How a mailing campaign can help your business prosper this year

The start of a New Year is always a time when people are intent on making resolutions, joining clubs, renewing memberships, or even opting to leave them. If you’re a business, charity or organisation looking to gain new customers whilst retaining existing ones, getting your message across to the right people can often seem a daunting task.

At first glance, a mailing campaign may seem old fashioned in today's giddy world of online communication. However, a physical piece of mail can successfully make a lasting impression when it lands on someone’s doormat, helping your brand to stand out above the competition. In a digital age saturated with unsolicited emails and irritating pop-ups, direct mail offers a refreshing, tactile experience. A mail piece engages more than just the eyes. A good looking, tangible, printed mailshot can leave a lasting impression that an impersonal email just can’t match.

As we all know, pretty much all door-drop mailing goes straight in the bin. So, how is ‘direct mail’ any different? Well, there’s a huge difference! A personalised mailing, tailored to the recipient’s individual needs gives them a sense of being valued and understood.

Direct mail allows for a level of personalisation that goes well beyond the correct salutations and merge fields of a blanket email. A printed item can contain personalised offers and specific images tailored to the interests of an individual recipient. It shows the recipient that they are valued customers, because you’ve taken the trouble to address their particular interests, membership milestones, or personal achievements. It adds a personal touch that promotes a sense of inclusion. Common sense tells us that a satisfied customer tends to become a repeat customer. Letting them know you understand their individual needs is a sure fire way to keep someone happy with your brand.

According to studies published in 2023, the average lifespan of a personalised mailshot remaining in someone's home is over 7 days. Whether on a coffee table or a fridge door, a quarter of all direct mail stays in someone’s house for over a month. In comparison, a typical marketing email will sit in someone's inbox for a mere 17 seconds before being deleted.

What’s more, once delivered, a mail piece may well be picked up and read by other people at the same address, thus expanding a campaign’s reach with zero extra cost! The staying power of direct mail makes it a brilliant way to build awareness and loyalty through multiple engagements.

According to research by the DMA (Data & Marketing Association), direct mail enjoys an average response rate of 9% for residential addresses. Compare this to the woeful 3% average click-through rate of Google Ads, 2.5% for general email marketing or 1% for Facebook Ads, direct mail is far more effective than other advertising channels.

Don’t let the cost of postage put you off. Whilst postage can take up a large part of any mailing budget, in reality, this can be far less than you might think. No matter how big or small your requirement may be, from 1 letter to 10,000 or more, by using TPM for your campaign, you'll make huge savings against Royal Mail prices than if you were to do it yourself.

TPM has the capability to turn around campaigns swiftly and efficiently, thanks to our fleet of in-house mailing machines capable of printing and enclosing several thousand mail pieces per hour. For complex tasks beyond the capability of automation, we offer a highly skilled production team experienced in manual handling. We also take the security of our clients' data very seriously, with data cleansing and GDPR compliance employed as standard.

So, if you’re hoping to get your organisation or brand standing out from the competition this year, why not give direct mail a go? It could be one New Year’s resolution you’ll be glad you made!

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