Direct mail, digital marketing and the space between!

Embrace the power of multi – channel marketing this year! 2020 highlighted the need for marketers to be reactive, responsive and above all keeping a level head. By using both online and offline strategies to engage customers, who are now mostly working from home, the two have proven to work effectively and with great success. Now is the time to embrace multi-channel marketing and here’s why!

Direct Mail has seen a huge increase in engagement. With more people than ever working from home and the need for more tangible, compassionate  and personal communication at an all-time high, 40% of consumers agreed that direct mail became a part of the new routine. We saw clients increase their mailing volumes month on month, and a recent campaign for a leisure retailer saw a huge 86% increase in sales as a result.

Direct mail offers a lasting, trusted and tactile form of engagement. Playing an essential driving role for your customers brand journey. Research from Royal Mail MarketReach  in late 2020 shows that 88% of consumers engaged more with direct mail in 2020 than ever before.  Direct Mail triggered online engagement  increased by 64% and online sales increase by 25%!  Great stats that can’t be ignored.

However, direct mail can never reach it’s full potential without the addition of digital communication. Email has a much shorter life span but delivers the immediate and up to date content to keep your brand present. When primed with direct mail, customers spend 30% longer engaging with digital communication. The two side by side offer a unique brand experience, increasing brand engagement and instilling brand loyalty. Providing timely, relevant and personal communication throughout.

To ensure this multi-channel approach is utilised to the full, communication must be timely, accurate and compliant. With quality data, correct addressing and relevant content, the two can work seamlessly:

– Drive customer engagement
– Increase ROI
– Promote positive brand reputation

Find out how REaD Group can help you unleash the power of ‘MM’!

Contact our team today!

Understand your customers with Actionable Insight

A toast to 2021!

After the year we’ve had, predicting what 2021 has in store for us should be a breeze – no? Perhaps Elvis might indeed be returned to us by the aliens who snatched him; our very own Scott Logie could have next year’s Christmas number one despite never having recorded a second of music in his life and, Prime Minister Katie Price will lift new Covid-20 restrictions in time for us all to have a socially distanced Christmas next year. No matter what this year brings – we have at least got a few things right so far.

Predictions that have actually come true:

  • Data quality actually was driven faster by the pandemic as more businesses realised that to build longer lasting on-line relationships you need the best data available.
  • We had a big increase on basic data cleaning and then enhancement work from the summer onwards.
  • And we also saw a significant increase in the use of data to plug the gaps of knowledge that were also lost through not having customers in-store or branch. Or meeting those at events, on the streets or in railway stations.
  • Finally more and more interest in on-line and automated solutions for both data cleaning and data appending and I see that trend continuing into next year.

Another trend from 2020 –  “old” channels got fashionable again. Direct Mail had a resurgence for example. In their Mail Matters More Guide Royal Mail Market Reach showed that with people working from home mail responses increased with engagement higher than ever at 96%. And it wasn’t just in older groups as well, the biggest rise was from the 18 to 34 year-old age groups. A massive 88% of people paid the same or more attention to mail during lockdown. With many of us now working more from home as we go into next year and beyond, mail will continue to play an important role.

Maybe even more importantly, we saw direct mail response rates increase and were part of the teams who delivered fantastic campaigns across charity, retail and financial services. We leave the year with many clients who had some moments of terror in March but who ended up delivering above and beyond their revised targets.

What else do we see happening in 2021?

Maybe we’ll end up moving towards a more human form of engagement next year. As we become used to teams, zoom and the rest there is a definite craving to talk to a human. While the new ways of working have definitely improved our lives it also leaves a void at times and shows that people can’t be wholly replaced by machines. Clearly automation is important when it comes to efficiency and such like but a balance is required.

Having said that, another trend from this year that I would see increasing into next year is the desire for convenience. Amazon maybe set the bar a while ago for next day, or next hour, deliveries, but convenience has now become the norm.

Our insatiable desire for instant gratification is now being met more often than not. So, what does that mean for service in 2021. Or indeed for any new entrants, or even the behemoths themselves. Could this erosion of a differentiator mean we don’t end up using Amazon as often?

Many people believe that we might begin moving towards a new way of working together to achieve our goals, prioritising the good of community as a whole, increased social awareness and a softer, dare I say, more feminine ideology. We can only hope!

Get in touch with our team today!

 

 

It happened again! Boris said the word…LOCKDOWN!  And we find ourselves stuck back indoors for the third time. The novelty of home baking and pub quiz nights has well and truly worn off but the reality of living and working at home has not been a completely gruelling one. After almost a year of ups and downs, make-shift home offices and video calls, we have in many ways made it work.

With out the often long, hot and over crowed commutes to work we have found more time in the day. Hobbies have been embraced, new routines established and we have all found more time for ourselves and our families. For one thing, staying at home has not been a complete drag – but as I’m sure we all do, the idea of a cold pint at the pub on a Thursday night is dreamy!

As a company we have seen an increase in productivity as we migrated to a working from home routine. Teams has indeed been a life saver for daily catch ups and the odd day in the office kept us appreciating the old ways. However, with the end in sight I, as I’m sure many of you do too, are looking for a new lease of life in your working from home routine.

As we are now ‘Solo’ workers in the sense that we work from home, there are many new hurdles we face in the working hours of the day. Prioritising tasks, taking a lunch break and not getting tunnel vision when it comes to productivity, are all challenges that face a solo worker. However, when overcome – a solo worker can create great things! Buddha, Einstein and Nietzsche are a few of the great working from home pioneers. Coincidence – I think not!

Here are some tips and tricks to help you master the soloist routine and get those light bulb moments of productive bliss:

    • Establish a designated work space in your house
    • Create daily list – prioritising most important to least important tasks for the day
    • Drink water!
    • Regular breaks from your screen – it is recommended that we should take a break from our screens every 90 mins (make a cuppa, go outside, stretch)
    • Move your desk around, or change your designated work space – A new location can help productivity
    • Fresh air – obviously within Government guidelines. A daily walk or workout can elevate your mood.
    • Stretch! Neck shoulders and back stretches are a saviour – Why not do a group workout on your daily virtual catch ups?

A structured routine is a great way to get you through the day – especially when a lot of us are stuck inside the same four walls. But of course, with all that’s going on at the moment it’s also okay not to be okay. We miss our friends and families, holidays, gyms and pretty much everything that used to be second nature to us. We are bound to get grouchy and annoyed at the people we are around 24/7 – lucky for those with pets they have a personal therapist to confide in.

Let’s beat Blue Monday and appreciate the little things we do have now, and the bigger things we can look forward to in a post lockdown (hopefully) summer.

‘We are all incredible beings, and there’s no shame in feeling a little down every now and then. There is a place, and there are people, you can turn to when you feel like there isn’t. That place is CALM’

For more advice and tips to help get through this strange time go to – CALM 

Download our 2021 Data Guide

It has never been more crucial to ensure marketing communication is compliant, responsible and ready for 2021!  Customer data is decaying at a faster rate than ever before – it’s bad news for your brands decisions, marketing campaigns and reputation. Follow our data guidelines to make this year your ‘data’ year!

You MUST remove deceased contacts to avoid distress to relatives and associated brand damage. especially in these uncertain times. Why not use a credible suppression file such as REaD Groups definitive Goneaways and Suppression files (GAS)

It’s the law to keep your supporters and prospect data clean and accurate! GDPR Article 5.1 (d) specifies explicitly that data must be kept “accurate and, where necessary, kept up to date”

Clean, accurate and good quality data means better, informed decisions and targeted campaigns for your customers this year.

Reduce campaign costs and improve delivery rate.

Good quality data is proven to enhance campaign performance – Recent work with an outdoor clothing and equipment retailer saw an 86% uplift in sales from a direct mail campaign in 2020.

Improve your campaign ROI by sending campaigns that are accurate. For both online and offline marketing, prospects should be addressed and delivered too correctly.

Protect your brand from the reputational damage caused by sending incorrectly addressed mail and mailing gone-aways. REaD Groups GAS Reactive provides verified forwarding addresses and new occupier details. 

Improve customer perception and brand experience.  Customers expect their data to be accurate, responsible and compliant.

It is now far easier to manage your data responsibly and maintain a high standard of accuracy and compliance. With a range of providers and a choice of services available to suit your brands needs and frequency:

  • Managed
  • Self-service
  • Automated
  • Integrated via API for real-time screening.

Learn more about our products and services here. 

Get in touch with our team today! 

This week kicked off with positive news for us all. A vaccine is ready to roll out, retailers can open 24/7 over the festive season and of course the countdown to Christmas has begun. Using this marketing momentum for retailers, the time to grab your consumers attention is now.

Direct Mail has seen a huge increase in engagement over this year. With more people than ever working from home and the need for more tangible and personal communication at an all-time high, 40% of consumers agreed that direct mail became a part of the new routine. We saw clients increase their mailing volumes month on month, and a recent campaign for a leisure retailer saw a huge 86% increase in sales as a result.

Direct mail offers a lasting, trusting and tactile form of engagement that plays an essential driving role for your customers brand journey. Research from Royal Mail – Marketsearch 2020 shows that 88% of consumers engaged more with direct mail in 2020 than ever before. Engagement and online traffic increased by 64% and online sales increase by 25%. However, direct mail can never reach it’s full potential without the addition of digital marketing and email communication. Email has a much shorter life span but delivers the immediate and up to date content to keep your brand present for the consumer. When primed with direct mail, customers spend 30% longer engaging with digital communication. The two side by side offer a unique brand experience – increasing brand engagement – instilling brand loyalty and providing timely and personal communication throughout.

To ensure these channels are utilised to the full, communication must be timely, accurate and compliant. With quality data, correct addressing and relevant content, the two can work seamlessly:

– Drive customer engagement
– Increase ROI
– Promote positive brand reputation

To find out how REaD Group can help you unleash the full potential of your data

Contact our team today!

Understand your customers with Actionable Insight

Data quality is more important than it has ever been and for brands within the financial sector – it is essential!

 

Ensuring the customer and prospect data you hold is accurate, up to date and compliant is a benchmark of responsible data management and marketing. Consumers expect it, the law requires it and it delivers massive cost savings, better ROI and reduces the risk of brand damage.

The Covid-19 pandemic has seen a huge shift in consumer behaviour, trust and brand loyalty for the retail banking sector. The Edelman Trust Report – Brand Trust in 2020 – shows 44% of Insurance consumers are open to switching to alternative providers that have demonstrated a more compassionate and personal approach to communication this year. The importance of personal experience has become central to any successful marketing channel in 2020, and building that trust through personal, timely and accurate communication is essential to your brands reputation, growth and retention. The Croud 2020 ‘Covid 19 and the financial Vertical’ express that 60% of consumers agree that personal experiences ensure that much needed consumer loyalty.

A key part of maintaining this trust is through the consumer data you hold and how you use it. Data quality is the first step to ensuring brand reputation and loyalty in this uncertain time. The best place to start is through the identification and suppression of individuals who have moved from the address you have in your database using a credible suppression file such as REaD Groups definitive Gone Away Suppression file (GAS).

Why compromise the success of your campaigns, risking the reputation of your brand and trust of your customers or prospects by continuing to send communications to individuals using their old address?

Using a credible gone away suppression service will bring many business benefits:

  • Reduce campaign costs and improve ROI
  • Prevent the brand damage  caused by sending mail addressed to previous occupants
  •  Help you to adhere to the data quality requirement under Data Protection Act 2018
  • Help you to keep in touch with customers and supporters and maximise retention and LTV

Unleash the power of your Data with REaD today!

Contact our financial lead 

Learn more about our Gone-away and Suppression files here 

Data quality is more important than it has ever been and for brands within the insurance sector – it is essential!

Ensuring that the customer and prospect data you hold is accurate, up to date and compliant is a benchmark of responsible data management and marketing. Consumers expect it, the law requires it and it delivers massive cost savings, better ROI and reduces the risk of brand damage.

The Covid-19 pandemic has seen a huge shift in consumer behaviour, trust and brand loyalty in the insurance sector . The Edelman Trust Report – Brand Trust in 2020 – shows 44% of Insurance consumers are open to switching to alternative providers that have demonstrated a more compassionate and personal approach to communication this year. The importance of personal experience has become central to any successful marketing channel in 2020, and building that trust through personal, timely and accurate communication is essential to your brands reputation, growth and retention. The Croud 2020 ‘Covid 19 and the financial Vertical’ express that 60% of consumers agree that personal experiences ensure that much needed consumer loyalty.

A key part of maintaining this trust is through the consumer data you hold and how you use it. Data quality is the first step to ensuring brand reputation and loyalty in this uncertain time. The best place to start is through the identification and suppression of individuals who have moved from the address you have in your database using a credible suppression file such as REaD Groups definitive Gone Away Suppression file (GAS). Why compromise the success of your campaigns, risking the reputation of your brand and trust of your customers or prospects by continuing to send communications to individuals using their old address?

Using a credible gone away suppression service will bring many business benefits:

  • Reduce campaign costs and improve ROI
  • Prevent the brand damage  caused by sending mail addressed to previous occupants
  •  Help you to adhere to the data quality requirement under Data Protection Act 2018
  • Help you to keep in touch with customers and supporters and maximise retention and LTV

Read more about why suppression and gone-away identification

is a must for insurance brands!

Contact our insurance lead

Download 10 top reasons to clean your data

It has always been essential for Charities to keep data clean. However, current circumstances have made it  more crucial to keep campaigns compliant and ready for action. Read our top 10 reasons to keep your data clean below.

Your supporter data is decaying at a faster rate than ever before – bad data is bad news for charity decisions, marketing campaigns and brand!

You MUST remove deceased contacts to avoid distress to relatives and associated brand damage.

It’s the law to keep your supporters and prospect data clean and accurate! GDPR Article 5.1 (d) specifies explicitly that data must be kept “Kept accurate and, where necessary, kept up to date”

Clean, accurate and good quality data means better, informed decisions and targeted campaigns for your supporters.

Good quality data is proven to enhance campaign performance.

Reduce campaign costs and improve delivery rate.

Improve your campaign ROI by sending campaigns that are accurately addressed and delivered to prospects and supporters.

Protect your brand from the reputational damage caused by sending incorrectly addressed mail and mailing goneaways.

Improve supporter perception and brand experience.  Supporters expect their data to be accurate, responsible and compliant. 

In conclusion, it is now far easier to manage your data responsibly and maintain a high standard of accuracy and compliance. With a range of providers and a choice of services available to suit your charity and non-profit requirements and frequency:

  • Managed
  • Self-service
  • Automated
  • Integrated via API for real-time screening.

There  is no excuse not to keep you data clean, compliant and ready for action!

Download 10 top reasons to keep your data  clean checklist

Get in touch with our Charity lead at REaD today!

enquiries@readgroup.co.uk

 

 

Download Checklist 

Keeping your student database clean and accurate has never been more important for your institution.  By following legislation you can ensure a more effective and altogether improved approach to responsible marketing, improving campaign targeting, reducing costs and increasing ROI. Your data has never been easier to achieve  and maintain!

Bad data is bad news for your institutions decision making, marketing campaigns and overall brand reputation.

You must ensure all deceased contacts are removed to avoid unnecessary upset to those receiving it.

In line with Article 5.1 (d) and GDPR regulations it is the law to keep your student and prospect data clean and accurate.

Clean, accurate and good quality data means better, more informed decisions and more targeted campaigns for your students.

It is essential to have good quality data to enhance campaign performance and brand reputation.

Reduce costs and improve delivery rate.

Increase your institutions brand reputation with more accurately addressed and delivered campaigns, decreasing the damage done by incorrectly mailing to goneaways and deceased records.

Students and prospects expect their data to be accurate and managed responsibly and compliantly.

It has never been easier to manage your data responsibly and maintain a high standard for accuracy and compliance. With a range of providers and choice of services available to suit your requirements in the education sector.

  • Managed
  • Self-service
  • Automated
  • Integration via API for real-time screening

There really is no excuse not to keep your data clean compliant and ready for action!

Download Checklist

Talk to our education leads and data cleaning experts at REaD today to find out the best data quality solution for you https://readgroup.co.uk/services/data-quality/

enquiries@readgroup.co.uk

 

 

We are delighted that our data and insight work on The Big SHIFT project – with  our fantastic charity client, Marie Curie – has now also been recognised in the 2020 DataIQ Awards shortlist for the Transformation with Data category.

With two awards under its belt already, the Big SHIFT aka Services & Hospices Impacting Fundraising Teams represents a powerful data and insight project that is unique, collaborative and genuinely transformative.

The outcomes of the insight provided have fundamentally shifted assumptions within the charity and enabled greater collaboration between different teams and more informed decisions.

“We believe the Big SHIFT is the most robust and detailed insight project ever carried out by Marie Curie’s Fundraising division. Not only do we better understand the main drivers of fundraising, but we also have the capability to apply this understanding operationally at a local level.”

Executive Director of Fundraising and Engagement, Meredith Niles, Marie Curie

The awards ceremony is being held as an online event on 30th September.

Read our case study to find out more about this unique and transformational insight led project