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What is Direct Mail? 

Direct mail is a marketing technique that involves sending physical promotional materials—such as postcards, catalogues, brochures, or letters—directly to the homes or businesses of your target audience. Unlike digital ads, direct mail provides a tangible, personal touch that can leave a lasting impression on recipients. It’s a highly targeted form of advertising that allows businesses to deliver customised messages, offers, and branding directly into the hands of potential customers.

How Can Direct Mail Drive LTV Over Other Marketing Channels?

Direct mail can significantly increase Customer Lifetime Value (LTV) by creating stronger, long-term relationships with customers. The physical nature of direct mail provides a more memorable and engaging experience than digital-only communication. Personalised, targeted mailings can build trust and loyalty, making customers more likely to continue doing business with your brand over time. By combining direct mail with ongoing customer engagement strategies, such as follow-up emails or exclusive offers, businesses can increase repeat purchases, enhance customer satisfaction, and ultimately drive higher LTV compared to less personal marketing channels.

How Can Direct Mail Work Alongside Other Marketing Channels?

Direct mail works seamlessly with digital marketing channels to create a cohesive, multi-touchpoint strategy. By integrating direct mail with email marketing, social media, and online advertising, you can reinforce your messaging across platforms and create a more comprehensive marketing approach. For example, a customer might receive a personalised offer through direct mail, followed by a reminder via email or a targeted social media ad. This multi-channel approach amplifies your message, increasing the likelihood of conversion by engaging customers at multiple points in their buying journey.

How Does Direct Mail Drive a Higher AOV and Higher ROI?

Direct mail has been shown to drive a higher Average Order Value (AOV) and higher Return on Investment (ROI) due to its ability to create more personalised and impactful customer experiences. The tangible nature of direct mail grabs attention and encourages action, especially when combined with special offers, discounts, or limited-time promotions. When customers feel personally valued, they tend to spend more, leading to higher AOV. Additionally, direct mail’s targeted approach ensures that your marketing budget is spent on reaching the most relevant audience, maximising ROI through higher response rates and increased customer engagement.

Is Direct Mail Sustainable?

Yes, direct mail is sustainable, especially with advancements in eco-friendly practices within the industry and PSE is committed to delivering all our client’s sustainable campaigns by working with a trusted group of suppliers that hold sustainability at the upmost importance

Direct mail also offers precise targeting, meaning fewer materials are wasted on untargeted audiences. By sending highly relevant, personalised mail, businesses can ensure that their marketing efforts are efficient and environmentally conscious.

When combined with recycling initiatives and responsible sourcing, direct mail can be a sustainable part of your marketing mix.

How Can You Measure Direct Mail?

Measuring the effectiveness of direct mail campaigns is straightforward, often more so than digital channels, as it provides direct attribution to specific customer actions. Key performance indicators (KPIs) such as Revenue, Return on Investment (ROI), Return on Ad Spend (ROAS), and Cost Per Acquisition (CPA) are commonly used to evaluate the performance of direct mail. 

• Revenue: By including unique promotional codes, QR codes, or specific landing page URLs, you can directly link sales and conversions to a particular mail piece. This direct attribution makes it easier to track the exact revenue generated by a campaign, compared to digital ads, where attribution can be diluted across multiple touchpoints.
• Return on Investment (ROI): ROI is calculated by dividing the profit generated from the campaign by the total campaign cost. Direct mail offers clear tracking methods, such as redemption of unique offers or coupon codes, making it easier to calculate the return for every pound spent.
• Return on Ad Spend (ROAS): ROAS tracks how much revenue is generated for each pound spent on the direct mail campaign. Direct mail provides strong attribution since each mail piece can be tied to a specific action, unlike digital marketing, where it can be harder to credit conversions to a single source due to multiple interactions.
• Cost Per Acquisition (CPA): CPA measures the cost of acquiring a new customer. Since you can track exactly who responded to a specific mail offer, you can directly calculate the cost to acquire each new customer through that campaign. This is often more accurate than in digital, where multiple channels may share credit for a single acquisition.

Why Direct Mail is More Measurable Than Digital Channels?

Direct mail offers clearer, more direct attribution compared to many digital channels, which often suffer from complex, multi-touch attribution models. With direct mail, each response or purchase can often be linked directly to the piece of mail that prompted it, whether through unique discount codes, trackable URLs, or phone numbers. This gives marketers a more accurate view of the campaign’s performance, eliminating much of the guesswork that can arise with digital ads, where users may interact with multiple platforms before converting.

By focusing on these KPIs, businesses can easily measure and optimise the impact of direct mail campaigns while gaining more precise insights than are sometimes possible with digital marketing.

Why choose PSE to run your Direct Mail Campaign?

• For nearly 30 years we have worked with some of the UK’s leading brands to grow their Direct Mail Channel.
• We are Gold and Silver DMA Award Winners (the DMA are the UK’s leading authority in Direct Mail)
• We are JicMail Platinum Partners (need to explain JicMail) JICMAIL stands for Joint Industry Committee for Mail and delivers industry-standard audience measurement data for Direct Mail
• We have delivered campaigns hitting 64% higher response rates and 35:1 ROI
• And most of all, we love what we do and are passionate about our clients achieving their overall business goals.