Birmingham-based direct mail fulfilment and print management services provider, bakergoodchild, has revealed how designers, agencies and marketing brands can get the best results from printed direct mail, after the company reported seeing a revival in printed direct mail, that is specifically targeted at consumers.
The success and increase in spend in direct mail is being put down to it being more targeted at the customer in their home environment, so the more impact the piece has, and the more attractive it is, the more likely the customer is to read it.
According to bakergoodchild, there are several ways of improving your ROI and attracting and gaining customers attention via direct mail. The company found that there is a definite green or environmental advantage to be gained, with customers more likely to respond to a specifically targeted and personalised item, thereby reducing wastage. As bakergoodchild only deals with ISO 14001 accredited suppliers, there is a guarantee that materials will have been sustainably sourced, thereby ensuring that products, such as paper, will have come from forests that have been properly managed. All of which can all help to increase response rates.
Other key factors include a tailored and personalised content, with the latest offers and promotions being highlighted, all of which help to increase the customers perception of the company targeting them. Acknowledgement and thanks for previous purchases are also appreciated, as is accurate and correctly addressed information so clean and verified data is particularly vital, all of which help to increase customer satisfaction and provide a tangible ROI.
Statistics provided by bakergoodchild have found that 98% of customers found personalisation a principal factor, whilst 68% revealed that image personalisation helped to enhance a direct mail campaign, and some 56% of consumers said they would be more inclined to use a retailer if the personalised experience was of a good standard. The better tailored the mailshots, the more likely you are to see a good ROI.
More advice on this subject can be found on bakergoodchild’s website at; https://www.bakergoodchild.co.uk/infographics/
Commenting on the advantages of targeted and customer specific direct mail, bakergoodchild Managing Director, Lorraine Burnell, stated, “It’s clear from what we are seeing in our business and from our own findings, that personalised print has a more powerful impact on the consumer, due to the effort that goes into producing a campaign. Therefore, any help or suggestions we can give our clients to help them produce a successful door drop campaign that has the wow factor, we feel is appreciated and of benefit, with a clear ROI being the return.”
Located on a secure industrial estate in Aston, Birmingham, the new premises are equipped with dedicated loading and delivery areas, staff, and customer parking, as well as providing easy access to the major motorway networks.
In November, last year the company unveiled its new corporate identity, together with a new website. The website can be viewed at www.bakergoodchild.co.uk
bakergoodchild currently provides print, mail, and postage services for a variety of national and international clients, mailing both across the UK and overseas.
Being an independent specialist provider of bulk mail fulfilment and postal services, the company has invested in specialist bespoke mailing solutions and software, which enable them to be at the forefront of using new technologies within print for direct mail marketing campaigns.
Based in the heart of Birmingham, close to the city centre, bakergoodchild is a privately-owned company with extensive experience in providing print, mail, and postage solutions, throughout the UK and Internationally.
For information on the services bakergoodchild provides, please visit their website (www.bakergoodchild.co.uk) or call 0800 612 1972.