smallbusiness.co.uk: Helping your business think big

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As a business grows and becomes successful it can be very easy for it to lose the personal touch that made it so attractive to customers in the first place. According to Royal Mail, one way to get, keep, grow and win-back that all-important personal relationship with your customers is direct mail.

- Royal Mail Advertorial -

As a business grows and becomes successful, it can be very easy for it to lose the personal touch that made it so attractive to customers in the first place. According to Royal Mail, one way to get, keep, grow and win-back that all-important personal relationship with your customers is direct mail.

SmallBusiness.co.uk and Royal Mail offer these top ten benefits of a direct mail marketing approach:

Personal
- Addressed mail is literally designed to reach an individual (unlike a mass market message via TV, the press or radio). Mailings can have a unique design to suit each particular recipient and mail comes straight into people’s homes, into their hands and gets their full and focused attention.

Universal
- Everyone consumes mail and Royal Mail provides access to virtually everyone in the UK. Its network covers 99.9 per cent of the UK population at 27 million addresses.

Tailored - Mail can be personalised to individuals or groups. That unique flexibility enables greater relevance, delivering greater impact, often applying data already provided by the customer.

Targeted - Mail can focus on the relevant audience (e.g. by interest, demographics, purchase or behaviour). This reduces wastage â“ your message only goes to those you select.

Direct - Mail doesn’t compete with and is not dependent on other content like communications in magazines, newspapers or online. It is actively consumed so it delivers much greater engagement and understanding.

Flexible and creative - Mail has few restrictions compared to other media (size, weight, shape, colour), leading to greater creative possibilities. It lets you have one-to-one communication, delivering more emotional intensity than any other medium. The creativity cuts through and gets people talking.

Measurable - Mail is one of the easiest mediums to measure. Responses can be attributed directly to a specific activity.

Portable - A letter, leaflet, brochure or mail pack can be taken anywhere. You can take the mail with you to read on the train, in the garden, in any room of the house. Customers love the fact that they are in control and can read the information when it’s convenient for them.

Physical - Mail affects all five senses: sight, sound, smell, touch and taste. It is the only medium to provide the creative possibilities to engage the customers on all levels.

Complementary - As part of an integrated campaign, mail has a strong role in providing personal, compelling messages delivered directly to the recipients own hands and household. Case studies show it not only builds short- and long-term effects but is often kept by the household for reference, prolonging the brand presence and deepening the communication effect.

To find out more visit www.royalmail.com/smallbusiness

- Royal Mail Advertorial -

See also: Royal Mail provides insight into direct marketing

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