What works and what doesn’t with direct mail, we’ll share everything we know

Producing effective direct mail requires a full understanding of the product or service being offered together with an ongoing programme of testing and analysis. You can of course generate high responses in one-offs but generally, achieving consistently high response rates from a direct mail campaign takes time to develop.

For example how does colour impact on response? What letter design works best? What is the right call to action for a given audience?

Our people at Spitfire have spent many years finding the answers to these questions and consequently improving response rates and increasing conversion.

But how do we measure success? How do you benefit? Before we can answer that we’d need to know about your business. Quoting figures for successful direct mail campaigns can be meaningless. For example we achieved a 94.8% response rate from one campaign, and a 0.35% response rate from another. With hugely different approaches, different budgets and aimed at different markets, both campaigns were considered a big success. But it’s all relative. We also helped a business grow from £4 million turnover to over £40 million in just 5 years, with the vast majority of their marketing budget being spent on direct mail. But again, this was a unique set of circumstances.

We would however like to share our knowledge with you and explore the opportunities that direct mail can offer your products or service. It’s measurable and it’s a cost effective use of your budget with many benefits:

• It allows you to pitch your offer directly to your target audience on a one-to-one basis
• It can be extremely cost effective compared to other marketing channels
• You can target and measure response with accuracy
• It can support a wider campaign strategy and link in to online activity