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8% of direct mail items lead to a website visit

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of commercial actions taken when direct mail items are received.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

NSPCC: Look, Say, Sing, Play – helping parents and babies bond.

Case Study • DMA (UK), Bronze, 2020

NSPCC, a charity campaigning and working in child protection, launched an email campaign that provided tailored tips and activities to parents with the aim of helping them build stronger bonds with their babies.

Key: The Key to Your Better Retirement

Case Study • DMA (UK), Silver, 2020

Key, a retirement finance company, used social proofing and local data to target over 55s in the UK and show them how many of their neighbours were already benefiting from expert advice.

Ambitious about Autism: The world has turned upside down

Case Study • DMA (UK), Bronze, 2020

Ambitious about Autism, a charity, launched a storybook that explained lockdown to children affected by autism in the UK to better support them and their families during the pandemic.

D&AD: Masterclassics

Case Study • DMA (UK), Silver, 2020

D&AD, an educational organisation that promotes excellence in design and advertising, reached senior creative leaders in the UK by sending a torn-out page of their work to highlight where their hard work begins and ends up.

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

Network Rail: EIGHTEEN – The Graphic Novel

Case Study • DMA (UK), Bronze, 2020

Network Rail, the owner and infrastructure manager for most British railways, launched a Graphic Novel at ComicCon in the UK that highlighted the dangers of electrified railways to young people.

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Land Rover UK: Range Rover Sport – The ultimate performance campaign.

Case Study • DMA (UK), Silver, 2020

Land Rover UK, an automobile brand, promoted the launch of its new Range Rover Sport model by creating an integrated digital user journey that used email to reveal personalised offers and showcase the car’s credentials.

Titan Travel: Worldwide brochure – a personalised travel experience

Case Study • DMA (UK), Gold, 2020

Titan Travel, a travel agency, used personalised travel brochures to drive sales and revenue in the UK.

TalkTalk: Customer Value Statement

Case Study • DMA (UK), Bronze, 2020

TalkTalk, a telecommunications company, showed consumers how important it was to them during the coronavirus pandemic by launching an email campaign that told their story of lockdown life in usage data.

Sky Winback Team: Missed Parcel DM

Case Study • DMA (UK), Silver, 2020

Sky, a British broadcaster and telecommunications company, launched a retention campaign in the UK that encouraged ex-subscribers to return to Sky with an email that appeared as a 'you missed us' calling card.

Harley-Davidson: Email Like We Ride

Case Study • DMA (UK), Silver, 2020

Harley-Davidson, a motorcycle manufacturer, launched an email campaign featuring cinemagraphs, carousels and GIFs to give UK consumers a taste of the freedom they can experience when driving a Harley-Davidson.

Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Case Study • DMA (UK), Gold, 2020

Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.

Formula 1: Keeping F1 fans tuned in with no racing

Case Study • DMA (UK), Silver, 2020

Formula 1 (F1), the auto racing league, stayed connected with UK racing fans during the coronavirus lockdown by delivering personalised content and virtual meet-and-greet sessions with drivers.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

United Kingdom, Direct Mail advertising expenditure

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of total direct mail advertising spend in the United Kingdom since 2011.

Diversifying with direct mail

Article • Christopher Karpenko, ANA, Forward, December 2020

Direct mail can be a reliable catchall that bolsters a brand's digital tactics as it reaches prospective customers in their physical home.

Four key attributes of an award-winning marketing campaign

Opinion • Guy Hanson, December 2020

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.

Lifebuoy: Hackwashing

Case Study • Rhea Jain, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand, Lifebuoy, hacked people's existing hygiene routines to dramatically reduce infections at a religious festival in India.

The future of retail: Looking back to go forward

Article • Jenn Szekely, WARC Exclusive, November 2020

This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.

The case for combining direct mail and influencer marketing

Article • Christopher Karpenko, ANA, Forward, November 2020

Direct mail, when used in tandem with influencer marketing, can be highly effective at driving conversions.

How to stand out at the DMA Awards – a judge’s perspective

Opinion • Laura Jordan Bambach, November 2020

Ahead of tonight’s virtual event announcing the first set of winners in the 2020 DMA Awards, Laura Jordan Bambach reflects on this year’s judging process.

Lighthouse Centre for Wellbeing: Unspoken, uae

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Re-evaluating media

Research Paper • Ebiquity, March 2018

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.
The future of retail: Looking back to go forward

Article • Jenn Szekely, WARC Exclusive, November 2020

This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Email marketing sees performance boost during COVID-19

Data • Rob Clapp, WARC Data Points, May 2020

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.
COVID-19 brand discovery highest on social and TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of brand and product discovery in the UK and US during the novel coronavirus (COVID-19) outbreak by age, gender and shopper segment.