Category Archive: Insight

  1. Partially Addressed

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    How to Contact Households While Ticking the GDPR Box

    It’s been almost a year since the introduction of GDPR. While some brands have navigated the guidelines confidently and continue to communicate regularly with existing and potential customers, others have been extremely cautious to the point of completely stopping any addressed campaigns.

    This is why we’re so excited about Royal Mail’s Partially Addressed Mail™ service. A way of getting your message out to a new audience, it takes the risk factor out of GDPR, allowing mail to be sent to households using geo-demographics at postcode level rather than personal data.

    Put simply, you can send mail to homes based on where they are and with a tailored greeting. For example, if you are a furniture shop and have the data to show three homes in one postcode area bought their sofa from you, you can send all the homes in the area a flier as they are likely to be a similar demographic with similar interests. So, if there is a new range of interior products that are on offer, they can be contacted with this news (in a well-designed piece of print of course!) with a relevant opening line such as “Dear Interiors Lover…”

    It’s estimated that for the same budget spend, 30% more households can be communicated with in one mailing, compared to a personalised cold mailing list.

    The twelve-month trial has just begun, and we think this could be a budget friendly way to increase reach which not losing any sleep over GDPR regulations. If you’d like to find out more or want to know how we can help, please get in touch.

  2. Print Item of the Month

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    December Winner – Hamilton and Inches 

    December is packed with festive offers and campaigns vying for consumer attention, all with an added touch of Christmas sparkle.

    This month’s winner of the Print Item of the Month has created a print product that grabs that attention with a highly on-brand and festively on-point piece.

    The winner of the December title goes to Hamilton and Inches for their Christmas card which perfectly reflects their brand and reputation while taking into consideration the season of good cheer.

    What we loved…

    • The gold GF Smith envelope really stands out on the customer’s doorstep, especially amongst all the white envelope mail which gets sent out. It instantly shows it’s something special and is worth opening to see what’s inside

    • Both the card and insert were printed on high-end GF Smith stock (in brand colours) and the design on the inside ties in with the window display in their shop

    • Both the stock and foiling reflect the luxury nature of the brand. It’s clear that there has been no expense spared on creating a beautiful Christmas card which customers will put on display rather than in the bin

    • The card arrived in people’s homes in good time before Christmas so its function as a retention piece means it signposts customers both online and in store to buy Christmas presents

    • The card also makes customers feel very valued and cared for, that they are worth spending the time and money involved in this quite personal communication, especially as fewer Christmas cards are sent these days

    A tactile Christmas card resonates far better with a recipient than a festive e-mail, especially when the time is taken to write personalised messages. Emails are often deleted immediately but a card is more likely to stay in the home for an extended period where the consumer is continually exposed to its messaging and branding.

  3. If Data is King, How Secure is Your Castle?

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    What do British Airways, Morrisons and Uber all have in common?

    These brands have all been victims of a cyber attack, resulting in a data breach.

    In fact, according to the 2018 cyber security breaches survey, almost half UK businesses suffered a cyber attack or security breach last year, at a cost of thousands of pounds to each of them.

    The most common breaches or attacks involved fraudulent emails, attempts by scammers to impersonate the organisation online, and viruses and malware. Data obtained can range from card details and home addresses to bank details and even mobile numbers, as Boris Johnston found out when the Tory conference app leaked the MP’s contact details.

    In other cases, files were lost, software or systems corrupted and money, assets and intellectual property were stolen. While the damage is often fiscal and into the thousands of pounds, it can be the long-lasting risk or reputation damage that is the greater concern. If people lose faith in your brand and your ability to look after their personal info entrusted to you are they going to spend with you, recommend you, use your services?

    At Dragonfly we handle massive amounts of data. Data is king as it allows us to create the most effective campaigns for our clients. We segment audiences, sourcing information on what kind of customers are the best fit for specific clients and their products. This allows us to give clients the biggest bang for their buck, always delivering the most effective results from direct mail as possible.

    While the new GDPR laws go a long way to protecting both business and consumer, we are conscious that we must do as much as we can to ensure any personal data we come into contact with is safe and secure.

    The UK government is keen that all businesses have cyber security safety precautions in place, thus creating the Cyber Essentials scheme which Dragonfly has recently completed.
    The scheme helps to guard against the most common cyber threats, reducing the possibility of a data breach by around 80%, according to National Cyber Security Centre.

    How is your security? Have you taken steps to protect your business and its customers? According to a study by KPMG, 19% of consumers would completely stop shopping at a retailer after a breach, and 33% would take a break from shopping there for an extended period. That kind of reactive behaviour has the power to bring a brand to its knees. If giants like Adidas and Ticketmaster are being hit, then what’s to stop your business being next?

  4. Millennials and Direct Mail. The Great Untapped.

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    Millennials have grown up with technology. Armed with a smart phone for a large percentage of their life, the digital landscape has matured alongside them, so it might come as a surprise to find out 15- 34 year olds are in fact highly responsive to direct mail, compared to digital forms of advertising.

    We all know the thrill of receiving an interesting piece of post; a letter from a friend; a postcard; or even better, a present!  Typically, Millennials get very few of these paper delights and even fewer things like bank statements which are mostly accessed online. They get hundreds of sales and spam emails but little post. This means when they do get a piece of high-quality mail directly addressed to them, it cuts through and they take notice.

    Royal Mail commissioned a report analysing the evolving role of mail at different life stages including young people who still live at home.

    • They notice how brands present themselves: Almost half (47.8%) agree that “The quality of printing and material in a piece of mail tells me something about the organisation that has sent it”.

    • They are 32% more likely to say they “Trust information in print more than information on the internet”.

    • Because so much of their communication is digital, mail engages. They look at the mail format, creative idea and core proposition closely because it is unfamiliar.

    • Almost four in ten (38%) agree they are “More likely to look at mail printed on high quality materials”.

    • They are 18% more likely than the sample average to “Welcome mail and find it memorable”.

    The lesson to be learned is that direct mail is an excellent way to engage with and build a relationship with the younger generation, however, the print product still has to deliver. To be effective, advertising mail still needs to be done well, with impactful creative, clear messaging and a strong call to action.

  5. Print Item of the Month – November

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    November Winner

    We’ve had a real mix of Print Item of the Week winners. Everything from online retailers to accountants, all proving just how adaptable advertising post can be. However, the title of Print Item of the Month for November goes to… Aldi and Lidl.

    It has been an insightful exercise comparing the mailings from two different budget supermarkets that have invested money in luxury collateral. It really shows the importance supermarkets place on print to drive sales at their busiest time of the year.

    What we loved…

    • The soft touch laminate cover creates an invitingly tactile experience for the recipient
    • The foil on the front is simple but eye catching, enough to suggest quality but not over the top, thus elevating their position in the market, but not confusing the consumer
    • The brochure was dropped to households that are very close to an Aldi shop, which shows they have invested in their target profiling

    • Lidl has a very similar design to Aldi with soft touch laminate and a gorgeous foil on the front
    • Lidl also included a ‘£5 off’ voucher which is displayed in the top left-hand corner of the piece, with a foiled silver background and the offer printed in white to make it stand out on the cover
    • The £5 off coupon (which is valid when you spend £40) is prominently positioned on the first page which makes it eye catching, it also carries a clear call to action of the use by date
    • It was also received very close to a Lidl store, so again good location profiling

    Both brochures are choc-full of beautiful lifestyle photography featuring a vast range of festive products, creating an idea for the consumer of how their Christmas could look if they bought the items from the store. It would also be a nice magazine to flick through whilst you’re at home relaxing with a coffee. It’s interesting to note the similarity between both campaigns using aspirational creative, with the message being that customers aren’t compromising by shopping with them. They can easily have a luxurious Christmas without having to over-spend, and that’s why we have awarded them our worthy winner!

  6. Charity marketing: Direct mail top tips & reasons why

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    Once the key communication method of choice for charities, direct mail has fallen out of favour for some since the introduction of the GDPR on 25 May 2018. We work with several charities on new supporter engagement, fundraising appeals and retention campaigns. Direct mail has the versatility to adapt beautifully for each of these, and the best news of all is that the ICO approved that you can still mail cold targets under the lawful basis of Legitimate Interest.

    Here are our top tips for using and making the most of direct mail in the charity sector, and reasons why we think it should be part of your marketing mix:

    • A lapsed donor is still a lifelong supporter. They just haven’t given money recently. Approach it like you would renewing an old friendship or relationship. Think about how to target them and the message being sent.

    • 50% of responders to a donor appeal go on to give a second donation, if communicated with at the right time and in the right tone.

    • Utilise the power of the halo effect. Direct mail supports a response especially when used with other marketing channels. Got a direct response TV or radio advertising campaign planned? Add DM into the mix and the result will be even better.

    • Charity door drops stay in the home on average four to five days*, with people returning to look at the piece nearly three times (*Royal Mail JIC report 2018).

    • The ask is the key to success – make sure it’s part of the opening gambit. For example, Right now we need your help to…

    • Does the fundraising mailing look expensive and glamourous? If so your audience will automatically be alienated. Why would someone donate to you if your budget is being spent on a print pack and not the cause?

    • 75% of charity DM is sent at Christmas. What other times present an opportunity to cut through to donors? The older generation don’t typically go away when families are on school holiday. Could charities utilise this time of year to ask for a donation?

    • You can get more from a mail pack by adding testimonials, a gift, or even a P.S. Consider putting the donation form up front, using the Royal Mail digital stamp or extend your letter by adding an extra page. Do more to get more.

  7. Print Item of the Month – October

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    At The Dragonfly Agency we’re always on the look-out for inspiring and effective pieces of advertising mail, so each week we pick a print item that has grabbed our attention and is an excellent example of direct mail. Check out our twitter to see the weekly winners. Then from the weekly winners, the Print Item of the Month is declared!

    Our inaugural winner this October is… BODEN

    Mailing 1: We love this retention piece that arrived through our door. It rewards the customer by encouraging you to spend by including a £10 voucher in the pack.

    Mailing 2: The follow-up is flawless. After a purchase was made, another brochure with a further 15% off voucher was received through the mail.

    What we loved…

    Mailing 1 – £10 voucher

    • The teaser copy on the outside of the envelope encourages open rates and creates suspense for the customer. It also suggests that there is something of value inside so it’s worth the customer’s time to open it. A great reminder that we should never overlook the importance of an envelope: it introduces who you are and reinforces the brand to a warm database

    • Both the envelope and insert were printed in bright, eye catching colours – brighter colours don’t cost any more but can improve response rates

    • Good quality paper stock was used for both items (the insert and the envelope). This reflects a luxury, quality brand

    • The stamp like indicia drives brand awareness and allows customers to make a quick connection between the mail piece and the brand that is sending them something exciting to open

    Mailing 2 – A5 brochure offering 15% off

    • A purchase was made online using the £10 voucher code. Around three days after delivery of the order the follow up brochure was received, suggesting programmatic mail was used to trigger the send of the brochure

    • Similar to the voucher, the creative of the brochure is also very colourful and seasonal

    • The bold offer of 15% off, was replicated on both the front and back of the brochure which means it can be easily seen regardless of which way the mail piece lands on the doorstep

    • The brochure was delivered naked i.e. no poly wrap or envelope was used. This means Boden have possibly paid higher postage rates, but perhaps did this because they didn’t want to compromise the brand with poly, which can sometimes cheapen the product

    We often see similar campaigns from the likes of Boots, M&S and John Lewis who all send tailored vouchers for the products you buy most. This is an excellent way of building brand loyalty while showcasing the product range and further drawing the consumer in. The Boden campaign also highlights the impact of an effective strategy and the role of a customer journey. Planning something a customer is passionate about can never be underestimated.

  8. 3 top tips for data that delivers

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    When it comes to successful direct mail campaigns, data is king. If you want to make sure your message lands safely in the mailboxes of your ideal audience, it all starts with data that’s audited, accurate and targeted.

    Here’s our top tips for great data:

    1. Code all print items for verification: if your data set has lots of variables, then make sure the right codes are applied.

    2. Don’t forget to complete your Legitimate Interest Assessment form if you are mailing a cold data set in this GDPR world.

    3. How long do you hold onto data after your campaign has launched? We delete after 45 days.

    Want to get your data in great shape for your next campaign? We can help – find out more about our data services here.