Direct mail still makes customers feel valued

Email might be free and instant, but the evidence is that customers still have a big preference for the personal touch that comes with direct mail, says Andrew Miller of Royal Mail in a recent interview on Marketing Donut.

Email might be free and instant, but the evidence is that customers still have a big preference for the personal touch that comes with direct mail, says Andrew Miller of Royal Mail in a recent interview on Marketing Donut.

“Research suggests that direct marketing is eight times more likely than any other medium to make customers feel valued,” he said.

Miller says direct mail is a great way to reward loyal customers with a discount voucher or gift. He also stresses its effectiveness for up selling.

“If you’re keeping good databases and tracking customers, you’ll know when a particular group may want a product upgrade or benefit from a value-added service.”

Miller says the key to a successful direct mail campaign is targeting.

“Direct mail is about reaching out and having that personal touch. Customers are valuing that more and more these days.”