Making the Most of Direct Mail’s Popularity – Part 10

Consistency is found in that work whose whole and detail are suitable to the occasion. It arises from circumstance, custom, and nature.

We've come to the end of our blog series on the less obvious ingredients of Direct Mail success and this week I'd like to talk about a subject that we've probably touched on, but which is worth re-emphasising nonetheless, namely 'consistency'. The one thing that brings together all the other buzzwords we've discussed and, more than any of the other, it's an absolute fundamental.

Consistency is important because people pick up on the messages that your brand puts out, both in terms of style and language. The more sensitive consumer tends to pick up on the smallest details and, if they find these complicated or frustrating, your core messages can be lost. This is a conundrum that all brand experts need to deal with, particularly when moving from one brand to another.

As an obvious example, let's take the current Coop rebrand in the UK. The adverts, the bags and the own-brand items all feature the new retro blue Coop cloverleaf logo, while the vast majority of the stores still feature the old green 'Co-operative' branding. Rebranding over 2,000 stores can't be done overnight, of course, so the challenge is to maintain consistent messaging throughout the transition period.

Obviously online businesses don't have the same issues over physical premises, but the basic rules of consistency are just as relevant in a Direct Mail campaign. You need to choose your messages, plan a schedule and stick to it. That's not to say your campaign and messages can't evolve over time, but the core themes and aims need to maintain consistency, at least over a short to medium-term campaign.

With eGaming campaigns, it's very easy to fall into the trap of reacting to every development in the market, either trying to outdo your rivals' offers or joining the race to the bottom with larger and larger bonuses. You need to remember that DM is a process of ongoing communication. If you suddenly change from a focus on your great product to a series of bargain basement offers, it just makes your brand look out of place.

So, to summarise, the enduring focus of your Direct Mail campaign strategy needs to be consistency. Focus on a series of captivating and constant interactions with your customers, all focused on your core brand messages, and you won't go far wrong.

Remember, the Secure Direct Mail team are consistent experts on Direct Mail. Call us on 01624 698488 or at

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