• Antalis urges dealers to cash in on direct mail resurgence

        • Antalis is advising dealers to leverage modern mail techniques in order to help customers maximise digital marketing that can create real standout.

          A study by Royal Mail and global market research firm TNS recently found that direct mail can work alongside traditional broadcast channels and digital media to deliver stronger business outcomes.

          The research also revealed that 70 per cent of consumers said that direct mail gives those who receive it a better impression of the organisation, while 87 per cent of people consider marketing mail ‘believable,’ compared to just 48 per cent who consider email believable. Direct mail is also seen as more likely to grab the attention of the recipient and be perceived as more secure and important.

          In light of this, Antalis is stressing the need for dealers to take advantage of the latest developments in paper-based comms by offering customers a wide array of custom paper, print and envelopes which can create truly personalised modern mail campaigns, especially in the run up to Christmas.

          Cassie Marvin, Marketing Manager for Antalis’ Office Division said, “given the sheer volume of digital advertising noise, it’s no surprise that direct mail is making a comeback and will no doubt continue to prove itself as an effective marketing tool. Today’s consumers receive so many digital brand comms a day that the reality is many tend to ignore all but a lucky few, dismissing the rest as spam.

          “The increasing trustworthiness of direct mail is closely linked with the paper renaissance, where, compared to their digital counterparts, paper-based comms can succeed in creating more tangible pieces of brand connection. In turn, this presents a real opportunity for dealers to upsell to their current and new customers

          “That said, the key to a successful direct mail campaign is not to hark back to the days of mass spam, but should focus on targeted data-driven communications that are bold and creative with the choice of paper, print, and envelopes. This will ensure the mail gets into the hands of customers who value them and will engage with them to guarantee a valuable return on investment.”

          “As a business committed to helping dealers to grow their business, Antalis offers a wide range of premium, creative and custom papers guaranteed to add the ‘wow’ factor to any paper based communications.

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