A record number of retail digital marketers gathered at the The Charlotte Street Hotel, London on 30th January to see first-hand how direct mail can have a positive effect on sales, growth and lifetime value.
Ben Collier from Epsilon Abacus explains "direct mail catalogues can be highly targeted to prospects that share the same characteristics as a brand's best customer which means that when a catalogue is received, it is more likely to be read and used to make online purchases."
Richard Rands from Royal Mail MarketReach presented compelling stats from Royal Mail Catalogue Research 2017:
- 50% of catalogue recipients have purchased something from a catalogue, plus more from a website
- 57% look at the same product time and again
- 66% look through catalogues for offers
- 65% Enjoy reading catalogues
Jim Warren, VP of Marketing from Bloom & Wild who joined the retailer panel discussion and Q&A says "When you get to a certain scale you have to start looking at other channels. Digital marketing provides a limited audience and so performance will flatten out in time, becoming more costly...the quality of prospects is really encouraging - they buy more and spend more than customers recruited through our digital channels."
Ben Collier comments "As custodians of the Epsilon Abacus Alliance (premier GDPR compliant data co-operative), we continue to see member retail brands achieving higher average order values and increased lifetime values using the catalogue to complement their wider channel strategies."
Epsilon Abacus will be holding its next Direct Mail Masterclass on 10th July in London. If you are a digital marketer looking for new ways to attract valuable customers, email: ben.collier@epsilon.com.