We all know the force that is digital marketing, but have you ever thought about taking it back a step? When it comes to engagement, ROI and cut-through, direct mail presents an impressive case.
According to the research, the current response rate for household direct mail is just over five per cent and the median return on investment (ROI) comes in at 29 per cent.
The Real Media Collective is a thought leader and educator in the realm of letterbox advertising. It has collected a handful of global case studies that show us direct mail marketing is far from dead.
Back to basics: catalogue with a twist
Ikea and catalogues go together like Ikea furniture and Allen Keys.
But after 38 years, the Swedish-founded furniture retail company knew something had to change.
It remodelled its famous catalogue as ‘The Most Helpful Book in the World’, which featured a measuring tape attached to the package, placing the right tools literally into its audience’s hands.
By adding this touch of imagination, Ikea was able to increase sales by a whopping 13.5 per cent.
From Gmail to direct mail
When one of the world’s biggest technology brands wanted to break into a new market, it turned away from everything it holds dear.
Google sent out a unique mailer, highlighting its ease of use to potential Japanese customers in an attempt to increase the uptake of Google AdWords for SMEs.
To build trust with customers, the search engine sent out a locked box that could only be opened by a code found through Google AdWords.
Of the targeted group, 95 per cent used the code and 51 per cent answered a questionnaire on the custom microsite – an overall ROI of 90:1.
Capitalising on a good experience
While the value of data is often touted in the digital world, cruise company Cunard used its insights to turn one-time cruisers into loyal customers.
Its highly targeted ‘Welcome home’ mailer reached customers as they returned from their cruise, encouraging them to rebook their next adventure.
Bookings across the mail base generated a five per cent uplift and an ROI of $80.20 for every $2 spent.
A healthy lifestyle can start in a mailbox
In the nation’s capital, luxury shopping centre the Canberra Centre had recently launched a new health and wellbeing centre, Eden.
Unsure of how to bring in active locals, it delivered a print booklet to 47,000 targeted females and males to raise awareness of the new fitness sanctuary.
Overall foot traffic in the precinct increased five per cent, matched with a 3.9 per cent lift in sales.
The direct mail campaign also assisted in the digital success of the Canberra Centre, with online blog views lifting 143 per cent following the delivery of the booklet.
The power of a discount
For gourmet food specialists Maggie Beer, a simple direct mail campaign boasting a 20 per cent discount was all it took to reignite interest in its hampers ahead of Christmas.
Compared to a conversion rate of around 0.01 per cent with its digital newsletters, the DM campaign translated to three per cent conversion, lifting company revenue over a five-week period.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]