mel? And I do agree that digital is increasingly important, but postal DM does work, as Michelle's comment proves. I prefer it targeted rather than dropped, and if you want the postman to continue coming (even if it is a bit later in the day these days) we should all encourage more of it.

re: Royal Mail & Direct Mail - Thinking Digital

Michelle Nicholas — Fri, 04 Jan 2008 09:25:34 GMT

I like getting my Space:NK brochure through the post and my Tesco vouchers and my M&S vouchers and updates from John Lewis. I used to love getting my MotherCare brochure and Pampers mailings. I don't like getting my Halifax statement by post, so I've opted for paper free. Media consumption isn't a black and white issue, it's a personal choice. We who create media must recognise this and apply it - or the customer will apply it for us.

re: Royal Mail & Direct Mail - Thinking Digital

Paul Davies — Thu, 03 Jan 2008 13:35:20 GMT

Yes true - digitial is effective and targeted, but you miss out on being chased down garden paths by dogs when you press send on an email...