Direct marketing: Direct mail

 

In the UK direct mail volumes have been dropping, but in 2006 the medium still accounted for 12.2% of advertising spend. Email marketing is growing fast, but is still dwarfed by direct mail, both in U ...

The desire to manage direct marketing campaigns on a pan-European basis is commercially strong, especially the appeal of production economies, but the reality is not simple. The principal differences ...

The rapid growth of online and digital advertising has led many to ask whether traditional mass communications like television commercials and direct mail have a future. However, it seems that both ol ...

In this article, Alex Batchelor, marketing director at Royal Mail, talks to Judie Lannon, the Editor of Market Leader, about the opportunities direct mail offers and how Royal Mail is bringing a fresh ...

Despite a reputation for being irritating and annoying, direct mail continues to attract growing expenditure while other budgets suffer. Using findings from Pitney Bowes survey of consumer opinion on ...

Few people have the talent to write persuasively, but everybody in management, marketing and sales thinks they can, and thus that they do not need to hire professional copywriters. The results are pai ...

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. ...

Philip Kirk, head of the Media Development Team at Royal Mail, and Graham Spickett-Jones, from Hull University, describe new research designed to provide hard evidence of mail's capacity as a medium t ...

This paper covers establishments primarily engaged in creating, producing, and mailing direct mail promotional pieces for clients. This industry also encompasses establishments primarily employed in c ...

By simplifying financial paperwork such as bills and statements, financial institutions can improve the customer experience, this paper argues. When viewed as branding's unsung heroes rather than as n ...

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago. He reveals that Wunderman's watchwords of 'p ...

Clive Mumby, chairman and founder of dunnhumby, argues that the effectiveness of direct marketing campaigns needs to be looked at more carefully. Mass-mailings that achieve response rates of 1% or 2% ...

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campai ...

This paper investigates the possibility of identifying clusters among consumers receiving sales flyers from retailers (supermarkets, etc.). First, flyers are defined and then consumers' perception of ...

This article examines the contribution of direct mail advertising to average weekly unit sales of a national fast food franchisee. Two different types of direct mail advertising are used, both indepen ...

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring ...

This is a piece on direct mail by Tim Rivett of Royal Mail. The article centres on the concept of media neutrality and the part that direct mail has to play. He traces UK expenditure on direct mai ...

An article which introduces four features on direct marketing. It reminds readers that direct marketing has been the great advertising phenomenon of the last twenty years. The growth should be seen ...

This best practice article provides on overview of the direct marketing industry. It defines the two key elements of the medium - direct contact (mail, telemarketing etc) and direct response (media ...

The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be ver ...

Tom Rayfield's piece centres on the importance to brands of emotional loyalty and the work in this area by Garth Hallberg the author of 'All Consumers Are Not Created Equal' and a contributor to the ...

Tom Rayfield gives a glowing report on a mail shot he received from Royal Mail. The piece advocates maintaining marketing budgets during an economic downturn. The package has three components:- a br ...

Why are direct mailers still sending as many unsolicited mail shots as they were in 1991? Tom Rayfield describes many examples including Barclaycard, Gieves and Hawkes and Marks and Spencer Loan Sales ...

This article describes how Mitsubishi Fuso Truck of America created an on-line, on demand Internet facility that enables dealers to create their own direct mail programmes.

Interview with Richard Eber, chief creative officer of MRM Partners Worldwide. Discussed: his career, favourite campaign (the GMC Envoy truck), direct marketing.

In this article we investigate the possibility of identifying clusters, as a possible base for segmentation among consumers receiving circulars. Initially we define circulars and use this definition t ...

Interview with Rory Sutherland, executive creative director of Ogilvy-One Worldwide (the world's largest direct marketing agency).

Examples of badly designed and badly targeted direct mail and e-mail letters. Agencies and clients still fail to realise that 'their lovingly created mailshot will, when it arrives on the doormat, be ...

A quiz to see how much you know about Direct Mail language and statistics (answers included).

An e-mail competition based on the nation's ten favourite words (as discovered by a recent survey). Advertising the Domesday Book replica.