SHOWING WHY MAIL AND EMAIL WORK BETTER TOGETHER

Royal Mail

Question: How do you show that direct mail is still a vital part of the marketing mix.

Answer: Marketers are only interested in digital and think mail is old-fashioned. So we shared new research showing mail and digital are complementary, executed in a contemporary infographic style. Within four weeks, the campaign had produced a 470% sales increase above the annual target. To date, Royal Mail has achieved a 329% sales increase above their target.

WHAT HAPPENED

63% - Email open rate

329% - Sales increase above target

THE SOLUTION

If we wanted people to re-appraise direct mail, our communications had to look and feel different. Our idea was to use art direction to force marketers to re-appraise mail. We wanted a contemporary look and feel that would position mail as a 21st century medium, not a 19th century one.

We created a personalised direct mail and edm campaign based on a vibrant and dynamic infographic style. The mailing, which was preceded by a teaser email, consisted of a single piece which opened up into an A1 poster, showing the research findings about mail and email as two forces spinning around a single hub. The message was simple. “It’s not about mail. It’s not about email. It’s about mail and email.”

THE RESPONSE

A 5.6% response rate with an average visit time of 5m 4 seconds. An email open rate of 63%. Within four weeks, the campaign had produced a 470% sales increase above the annual target. And with a pipeline of more than £3m, Royal Mail are 329% ahead of their annual sales forecast.
SHOWING WHY MAIL AND EMAIL WORK BETTER TOGETHER by Publicis Chemistry
SHOWING WHY MAIL AND EMAIL WORK BETTER TOGETHER by Publicis Chemistry
SHOWING WHY MAIL AND EMAIL WORK BETTER TOGETHER by Publicis Chemistry
SHOWING WHY MAIL AND EMAIL WORK BETTER TOGETHER by Publicis Chemistry