Mailings: the way to direct customer contact

Why are mailings worthwhile?

The latest CMC Print Mailing Study from 2021, collected by the Collaborative Marketing Club (CMC) in cooperation with Deutsche Post, examined the activation power of printed mailings in the acquisition of new customers from online stores.
The results showed that the response rate averaged one percent. The costs per order averaged 40 euros, with a return on advertising spend (RoAS for short) of 250 percent. This means that one euro invested generates sales of 2.50 euros.
The study also examined the advertising impact of fully addressed (specific person) versus partially addressed direct mail (persons of a house). It was found that the fully addressed direct mail pieces were 22 percent more effective, with a 1.2 percent response rate. The partially addressed mailings, on the other hand, averaged a 0.9 percent response rate. Thus, higher activation was confirmed by fully addressed mailings.
It was also shown that the shopping basket was 20 percent larger as a result of fully addressed advertising .

What is the best way to implement a mailing?

• Analysis - In a workshop, we evaluate the status quo of the customer journey with companies. Which channels are currently used and how are customers best provided with information? In which phase (pre-purchase, purchase or post-purchase phase) can the use of mailings by post offer customers added value and how can the channel contribute to achieving the company's own communication goals in a more targeted manner?
• Consulting - If mailings turn out to be a relevant touchpoint to customers in the analysis, we then define goals for the future mailing strategy together with our corporate customers. The main question is: What is to be achieved? For example, do you only want to increase awareness or do you want to create interaction and thus close a gap in customer communication? And what is the target group for the mailing? Once the goals and target group have been defined, it's time to find out what information is still missing and what key figures are needed to be able to draw conclusions from the results (e.g., via a tracking concept in compliance with DSGVO guidelines).
• Solution - Now we develop the actual mailing concept together and define the type and form of the mailing as well as its content. Then it's time to examine a wide variety of mailing samples and select paper and finishing options. Our many years of experience in technical feasibility are directly involved in this process. Depending on the size of the planned print run, certain implementations may not be feasible for reasons of time or cost. Aspects of sustainability for printed matter (FSC/climate-neutral printing/recycled paper) also play an increasingly important role and are taken into account. Depending on the size, weight and print run, we also pay attention to optimizing postage costs when mailing. If a high-quality mailing is desired, in which the letter is enriched with give-aways, we provide support in collecting ideas and research. You will receive samples and information on availability.