(Gatwick Airport, 2018)
bdc
charity
Warm list
Abandon DM for Email for resource efficiency
$1million sales
(Econsultancy, 2018)
bpl law
legal
Law Graduates
Social Media
Hire 40 grads and build awareness
40% increase in applications, 3x social media following, doubled website traffic
(Campaign, 2015)
rs components
electronics
2.8million search queries
SEO
Large keyword list to build website SEO
1000% increase in traffic
(RS Components, 2016)
Public Health England
healthcare
1.6million health workers across 35 regions
Newsletter eCRM strategy
35% increase in reactivated memberships
(Public Health England, 2019)
multichannel campaigns
john lewis
retail
Mass market
TV, Social Media, PR
Elton john integrated Christmas campaign
903% increase in sales, 4:1 positive online sentiment, 3.5tb of online PR
(YouGov, 2018)
elsevier
healthcare
Warm list
Website, Email and Social Media
Email to convert site visitors
35% conversion rate and 24% clickthrough rate
(Adobe, 2019)
royal mail
postal
50 marketing managers
DM and Social Media
MarketReach personalised campaign to increase business spend
3mil reach, securing 40% increase in business
(Royal Mail, 2018)
tesco cc
banking
Mass UK
DM, Press and Outdoor
Increase awareness and sales
Highest rates of credit card acquisition
(The Drum, 2017)
kitkat
retail
Mass UK
DM and Retail
Small mailer which drove footfall into local newsagents
5% increase in UK sales
(Media Hut, 2018)
Appendix 2 – Thematic Analysis of interviews
Themes | attitudes, preferences & relevancy | traditional channels | modern digitisation | multi-channel consumption |
participant A | “Marketers turn away from DM because they think it’s an old hat thing, but actually, what people are realising now is that in certain sectors you can’t ignore it.” | “For some of the markets we work in (Independent Retailing, Builders and Construction), DM gives the best response in terms of growth volume.” | “Businesses are also coming away from Email, especially talking about cold emails because of a decline in response rates. There is a rise in customers blocking and deleting Emails, so they aren’t getting through in the first place.” | “For a skincare client, they wanted to market a new product via social media to a new audience. One of the challenges of such a physical product is that you can’t realistically prove from digital channels that it works. You have ads, but this is a matter of trust. So the solution is a DM info pack with free samples. You offer a guarantee and help to build credibility and a relationship.” |
participant B | “I hate the hassle of DM. For complaining, Twitter is a useful substitute.” | “Post (DM) is a channel I avoid, because mostly when I get generic brochures in the post, they go straight into the recycling bin”. | “I prefer to look at things digitally. It’s easier to search for what you want as opposed to spending time looking through catalogues. Even with Argos I think they know this too. I’ve found that their catalogue contains way less products than on their website. They know that time can be spent in better ways.” | “They send me brochures and a 20% voucher when they have new ranges. So I have the choice of using this online or in-store and I never fail!” |
participant C | “On screen I have to screenshot sometimes as I don’t always remember what I’ve seen. I also don’t listen to parts of social media like twitter as often people just criticise and never say anything good.” | “I get post from university which is always important and I get special vouchers from boots because of my loyalty advantage card… they send me offers in the post based on items I’ve bought in the past.” | “I get all my spam through Email and they stay unread or deleted.” | “Student finance is the best example, I rely on mail and then online tracking. That way I know where exactly my paperwork is.” “I clicked a social media ad for a new build development. I tagged my sister in the post as she was looking for a house but forgot about it… She filled in her info, they sent her a brochure in the post and she booked a showhome viewing and went fo |
