Mail is a unique one-to-one advertising medium and, as such, it can bring a range of benefits, including maximum accuracy, relevance, effectiveness, measurability and return on investment. At the same time, it minimises the waste and negative brand impacts that can result from sending the wrong message to the wrong person at the wrong time.
Selective reach
Mail is the most targeted form of advertising available, so it’s the most efficient in reaching the relevant customers. You can essentially select your own audience and talk to them on a personal level. It’s often this individual attention to which consumers respond.
People really respond
In a survey of 3,942 advertising mail campaigns:
- The average response rate for both b2b and b2c was 11.6%*
*Excluding campaigns that achieved a response rate of 30% or more, the average was reduced to 6.7% - The average response rate for b2b campaigns was 10.9%*
*Excluding campaigns that achieved a response rate of 30% or more, the average was reduced to 6.2% - The average response rate for b2c campaigns was 12.1%*
*Excluding campaigns that achieved a response rate of 30% or more, the average was reduced to 7.1%
Source: DMIS Response Rates Survey 2004
What response rate can you expect to see in your sector?
Mail can also achieve 12% long term sales uplift*
Mail is highly successful in raising brand awareness and increasing brand affinity. Its unique features enable advertisers to achieve four key objectives:
- Brand development
- Customer acquisition
- Customer retention
- Customer relationship development
For more about mail’s ability to achieve these business objectives, please see our Use of mail section.
*Source: dunnhumby report on mail in the FMCG sector
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