Use direct mail To drive Customers online How to drive customers to your website using mail [Name of presenter] [Date]

1 2 3 Mail drives online traffic and sales Mail drives online sales Online activity is a key way businesses measure advertising mail

mail drives Online sales

Channels used to respond to addressed mail in last 12 months 44% of direct mail response GOES online Independent research shows online is the most common channel by which people respond to an item of mail Channels used to respond to addressed mail in last 12 months Source: GB TGI 2016 Q3 (April 2015 - March 2016 [Note: numbers equal more than 100 due to multiple channels used over the past 12 months)

This won’t be surprising to Many Online retailers “ 90% of [Boden’s] orders are made online. However the Boden catalogues are hugely important with web-only products selling at half the rate of those advertised in the catalogues. “ Source: Mintel ‘Fashion Online UK’ report, September 2013

say catalogues often prompt them to go online Customers use printed catalogues To browse, then buy online 65% 66% like to browse through both a catalogue and online before making a purchase say catalogues often prompt them to go online Source: Royal Mail MarketReach, ‘The Power of the Printed Catalogue’ Research, 2013

mail drives Online traffic

AS A DIRECT RESULT OF RECEIVING MAIL Mail drives valuable online engagement AS A DIRECT RESULT OF RECEIVING MAIL 43% downloaded something 54% engaged in social media 86% connected with business 92% driven to online or digital activity 87% influenced to make online purchases Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014

AS A DIRECT RESULT OF RECEIVING MAIL The digitally active are even more likely to go online in response to mail AS A DIRECT RESULT OF RECEIVING MAIL 35% ‘followed’ sender on Twitter 46% shared information on social media 50% downloaded the sender’s app 84% driven to the sender’s new products and services 73% sent an email to the sender Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014

As a direct result of receiving an item of mail… The online response to an item Of mail can be indirect As a direct result of receiving an item of mail… 32% …of consumers have gone online to do a general search about the product Source: IPA Touchpoints 7 SuperHub Database (with GB-TGI)

Businesses using mail Track campaign performance Success online

Online activity is a key way businesses measure advertising mail Businesses say they measure advertising mail in many ways, but web traffic is the most commonly used Source: The DMA, ‘Mail Matters’ , 2015

AND THEY USE MAIL BECAUSE IT WORKS Source: The DMA, ‘Mail Matters’ , 2015

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