Direct Mail for younger consumers

How to Get Creative with Direct Mail to Attract Younger Consumers

Younger consumers are excited to receive a piece of direct mail

The term ‘millennial’ is overused and bandied about by everyone who wants a piece of the action. But how do you know if you are actually one? Deny it. It’s not a new concept; youth will always exist and they will make you feel inferior and supremely uncool when trying to speak their vernacular. But maybe you shouldn’t try so hard. Skinny jeans—the things from the Eighties you said you’d never wear again, but almost considered buying last week—have been and fled. And now the Nineties are back with a vengeance. Trend is not isolated solely to fashion: direct mail for young adults is back.

If you want creative direct mail that caters to a younger audience then you have to look at how they consume media. While they spend more time online than on all other media combined, they are 32 per cent more likely to agree that they “trust mail more than information they find on the internet.” That’s telling … and an opportunity. Remember the mail millennials have received predominantly up to now is birthday cards, sometimes filled with cash. So now the mail suddenly isn’t so fun.

Nostalgia rates with millennials as it’s one way they can identify with a brand and each other. Music, fashion and childhood foods are great unifiers because they all remind them of a simpler time. One in which they are able to be themselves without scrutiny and having to pose and curate their lives according to what society dictates, nor the responsibility that comes with paying bills. In fact, according to the Royal Mail MarketReach’s new report, The Life Stages of Mail, it reveals that digitally native young people live at home with Mum and Dad. And that’s something to remember when you appeal to them.

 

Instagram is an illusion

While they’re living the high life online, they’re likely brooding in bedrooms to get that perfect Instagram filter and dodging their families with Lana del Rey and Banks blaring in the background. But it’s when they’re at home they’re their most vulnerable and unguarded and according to the report,18 per cent more likely than the general population to welcome direct mail and 32 per cent more likely to find it memorable. Herein lies the potential for creative direct mail.

 

Millennials listen to those they trust

If you’re stumped for direct mail ideas or figuring out how best to approach the direct mail design process, take a look at your target’s content and those they follow to truly understand what will resonate. Fashion, music, dining and food trends are the big ones, but don’t forget YouTubers and other online personalities. Millennials want recommendations from those they trust and seek and value their opinions. Become one of those trusted parties and you will see a huge uplift in your campaigns.

 

Understand their visual language

Almost a quarter (23 per cent) of milllenials, or ‘fledglings’ according to the Royal Mail have bought or ordered something as a result of receiving direct mail in the last 12 months and one in three has kept a piece of direct mail for future reference. The latter should govern your direct mail packaging design; it needs to be impactful for their to open it and something they want to keep. Search for direct mail design inspiration in places millennials frequent. Look at the menu in cafés, business cards of places they shop and the typography of websites they browse. These things matter to millennials.

 

Link it to technology

Likewise technology, make sure that it appeals to their online presence and sense of style. Make things look Instagram-worthy so that they share it through their social media channels. Give them an easy opportunity to find out more information and to purchase online, because according to the report, 92 per cent more likely to have used a mobile phone or tablet to respond to mail. Scan the mailer, give them a pURL and make them feel like you’re speaking to them solely.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

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Key Statistics: Direct Mail vs Email

Direct Mail in the 21st Century

Direct Mail in the 21st Century – Infographic

21st Century Direct Mail

Why Direct Mail in the 21st Century?

Got a message that you need distributed? Looking for a method that’s guaranteed to make you heard? Direct mail is a 21st-Century solution to an age-old problem, and it has a proven track record to getting you great results all the time. Don’t just take our word for it: demand proof. Get insight into direct mail’s effectiveness through its ample statistics; numbers that tell a story so you can tell yours.

It must be compelling, make a connection, and most of all, it must be personal. And like all good stories, have a beginning, a middle and an end. Direct mail is the perfect way to get your story across and tell it in a way that engages with your audience physically. So why not make a personal connection with print?

 

No one at home? Leave a message.

  • Average household receives 16 pieces of mail each week
  • 70 to 80 percent of consumers open almost all of their mail
  • 70% of direct mail is opened
  • The same week the average consumer gets more than 100 emails
  • 79 percent of consumers will act on direct mail immediately; 45 percent say the same about email

 

Move from personalised to personal 

  • 80% are more likely to open it if it’s personalised
With personalisation:

·        Direct order – 9 percent

·        Lead generation – 8 percent

·        Traffic generation – 17 percent

Without personalisation:

·        Direct order – 2 percent

·        Lead generation – 3 percent

·        Traffic generation – 3 percent

 

Integrate direct mail with digital media

  • 88 percent of participants want to use mail to drive the web
  • 78 percent used mail to promote specific offers
  • 53 percent looked at cross-media effects, such as social media or web-traffic

 

Push them into action

  • 55% went to a physical retail store
  • 54% visited a website
  • 45% indicated direct mail led to purchase
  • 44% immediate discard direct mail if it isn’t relevant

 

How recipients feel

  • 62 percent of people like to receive mail telling them about offers
  • 70 percent of people welcome mail that rewards their loyalty
  • 56 percent of people welcome mail that gives them useful information

 

Physical isn’t a challenge

  • 71% say the print quality of the paper affects their decision
  • 70 percent of consumers are more likely to open colourful mail

 

Direct Mail: A snapshot

  • Cut through the clutter
  • Attract new customers
  • Enhance customer loyalty
  • Deliver profitable results

 

Sources:

  • Xerox infographic
  • Target marketing
  • DMA

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

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Email Testing for Direct Mail Campaigns

Testing Email Campaigns for Higher ROI in Direct Mail

Email campaign results and testing will aid predictability in direct mail, helping you generate up to 10% response rates.

Supporting arguments:

  1. Propositions can be tested
  2. Creative can be tested
  3. Personalisation can be tested
  4. Almost anything can be tested

 

Method:

  1. While a strong medium on its own, direct mail can be even more effective in tandem with email integration. Through a strategic partnership with Red Hot Penny, a leading eCommerce and retail solutions agency in three major cities, First Move can combine its direct mail expertise with Red Hot Penny’s digital marketing prowess.
  2. Using audience profiling pooled from your database and Red Hot Penny’s data insights, you can tweak your audience to suit your offer. Build ideal profiles and data sets based on this information and define objectives for each. Use demographics, sales history and purchased statistical information to bolster this.
  3. Use trends to inform your propositions. Red Hot Penny works with some of the world’s leading retailers and organisations and understands trends. Use this insight to build your proposition and tweak each to suit your audience profiles. Change copy, artwork and offer as required.
  4. Test your proposed offer by using email as a low-cost alternative to direct mail before you launch your campaign. Using Red Hot Penny’s technology and industry know-how, reports can gauge the recipient’s reaction to various parts of an offer, and identify to which components their attention is drawn first. Make these the hero of your campaign and build the rest around it.
  5. Multiple messages can go to the same audience over a sustained period to understand which resonates best. Alternatively, a segmented database can receive different messages simultaneously in the vein of A/B testing and split testing. Using email, Red Hot Penny can assess the viability of different customer profiles to respond to offers, and understand which products they will purchase and at what quantities. Feed this data back into your own database to further understand your clientele and continue accumulating information you can use in future mailers.
  6. Analyse your email campaign before you deploy your print campaign. With the assumption that a high response for an email campaign is 0.12% and direct mail 3-4%, a 0.24% response on your email testing will indicate a 6-8% direct mail response. Extrapolate these figures and you will know how your print mailer will perform. Take the figures and predict your sales volume accordingly; set targets, order stock and staff it correctly.

 

Conclusion:

Use email testing to predict your direct mail response, but go beyond the response rate to predict sales volume. As a business you will find it a much more useful method, and you can make informed decisions about inventory and fulfilling orders. With rigorous testing First Move in partnership with Red Hot Penny can come to a predictive theory with detailed reports to match.

 

Want to know more? Contact Aran Long on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

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Why AR is better than QR

Why AR is better than QR

Your questions answered – why AR is better than QR

For a while QR codes (Quick Response Codes) were ubiquitous, but now they seem to have slipped into obscurity. Is it because they weren’t that good in the first place? After first downloading an app to read the QR code (often cluttered with advertising), the interaction ends once the user reaches the landing page. Don’t get us wrong, they serve a purpose: for functions not requiring human interaction they work perfectly—mail sorting, for example. But if you’re seeking intuitive user engagement with a direct-mail campaign, maybe it’s not the best medium to choose. But what is?

One of the perennial aims of direct mail is to increase response rate and conversions, and it’s to take the offer and convert it into real-life action. As the lines between print and digital merge we are faced with a wealth of integration opportunities. One such example is augmented reality (AR) and its dominating mobile technology as well as the media. A perfect example is the rise of Pokémon Go, the game that uses location information to “capture” creatures on mobile devices. The game’s rise has been meteoric and it’s widely popular with adults and children. While there have been AR games like it before, none has done it with such wide appeal.

As a marketeer there is enormous opportunity to capitalise on the popularisation and growth of such a new technology; meaning you will have to spend little time on educating your target audience who will be quick to adopt it from pure familiarity and curiosity. But you don’t need to have little monsters to make your mailer effective—you just need to give your customers a real-life experience through a digital medium.

If your product is something better experienced in the flesh, give your audience the next best thing. Now by harnessing technology, you can show them what your product looks like through their device’s camera lens, allowing them to envisage it in situ. For example, if you’re a car retailer you could help your prospect become a customer just by showing them what the car would look like in their driveway, and then perhaps it would seem like less of a stretch.

Of course, with this technology comes development, so you might look at a standalone app customers can download or a microsite triggered by NTC in their phone. There are endless ways you can build their support and showcase your product or service. You just have to know how to work it.

 

BREAK-OUT BOX:

  • 600 percent increase in app downloads when AR was released
  • 30 percent of mobile subscribers will use AR once a week
  • 864 million smartphones have AR technology enabled
  • 2.5 billion AR apps to be downloaded by 2017
  • $300 million total revenue generated by AR in 2013 / $600 million expected revenue by 2016

 

Please contact us enquiries@firstmove.co.uk or call 01494 539300 for more information on how you can increase your ROI with Augmented Reality.

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Direct Mail ROI through personalisation

How to increase your direct mail ROI through personalisation

Personalised direct mail is the cornerstone of our industry and its capabilities are the envy of our rivals. No other media can reach their prospects and customers as directly as targeted direct mail, but you don’t want to go into it blind. When a DMA report says 98% of survey participants believe direct mail personalisation is very important, you should probably take note. We’ve analysed some of the most telling data to give you some tips on how to increase your direct mail ROI through personalisation.

 

Get the simple stuff right

You’d be unpleasantly surprised by the number of companies who skip this important first step: ensuring their database is up to date. But here’s some evidence to convince you of the importance of data cleansing.

Customers will respond better to a direct mail piece if it contains the following:

• Correct name and address (74%)
• Name in the letter message (43%)
• Letter acknowledges historic dealings with the organisation (31%)
• Images to which the recipient can relate (23%)
• Tailored to gender (23%)
Data cleansing and matching will eradicate any errors in your database and will save you money by reducing wastage. And if 41% of people throw away addressed post if it’s not personally addressed to them, then it’s something you want to master.

 

Think beyond the mailer

Personalised direct mail has a 6.5% response rate; that which isn’t personalised, only 2%. This can represent an ROI increase of between 300 and 1000%. They’re some convincing stats. But how do you turn your direct mailer into mail with purpose? By getting personal. With more data available than ever, you can re-frame your offer and create a proposition that’s both enticing and engaging. After all, engagement equals sales.

Think about the things that matter to your customers and what they will respond to better. Is your mailer dynamic or does it fall flat? What can you personalise that will help seal the deal?
Variable data and dynamic content give your mailer extra oomph and make your recipient believe you’re speaking directly to them.

Here are some examples of dynamic content that can be fed into your direct mail using variable image printing:

• Pre-fill forms with their data so they only have to write the essentials
• Put a custom map of your nearest location on the mailer
• Target the offer according to the age group e.g. dental cleaning for 18 year-olds, dentures for the 90 year-olds
• Use postcodes and demographics to inform your offer
• Print their name in an offer or in the artwork i.e. make them feel included
• Use a personalised URL to get them engaging online
• Use augmented reality to bring a mailer to life

The DMA’s report, From Letterbox to Inbox: Building Customer Relationships was the document the industry was begging for, and it gave significant insight into consumer behaviour and direct mail engagement. Given direct mail is measurable it has a close relationship with statistical analysis, meaning the findings go hand-in-hand with ROI measurement.

It’s easier as a business to apply changes to the way you personalise your mail and understand its effect. Meaning as a business owner or representative you can develop insight into how it affects your own business model and how to alter your direct mail efforts in the future.

 

Please contact us enquiries@firstmove.co.uk or call John Lloyd on 01494 539300 for more information on how you can increase your ROI through personalisation.

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Personalised Direct Mail

5 Ways to Personalise Your Direct Mail Campaign

If you’re a direct mail expert, you’ll know its personalisation capabilities and how to manipulate them. Direct mail has come far since “Dear FNAME” and the traditional mail merge; now it’s a marketing powerhouse with scope to do some really cool things. The key to personalisation is making your recipient feel included and that you’re speaking directly to them. No matter the size of your database each of them should feel like they’re the only one in the room. Here’s a few ways to get through to them.

  1. pURLs

The personalised URL (pURL) is incredibly under-utilised, but one of the easiest ways to get through to your customer base. Integrating the physical with the digital, your mailer should included a shortened URL, QR or redemption code to direct your target to your online presence. Here you can greet them with a fully customised experience—the level of detail’s entirely up to you. Use their first name, skin the page with their  football team’s colours, remind them what their latest purchase was, or suggest their next product acquisition. It’s your portal to engagement and a direct link to sales conversion.

  1. Data sets

Know a little or a lot about your customer? Use data sets to inform your proposition. This information can come from your sales data or from other sources, such as social media or website interaction. Take this information, shape the way you speak to them and give them something targeted and relevant. The more your campaign appeals to their specific interests, the more likely they’ll respond.

  1. Discrete offers

One client might like cola, the other lemonade, but what about the ginger-beer drinker? While they might be fans of your brand, they might prefer certain products over others. Anticipate taste differences and give them what they want. By catering to your targets’ preferences and using the data you have available you can make assumptions about their purchase behaviour and offer them relevant sales opportunities.

  1. AR experiences 

Want to show your product in a completely new light? Embrace augmented reality (AR) and watch your print mailer come to life. By using their mobile device in conjunction with a dedicated app and your mailer, you can show them a side to print they’ve never seen. Animations, 360º walk-arounds, video demonstrations or selfie filters; engage your target audience with the latest technology.

  1. Social sharing

Keen on additional ROI and increased exposure for your campaign? Get your consumer to personalise your campaign for you. Give your audience something physical that they can use in the real-world. A cardboard cutout of your product, a sign with the social hashtag, or anything else that can be photographed and shared with social media. Make it easy and fun for them to interact with your brand and watch those shares and sales explode.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns and personalisation.

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Outrageous direct mail campaigns

5 of the Most Outrageous Direct Mail Campaigns

Take a look at these 5 outrageous Direct Mail Campaigns

Direct mail has the exciting potential to instil more emotion than any other marketing medium. Physical, eye-catching and direct to their hands, you can’t help but make a connection with your audience.

Some marketeers have taken their direct-mail game to the next level with creative campaigns that leave the others for dead. Popups, fold-ups, sprayed, scented and augmented, there are those campaigns that with a little creativity and budget demonstrated how far you can take direct mail.

Here are some of those that stand out as being the most outrageous we’ve seen to date. And while you mightn’t want to stick a football through the mail slot, it might give you an idea how you can think outside the envelope for your next campaign.

 

Amnesty International Chopsticks

Amnesty - Outrageous Direct Mail Campaigns

The cutlery of a billion Chinese and a way to wage a war against human torture; Amnesty International created chopsticks that also functioned as pencils. With Chinese characters and an English translations below, this creative DM piece encouraged recipients to write to the Chinese government to help end torture and human rights violations.

 

GGRP Sound Cardboard Record Player

GGRP - Outrageous Direct Mail Campaigns

If you’re a sound company, your target group wants to know that you can make sound happen anywhere. So what if you could do it through the post? Using the construction of the mailer itself, a miniature vinyl and a pencil, the recipient could actually play the record by using the most low-fi record player ever.

 

NFL’s Trojan Ball

NFL - Outrageous Direct Mail Campaigns

In order to bolster the advertising revenue among the Hispanic audience the NFL sent out a package to get the attention of top-level CEOs who control their companies’ marketing spend. From the outside a football (or soccer ball in the words of the Americans) encased in a box printed with “Inside is the ball 28.5 million US Hispanics truly identify with”. And inside to their surprise was a NFL-branded American football. Definitely a game-changer.

 

ADT Security System Box

ADT - Outrageous Direct Mail Campaigns

Imagine coming home to discover a cardboard box sitting at your doorstop inside your house. You’d question how it got there and whether you locked the door, and that’s exactly for what ADT hoped. Simple in its message, the foldout mailer was spring loaded to open automatically when slid under the door or through the mail slot.

 

Tough Nut to Crack

Tough Nut to Crack - Outrageous Direct Mail Campaigns

They say you can always sell to a salesman, and to sell direct marketing, you have to practice what you preach. This fun campaign used coconuts to demonstrate to key decision makers how direct mail can be likened to being a “tough nut to crack” and therefore they were the experts. Given getting a coconut in the post is particularly weird, it got their attention. But after follow up calls gave a 97.5% response rate, it netted €53K in revenue from an outlay of just under 1,000 euros!

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

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The Past, Present and Future of Direct Mail

The Past, Present and Future of Direct Mail

Change is constant and so is the ever-evolving face of direct mail.

Originally hand-addressed letters, now a printing powerhouse, and in the future a beacon in the digital soup. We’re looking at the past, present and future of direct mail and making some predictions that only you can make come true.

 

The Past – History of Direct Mail

Direct mail has been a mainstay of marketing and advertising and it comes with a rich history of innovative and forward-thinking concepts. The very nature of direct mail was innovation when first introduced over a century ago. It provided a means of getting the attention of home and business owners who’d already reached saturation point with advertising featured in publications. While we’ve come a long way since the “Dear Homeowner” letters and keys to motor vehicles in sweepstakes, the idea of addressing prospects personally hasn’t changed. And the personal touch then as now has a much high rate of response than its competitors.

 

The Present – 21st Century Direct Mail

Direct mail is a sophisticated way to speak directly to your customers with information they’ve supplied or from what you’ve gleaned from their purchase behavior. And it’s fast, effective and direct. Digital printing has enabled greater levels of personalisation, including custom artwork, copy and entirely different propositions for individual recipients. And now as we our digital age alters the technology that produces our print material, we can merge the two for responsive campaigns. We can even test campaigns electronically to know what kind of response to expect and how to tweak it if needed. And that’s how direct mail is one of the most effective forms of marketing today.

 

The Future of Direct Mail

Direct mail has fascinated generations and it will continue to capture the imaginations of many more. The future looks bright for one of history’s most favoured marketing media; and it will continue to evolve with the marketplace. In the future you can expect more dynamic interaction with direct mail; a greater and more powerful way to communicate with your customers. You’ll be able to provide direct-to-door responses similar to Amazon Prime Now, meaning that when your customer receives your mailer, they can act upon it immediately and receive a close-to-immediate response. It might be hard to imagine, but if you send them an offer in the post, they can order directly from you to deliver within an hour.

Or perhaps in the future offers will be even more customised. With big data and an increased willingness to share information with trusted organisations, this data can be pooled and direct mail sent according to various triggers. Viewing something online and signed into a particular shopping network’s account? Send your prospect customised catalogues that cater to their specific interests.

And if you already know their preferences from previous contact send them a mailer that interacts with their Wi-Fi and can then order your product with ease. The technology already exists to do this, it’s just a matter of time before it reaches a critical mass and the cost effectiveness of such initiatives makes it possible to be revolutionary with direct mail.

You as marketeers will shape the future, so direct mail is in your hands. Being adaptable to change, creative and prepared to try out new concepts and technology will keep you and your business at the forefront of direct mail.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

 

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Direct Mail Examples – What to include in your campaign

Direct Mail Examples

There’s a lot more to direct mail than throwing a printed flyer into an envelope or wrapping it in plastic then hoping for the best. That mailer is loaded with possibility and it’s your job to charge it with emotion. Mailers that connect with their audience on an emotional level are the best performers—it’s proven. So what exactly do you include in your direct mail campaign? We’ve got some great direct mail examples to help.

While it depends on your product or service, a brochure, letter or catalogue are the best starting point. But we’ll let you into a little industry secret: You can post up to 100 grams. And when you’ve paid for the postage already, you might as well make the most of the Royal Mail weight limit. That’s when we recommend what we direct mail devotees call a “lift item”.

A lift item is exactly as it sounds: something additional that lifts the tone of the mailer and gives the recipient something extra to look at. All the while further presenting your business case and showing them why they should purchase your product.

What are some good direct mail examples of lift products? 

– A case study, with a testimonial from a happy customer

– A full list of features and benefits

– A fridge magnet

– A comparison chart, showing how your product beats the competition

– A detailed summary of your free report or other giveaway

– Your guarantee, formatted as a certificate

– A cheque offering money back

– A voucher or coupon, offering a bonus or special deal

– The science bit: clinical proof that your product meets industry standards

– A postcard repeating the main proposition and call to action

– Something that directs them to your online presence.

These lift items can have a certain level of novelty about them, making them an item that the recipient might want to keep and display somewhere. And when its branded with your logo or imagery, it will remind them of your product or service and prompt them into converting—if not this week, then maybe next month.

When choosing your lift item, keep the focus on the main product or service and don’t distract from the primary message. Keep their attention long enough and give them reason to convert. A complementary item will reinforce the message and keep it relevant. Be sure to brand every insert so if the contents are separated, they still know how to find you. Then just sit back and watch your sales soar—with a little lift.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns and to get some more great direct mail examples that relate to your business.

 

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Direct Mail Patterns of Behaviour

What Are the Patterns of Behaviour When It Comes to Direct Mail?

Patterns occur naturally and help us to recognise a structure and that perhaps life isn’t entirely arbitrary. The same applies to marketing, including direct mail and its statistical analysis by searching for repetitive behaviour, usually in the form of sales, conversions or other metrics.

This data is vital to assessing the profile of your customer or prospect. It helps you to assess their propensity to spend and to devise a direct marketing strategy to target them with insight into their behaviour before you make your first contact.

If you have an established business with a proven sales history then you are at a serious advantage to your more junior competitors. Having a record of what has enticed customers before (and how they behaved once they received your direct mail) allows you to contact them armed with the information you need. When you apply this principle to direct mail it makes your job of selling much easier, whether product, service or charity.

There are three key behaviour patterns to identify when it comes to Direct Mail:

Frequency

While it might seem obvious, frequency refers to how often your client purchases. For subscription-based services this could be monthly, quarterly or annually; for specific products, this could be once a year or every few years. Understanding your frequency helps you anticipate demand for your product or service and can assist in planning things like inventory and peak replenishment periods.

 

Value

Value helps you identify the amount your customer spends each time, and can help you estimate how much they’re worth to you in the long run when paired with frequency. Not all customers were created equally and some are more valuable to you than others—these are the ones worth nurturing.

 

Lifespan

How long will your customer stay with you? This is where lifespan comes into play, helping you to understand whether they’re a once-off customer or if they could remain loyal for the long haul. Clients with a long lifespan are good targets for supplementary products or services that add value to what they already have.
When analysing your sales data, take the three above factors into consideration. Pick your star product or service (this will likely be your highest seller) and apply these three metrics to the sample. Use this information to understand your data better and make more informed decisions when sending out your next direct-mail campaign.

For example, those lower-value clients have the potential to become higher-value clients if you understand more about their lifespan. This will show you opportunities where you can contact them more frequently and thus, build your sales. Just follow the patterns.

For more information on how Direct Mail can work for your business please contact us enquiries@firstmove.co.uk or call 01494 539300.

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