Following his recent guest appearance on JicMails Q3 2024 webinar, our CEO and Co-Founder, Rob Newton, shared his insights into the power of creativity in Direct Mail.
Here’s a quick recap of the key questions and Rob’s responses:
Q: Introduce yourself and tell us about PSE.
A: I’m Rob Newton, Co-Founder of PSE, a multi-award-winning specialist Direct Mail agency. We’ve been delivering high-quality Direct Mail campaigns since 1995 and are the creators of a 6-step process designed to help brands build successful direct mail channels.
Q: How important is creativity to print and mail marketing effectiveness?
A: Creativity is essential. It’s what your consumers see and how they perceive your brand. Great creative work guides consumers to experience your products, makes them desirable, and ensures the process is simple and enjoyable. It’s exciting to buy something new!
Q: Do you think marketers acknowledge the creative potential of the mail channel enough?
A: Creativity is acknowledged, but we often see marketers unsure of how to adapt their creative for direct response. Designing for something that will sit in the home is very different from designing for a screen.
Q: What’s unique about creativity in the mail channel?
A: Direct Mail puts something physical into someone’s hands, and it often stays in the home. It’s not just about a quick click—it’s about building a relationship. When someone buys through Direct Mail, it’s usually a conscious decision, which is why lifetime value (LTV) and average order value (AOV) tend to be higher.
Q: How do marketers get the most out of print creativity?
A: By tailoring creative to the client profile, which can lift response rates by over 35%. It’s also important to think about the tactile experience, use engaging formats, and ensure offers are clear and actionable.
Q: Tell us about how PSE harnesses the power of creativity for clients.
A: At PSE, we use tools like JICMAIL, the AIDA principle, eye-tracking studies, and expert copywriting to create impactful campaigns. The beauty of Direct Mail is that it’s not one-size-fits-all—you can personalise creative to suit specific audiences and achieve better results.
Interested in finding out more:
Head over to the DMA website to view the webinar and download the report.
