Direct Marketing

Information and insights on direct mail and other types of direct marketing

Decision Making


Francesca Brosan, Admap, April 2014
This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used. Websites, email and social media account for the most spend, but over three years marketers have begun to spread budgets more widely.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Preston Guild, a festival held every 20 years in Preston, UK, used an original design concept to attract visitors, increase the Guild's profile and engagement with the media, and improve perception of Preston as a great place to live and work in. The Guild Festival was composed of a number of events taking place in 2012, and incorporated existing annual community events to achieve added value from the Guild ethos and profile.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a launch campaign in the UK by Callcredit, a credit referencing, risk and fraud agency, which targeted insurance companies as potential clients. The 25 most important prospects were identified, and a number of contacts within each company sent a direct mailing.

Direct Marketing Association - UK, DMA Awards, Silver, 2013
This case study describes how the Scottish government used direct mailings to promote its free energy savings service to a difficult target audience. The government offers free central heating, insulation or boilers to households that meet certain criteria, but had found that over the years of the scheme response rates had declined.

Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case study describes a campaign by WM Morrisons, the British supermarket chain, which segmented its audience in order to improve its print special offer leaflets. Panel data, focus groups and interviews were used to better understand media consumption, suitable messaging, and product targeting for each group.

Direct Marketing Association - UK, DMA Awards, Bronze, 2013
This case study describes a campaign by Lloyd's Pharmacy in the UK which used direct mail, TV ads and PR to promote services which help heart health. TV ads and direct mail targeted at people who had previously used the company's services invited people to take tests, promoted offers and gave information on managing conditions.

Case Study

IKEA weatherman
Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case study describes how IKEA, the home furnishings company, used digital channels to provide personalised weather forecasts to loyalty card holders in the UK, in order to promote its outdoor range. When the weather was going to be good, emails were sent with a weather forecast for the individual's own garden, and highlighting the company's products.

Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case study describes how IBM, the technology and business services company, used sponsorship of the Wimbledon tennis tournament to promote a social media sentiment tracking product to a C-suite audience. The high profile attendees of the event made it an ideal platform for IBM, which used the opportunity to demonstrate its data processing and interpretation capabilities by publishing live data on social media sentiment.

Simon Shaw and Matt Bright, MRS Awards, Finalist, December 2013
This report describes research conducted by Royal Mail, the UK postal delivery service, to understand what variables increase the effectiveness of direct mail. Five fake brands were created, and five direct mailings created for each, with progressively more physical features.

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