In a This Works case study presented at the Epsilon Abacus October Insights Day, Joe Fletcher had this to say about the impact of direct mail on their business…
Increasingly e-commerce businesses are considering catalogue marketing to drive sales. However, a key consideration is when is the right time to embrace direct mail to take advantage of the benefits it brings.
Just last week we held our most recent Masterclass, Driving online sales through a new channel. Attended by e-commerce businesses, we're finding pure-play companies are really embracing the printed catalogue as a new channel to market.I was recently interviewed by print production agency Cousin on this theme. These were my responses to their questions around the renaissance of direct mail and its role in today's digital-first world.
What do you think is a common misconception about direct mail as a marketing channel?A lot of people view direct mail as outdated or only appropriate for retailers who target older audiences. I would say this is untrue, as there has been a recent surge of ecommerce start-ups using a catalogue or direct mail to drive new and existing customers to buy online.
What is driving this resurgence of direct mail?Start-ups these days will grow organically through one or several online marketing channels, whether that’s Google AdWords, retargeting or social media. Traditionally, this has been the cheapest form of marketing from a cost per acquisition (CPA) perspective. However, every retailer will eventually find that their growth curve through online marketing alone begins to plateau. Then they begin to explore alternative customer acquisition channels. Many have found that sending a piece of well-targeted print marketing at the right time with the right offer can open up a completely new audience.
How can the cost of direct mail compete with the affordability of online marketing?