7 Reasons to Use Direct Mail The content of this presentation is designed to promote print media’s power to communicate. You are welcome to use this as part of your own materials but please credit Print Power -

7 Reasons to Use Direct Mail Ever since mail has been delivered to people’s doors, it’s been one of the most effective ways for brands to get in touch with their customers. The medium has a powerful ability to perform a number of roles, such as raising brand awareness, lifting sales, increasing footfall and data capture, and has achieved success for many campaigns in a huge amount of sectors. With customer engagement times averaging over 10 minutes and 30 per cent of UK adults buying something after having received a mailing, direct mail is a consistent demonstration of the maxim Add Print, Add Power.

7 Reasons to Use Direct Mail 1. The mail moment Direct mail enters an individual’s home and 78 percent reads the mail immediately The home situation gives you much more time with your customer, in a relaxed environment at a time of their choosing Mail is appreciated by 63 per cent of the receivers 2. Sensory experience Academic research has proven that triggering multiple senses result in quicker absorption of the content, the haptic element of paper also adds to the retention and demonstrates ownership Whereas we see and listen to most of the advertising, the brain employs 28 per cent for tactile processing Mail receivers experience a higher emotional intensity via direct mail than for example via or TV advertising (Royal Mail Market Search, Neuro- Insight 2013).

7 Reasons to Use Direct Mail 3. Make people act Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response measured with accuracy Response data on direct mail are between 54 and 83 per cent of all mail opened, depending on the relationship with the sender For example, on a letter from a company the receiver hasn't used before, 43 per cent take some kind of action 4. Integration Direct mail increases the effectiveness of other channels, online media become 60 per cent more effective when combined with direct mail (BrandScience 2011) Including direct mail in a multi-media campaign for services increases the total campaign ROI with 12 per cent (Print Power, BrandScience 2013)

7 Reasons to Use Direct Mail 5. Effectiveness Direct mail has a more powerful effect on long term memory than other media, for example 72 per cent higher than TV (Royal Mail Market Search, Neuro-Insights 2013) People do remember mailings very well, 80 per cent say they remember advertising mail sent to them in the last 4 weeks (TGI Kantar Media, 2014) 6. Get creative! Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials Print enrichments techniques and smell and taste can add more depth to the mailing, and with bridging technologies such as QR codes, Augmented Reality and Near Field Communication the interactivity can be increased With all these opportunities to grab your customer’s attention, it’s clear that direct mail is one of the most versatile marketing mediums available

7 Reasons to Use Direct Mail Print Power Europe Limited iCon Centre | Eastern Way | Daventry | NN11 0QB | United Kingdom | | | 7. Fantastic ROI Campaigns including direct mail drove market share with three times the efficiency of campaigns without mail. (Royal Mail Market Search, IPA databank Meta-Analyse Peter Field, 2013) Also the so-called Millennials prefer the combination of offline and on-line media. Ad agency JWT calculated that combining with direct mail contributes $17 in revenue and $4 in margin per household