Retail brands from across the UK gathered at the Soho Hotel on June 27th for the Epsilon Abacus bi-annual Direct Mail Masterclass. Attendees settled into the famously comfy armchairs at the Soho Hotel’s screening room for what proved to be a morning of insight and revelations.
Ben Collier from Epsilon Abacus kicked off with a compelling case for the relevancy of direct mail in our digital world, sharing case studies from brands such as SPOKE who achieved an astonishing ROI of 93% from their first campaign and handmade jewellery retailer Posh Totty Designs, examples of brands that have grown their businesses using direct mail to drive online sales.
Royal Mail’s MarketReach presented stats from their own research in support of direct mail as an online driver and delivered a fascinating, interactive session on building an optimal catalogue front cover using eye tracking software. What a difference this can make to the performance of a direct mail campaign!
Rounding off the morning was a panel discussion with Nicola Downes from Biscuiteers, James Ginzler from Posh Totty Designs and Bunty Stokes from Sunuva. All three of these panellists had attended a previous Masterclass, worked alongside Epsilon Abacus to provide direct mail expertise and data solutions, and all three are now regular direct mailers following the results achieved from their early DM campaigns.
Summing up, in the words of Obi Ezekwo from Epsilon Abacus, “with brands finding it increasingly hard to have deeper and more meaningful connections with their customers we are pleased to offer this half day Masterclass which provides an exciting, additional channel for them to grow brand loyalty and lifetime value from their customers.”
The next Direct Mail Masterclass is scheduled for February 2019 - contact us if you'd like to pre-register for this event.