Making the Most of Direct Mail’s Popularity – Part 1

You need to work to make it work...

So we know that Direct Mail works and we've covered in great detail how its perception has improved in almost direct correlation with the trend of sending more official correspondence, such as bills and bank statements, via email. But how can you capitalise on this? What are the secrets to making it work for you? In this series of blogs, we'll take an informal look at the secrets of successful DM, starting with the basic rules of engagement.

With 82% of all Direct Mail being opened and 77% of people saying they like to receive offers and promotions through the post, there is a clear opportunity here, if you get the campaign and content right. Your customers are far more likely to believe any claims you make in a postal mailer, so the challenge is to capitalise on this trust and positive perception.

The first lesson to learn is that a good mailer cannot simply be a rehash of your existing online content. The design themes and branding need to be carried over, of course, but the content, look and feel should always be unique to each item, with copy and imagery targeted specifically to your DM audience. With the unit cost of DM being higher than email marketing, it's worth putting in the time and effort to get your mailing right.

To get it right, think of the conversation you'd like to have with your customer. You need to create a narrative and a story that will engage with them on an emotional level. It's no good just to tell them your product is great, you need to make them feel that they NEED it. With iGaming, there are of course limits to the emotional appeal you can unleash, but the basic rules still apply.

A great example of this kind of marketing is the online casino brand Mr Green, which has created a personality and persona that portrays it as an exclusive club, with a certain illicit attraction reminiscent of American speakeasies of the 1920s and 30s. It's not overt, but there is a certain naughtiness about the whole thing, and a twinkle in Mr Green's eye, that makes the customer want to find out more.

So there you have it, our first pearl of wisdom on the road to Direct Mail success. Next week, we'll talk about maximising the power of your USP's in order to engage your audience, but if you just can't wait, remember the Secure Direct Mail team are always here to help. Contact them on 01624 698488 or at

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