Direct mail campaigns are more likely to be informative, educational and personalised than the average UK advertising campaign, according to a WARC and Royal Mail Marketreach analysis of case studies in WARC's database of successful campaigns. A free sample of the report is available here.
Two-thirds (65%) of effective case studies that use direct mail as the lead media have 'inform' or 'educate' as a creative strategy, compared to just 42% among all UK case studies.
Direct mail also over-indexes for personalisation as a creative strategy, at 24% compared to just 12% for the average. Pairing...