Why Direct Mail is still the King of lead generation

You’d be forgiven for thinking direct mail is old hat. With the rise of social media, content and inbound marketing, search engine optimisation and pay-per-click campaigns, surely there is no room for this old-fashioned, expensive marketing channel?

Well, there will be some readers of this article with a wry smile on their face. They are quietly generating high quality leads that convert to customers, while their competitors fight it out in other marketing arenas.

It is true that direct mail is changing. Gone are the days of blanket mailshots, targeting the masses safe in the knowledge that some of it will stick and generate leads.

Today’s direct mail uses segmented, highly accurate data to target specific audiences, while digital print enables personalisation.

Direct mail is different to other marketing channels. It is real, tangible. It is a one-to-one medium that is personal and demands attention. It isn’t lost among a myriad of advertisements, banner ads or emails in your inbox. It’s a high-trust medium, and can be retained for weeks or months. That’s why response rates consistently outperform other marketing channels.

At Insight Data we have seen a steady rise in demand for direct mail, and we’re not alone. Companies across the UK are returning to direct mail, disillusioned with the hype and poor return-on-investment from newer marketing channels and the high fees from specialist online marketing agencies. In fact, the Google chart below (taken 06/08/2013) shows how direct mail (blue) has actually gained momentum since 2007. The chart also compares it to digital marketing (red).

Graham Cooper, founder board member of the Direct Marketing Association and Managing Director of postal company OnePost – a Virgin Fast Track high-growth company – commented in a recent interview; “Direct mail has adapted with print technology to become more personalised and also to integrate with online opportunities – for example the use of QR codes. One-to-one marketing is now the preference and with this comes sophistication; no more mass marketing and hoping something will stick.

Businesses are doing less but more often, the reality is that if you send something in hard copy it gets read. Data really is key – it’s vital businesses ensure they are targeting the right people. The profile of the data is as important as correct addressing. The Direct Marketing Association provides lots of information about direct mail best practice, but I can’t stress enough the value of good data.”

Insight Data launched a direct mail service in 2007 and in May 2013 we launched a completely new service, GoSend.It, which combines highly targeted mailing data from the Insight database, and a new digital printing service with personalised sales letters and postcard mailers.

The service is available from just 69p per item and Insight can provide a full graphic design, copy writing, printing, mail-merge and post service. And with the launch of GoSend.It, we can print and mail anywhere from 100 to 10,000 mailouts.

For more details call our team on 01934 808293.