Millions of digital communications sent and received every day, but research shows direct mail advertising really cuts through the noise.
With open rates as high as 90% (compared to around 20-30% for emails), and around 31% of recipients of direct mail going on to visit the sender’s website, the impact of direct mail means it can offer far greater returns than digital media.
In the competitive arena of fashion and beauty e-commerce, direct mail can be an especially useful tool in the marketing toolbox. Targetable, measurable and (for the recipient) tangible - smart direct mailing has the potential to be extremely memorable and engaging, as well as conveying powerful cues for your brand. But creating an effective direct mail campaign means doing your homework; from cultivating a database to designing your mailing and delivering on time, there’s a lot to consider.
Design, write & print perfectly
First impressions are essential when it comes to direct mail and every little detail matters - did you know oversized envelopes are opened more than regular sized ones? (smallbizgenius) Including your company logo on the front makes your mailing more recognisable and trustworthy, while a bold visual and catchy tagline will grab the reader’s attention. Personalising your direct mail helps show the recipient that your brand is relevant to them as an individual, increasing profits by 31% and boosting loyalty to over 40%. (Smithers Pira)
Top tip:
For this tactile medium, don’t scrimp on paper quality. Invest in materials that make customers feel valued to raise your brand’s reputation and reflect the quality of your garments or beauty products. Consider the environmental impact of your materials. Recycled paper or biodegradable wraps will help show your audience that you’re not all talk when it comes to sustainability.
Know your audience
It’s simple: if you understand what your target audience wants or needs, and how they behave, you can tailor your marketing accordingly. And you won’t become a nuisance! For example, beauty and cosmetics brand Yardley London had great success promoting its Classics range to a 40+ audience, armed with the knowledge that this demographic was 28% more likely to engage with direct mail than other forms of media. It’s more cost-effective to maintain existing customer relationships than to actively seek new ones, so understanding your audience and their lifestyles is essential.
Top tip:
Asendia’s address cleaning service keeps your database up-to-date at all times. This prevents duplicate mailings, saves you money on undeliverable items and ensures your marketing material ends up in the right hands.
Always keep timing in mind
From seasonal offers and product launches to events and new store openings, good timing is essential to the success of your direct campaign. Nowhere is this truer than in fashion and beauty, where trends change with the seasons and significant calendar dates present huge opportunities to drive sales. But being mindful of timing doesn’t just mean ensuring your mailing arrives well before a planned event; it means considering the exact day your direct mail piece arrives. Targeting 9-to-5 workers? Deliver on a Saturday when they’re more likely to open and read their mail.
Top tip:
Many consumers hold onto catalogues and brochures to look through at a later date. Encourage recipients to visit your website with a limited-time offer, or a follow-up piece.
Go multi-channel for full impact
While direct mail offers great ROI and engagement, don’t discount digital altogether. In fact, studies show that direct mailing works best when complemented by digital media. Even companies that exist solely online such as Zalando communicate through direct mail, targeting its lapsed customers with an invitation to return to the site and “discover the latest trends and brands”. Consistency throughout your marketing material, website, social media and physical stores will help build your brand and bolster your salience. A strong multi-channel presence will ultimately make those all-important purchases more likely.
Top tip:
Identify your most effective digital communications and use physical mailings to direct new and existing customers there for maximum impact.
Go multi-channel for full impact
While direct mail offers great ROI and engagement, don’t discount digital altogether. In fact, studies show that direct mailing works best when complemented by digital media. Even companies that exist solely online such as Zalando communicate through direct mail, targeting its lapsed customers with an invitation to return to the site and “discover the latest trends and brands”. Consistency throughout your marketing material, website, social media and physical stores will help build your brand and bolster your salience. A strong multi-channel presence will ultimately make those all-important purchases more likely.
Be creative
A good idea will help make your direct mail stand out as something of value, as opposed to a piece of junk mail that’s destined for the recycling bin. For example, Tiffany and Co had success sending prospects birthday cards, while Nobody’s Child built loyalty, welcoming new customers with a note and a bracelet as a small gift. Beauty and cosmetics brands can include free samples to demonstrate the quality of their goods.
Top tip:
Personalised thank you cards accompanying purchases can help build a positive bond between you and your customer. Promo codes will help you track the effectiveness of your direct mail activity.
Marketing Mail - Asendia’s direct mail solutions
Whatever the campaign, Asendia’s many years of direct mail experience means we’ve got the expertise to support your fashion or beauty brand every step of the way. From planning your direct mailing strategy to printing the mailings, warehousing and distribution, our end-to-end solutions work around your needs for a cost-efficient campaign that offers real results.
Find out more about Marketing Mail today or contact our friendly, professional team to see how we can help you.
