Direct mail response rates brief:
Washington Direct Mail Limited (WDM) was asked to improve direct mail response rates for one of the UK’s leading PPI recovery companies.
The client’s USP is that they will never use telesales, email, door-to-door, or high-pressure selling in any way, and they limit themselves to direct mail for prospecting, and communication by telephone, direct mail, and email only to aid the PPI customer process itself.
When WDM was approached in October, the client had an issue with their marketing. They were facing decreasing response rates and a very real search for viable prospecting data. This at a time when the Legal deadline for the closure of PPI refund claims was only eighteen months away, and the window for business was starting to close.
We were asked to consider how we could review and revise the direct mail marketing campaigns with a view to maximising response rates and prioritising data, as well as improving the Search Engine Optimisation (SEO) and Conversion Rate Optimisation (CRO) on their website. All with a deadline of the second week in December, to allow the client to understand what campaigns needed to be put in place for January 2018.
We began by reviewing and rating the client’s existing direct mail marketing. Not many UK direct mail companies offer this service because it requires an experienced in-house marketing resource, but WDM has their own Marketing Manager who handles all marketing consultancy work.
We then created a Testing schedule based on ten waves of one-hundred and ten thousand each, over ten weeks, with eleven different tests per wave.
Amongst these tests were diverse types of copy, numerous envelope sizes, and colours, pre-data-filled and un-filled response forms, different drop-days, as well as postcards versus envelopes versus one-piece mailers.
In addition, we had to bear in mind that the data had been contacted once already. This posed no issue, however, as our experience told us that for every use of the same data, the client should expect a halving of the response rate. Although minor, it’s this sort of knowledge that really makes the difference, and we were able to set a suitable target for the campaign as a benchmark.
And, because we were able to use the full range of our in-house direct mail services, rather than outsourcing, we could maximise efficiencies and hit deadlines, all whilst scaling up our shift-system to handle our biggest project over the shortest time-scales to that date… little did we realise that within two months, we would have quadrupled the roll-out for the client, to 4-million direct mail pieces over four weeks.
We also had to ensure each mail piece married together both letters and pre-data-filled forms and was accurately fulfilled. In some ways, this process – known as two, three, or four-way match mailing – was the easiest part of the test campaign. WDM has 2D barcode and weight measurement technology installed on its machinery.
Put simply, it enables us to guarantee the right person gets the right direct mail pieces.
Finally, we received all the responses from the Business Reply Envelopes (BRE’s) and the returned mail, then sorted, scanned and provided these to the client daily.
The processes we used to achieve campaign success:
- Marketing consultancy and account management
- Data management
- Website Conversion Rate Optimisation
- Website Search Engine Optimisation
- Direct mail design
- Litho printing
- Personalised digital printing
- Knife folding
- Two-way match mailing fulfilment
- Barcoding and direct mail weight measurement
- Royal Mail Mailmark reporting
- Response-handling, opening, and scanning
- Campaign Reporting and Insight
Direct mail results:
23 Test Campaigns
5.9 million direct marketing pieces
0.54% better than the target response rate.
24.86% better than the original control direct mail response rate.
The client requested a further six additional waves of tests and the roll-out of a 4-million-piece campaign as well as a ‘Best of Tests’ amalgamation.
Need more information?
Of course, we’ve deliberately not provided all the results. If we had, we would enable our client’s competitors to benefit from their testing, and we wouldn’t do that.
As a leading UK mailing company, we’re proud of our experience in design, personalised digital printing, litho printing and direct mail marketing management.
So, if you would like to have a chat about managing your direct mail or hybrid mail overheads, increasing your response rates, and achieving your communication objectives…
Get in touch with us. We’d love to help you.
Web Chat (bottom right)
Telephone: 0191 487 5148
You can also order your free WDM brochure and print sample pack today by completing the form on this website.