Category Archive: Insight

  1. Print Item of the Month – June

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    Kindness By PostMental Health Collective

    Our Print Item of the Month for June goes to Mental Health Collective for their Kindness By Post campaign. We believe it was one of the loveliest and most thoughtful ideas we have seen during lockdown. As we all grapple with the ‘new normal’ we find ourselves in, it is important to remember those that are on their own and likely feeling lonely and isolated. MHC came up with a fantastic project that enables strangers to exchange cards and letters with others across the UK with messages of goodwill.

    The concept is like a nationwide secret santa for random acts of kindness. The idea to circulate letters and cards around the country is such a great and creative idea to keep us all connected. The response has been phenomenal, even drawing attention from BBC Radio 2 and The Metro. MHC’s goal is to reduce loneliness, increase wellbeing, give a sense of belonging and increase hope.

    Their website says: “#KindnessbyPost is a national kindness exchange, where you sign up to post a card or letter with a message of encouragement to someone else in the UK, and have someone allocated to send some encouragement to you.” The 4 simple stages are sign up, get matched, send a letter and then receive one. Such a simple concept, yet so effective. The feedback from this campaign has been amazing and those involved have expressed the happiness and excitement it brought them.

    Some of the letters we received at Dragonfly included sunflower seeds, baking recipes and even some moisturiser samples! Not only was it such an uplifting thing to receive in the post, there was a considerable feeling of excitement amongst us waiting for our letter to arrive, which confirms the unrivalled value of mail! During this pandemic, it has been hard to find positives amongst all of the negative news but with charities like Mental Health Collective creating such a heart-warming movement, it has given people the lift they may have needed.

    You can join the Kindness By Post family where they will keep you updated on when the next exchange will be.

    If you’d like to hear more about our experience or how you can send some meaningful mail, the please get in touch info@thedragonflyagency.co.uk

  2. 6 direct mail myths busted

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    Thank you to everyone who joined us for our first webinar where we busted 6 common myths around charity mailings. Isla and Cara were delighted to be joined by Ian Gibbs from JICMAIL and Stuart Payne from Gecko.  If you missed the webinar, don’t panic, we have the recording available. Please email chris@thedragonflyagency.co.uk and he’d be happy to send this across.

    Myth 1 – ROI from Direct Mail isn’t as good as from other channels

    Think again. The average charity pack is seen by 1.1 people, is interacted with on average 4.13 times and lasts around 6.89 days in the household. Think about that for a second…

    If you mailed 100,000 recipients. That’s 110,000 people reached and over 450,000 advertising impressions just for mailing 100,000 people. At 20p per mail pack, the cost per impression is around 4p

    Source: JICMAIL

    Myth 2 – My digitally savvy target audience don’t want to receive mail

    JICMAIL research shows, ABC 1 men between the ages of 35 – 54 are surprisingly under indexed when it comes to receiving mail, however, show high interaction rates. Also, 25 – 34 year olds have a lower index at 48 when it comes to receiving mail, yet they engage with a pack on average 3 times. Some pretty impressive evidence when you think that on average an email is deleted within 2 seconds.

    Using catalogues as part of your mail pack can also generate on average 4.5 interactions per month and with a lifespan of 6.89 days is in the household it too stays around and is reengaged with a lot longer than email.

    Myth 3 – Digital marketing is quicker

    The process of creating a piece of direct mail is very similar to that of email. Utilising the right methods, automating processes and agreeing SLA’s, mail can easily be turned around in 24/48 hours and on door mats within 72 hours. It then has the potential to stay in the house on average over 6 days! Imagine the potential in that time and the impact it could have on your brand.

    Myth 4 – Mail is not environmentally friendly

    Only 20% of wood harvested is used for pulp or paper. Paper is a uniquely renewable and sustainable product with European forests growing at a rate of 15 football pitches per day! In the last 10 years alone, they have grown by the equivalent to the size of Switzerland. That is sustainability for you right there.

    Source: Two Sides UK

    Myth 5 – Mail is expensive

    Impressions driven by charity direct mail are on average 4.13 per copy. Based on 1,000,000 packs, that’s 4,130,000 impressions generated and at 10p per pack for example, that’s around 2p per impression.

    Do you know how many impressions your direct mail is driving? If you’d like to find out, please get in touch with chris@thedragonflyagency.co.uk

    Myth 6 – GDPR means you can’t mail anyone anymore

    We can still mail! As long as your audience has a legitimate interest in what you have to say, the ICO say you can safely mail. If you’re still concerned about using personal data there are alternatives you can use to find those all important prospect customers.

    Partially Addressed Mail is an incredibly diverse and compliant way of mailing potential clients. Using your existing database, we can identify your ideal customer profile, then target like for like prospect customers in the UK with the highest propensity to spend. How do you do that you might ask? As you will be targeting at household level, there is no personal data used and fully GDPR compliant.

    If you’d like to know more about this incredibly diverse channel, we’d love to bring this to life for you. For a copy of the recording or to discuss your next direct marketing campaign, please contact Chris chris@thedragonflyagency.co.uk

  3. Best gifts to buy your dad

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    Best gifts to buy your dad

    Sunday 21 June is the day to show the dads in our lives how much they mean to us and here at Dragonfly we wanted to share some fabulous present ideas to let them know how grateful we are!

    Of course, a simple Father’s Day card can go a long way – your last Royal Mail posting day for First Class mail is Friday 20 June.

    We have chosen gift ideas from some amazing local Edinburgh shops as we believe it is important to shop local and support small businesses, especially during this crisis. We also have some quirky ideas such as an Enigmagram which is delivered straight to your dad’s letterbox. It gives your dad the opportunity to embrace his inner Sherlock to figure out some puzzles and clues in order to reveal his gift.

    1. Paper Tiger

    Paper Tiger is a wonderful little gift shop located next door to our office and their sister shop is on Lothian Road. You can find pretty much any gift you need here, and they have a great card selection for any occasion.

    If your dad is needing a bit more organisation in his life or somewhere to write his ‘To Do’ list, they have some fabulous new Moleskin notebooks. They are working hard to maintain business during  the lockdown and can safely mail you your order.

    @ShopPaperTiger

    2. Enigmagram

    If you want to make it slightly harder for your dad to receive his present, try this incredible Enigmagram. Their website says:

    “Imagine an envelope lands on their doorstep.
    Inside is a letter from someone they know, but not who.

    There’s a message for them,
    but for it to be revealed they’ll have to solve the puzzles within.
    They’ll have to solve…The Enigmagram!

    Send an experience they won’t forget
    and put their wits & imagination to the test.”

    We love this idea as it is something really different and exciting.

    3. Pippin

    Pippin are another small gift shop not far from our office in Haymarket and we regularly nip in there for gifts and cards. If your dad’s lockdown hair-do or beard is needing some TLC, this is the website to visit. They have a great selection of men’s grooming kits to help tame those lockdown disasters! During the lockdown you can also safely send your order direct to your door.

    @pippingifts

    4. Harry’s

    And to go perfectly with the above grooming products, why not treat your dad to a lovely high-quality shaving kit. If you’re feeling extra generous, you can sign him to a ‘no strings attached’ subscription so he can have refills land on his doorstep every month. You can even get a tester kit for free!

    @harrys

    5. I.J.Mellis:

    For all of the cheese loving dads out there, I.J.Mellis sells the best (in our opinion) selection of cheese in Edinburgh! During coronavirus, they are doing online orders between Sunday and Thursday. If you want to treat your dad to some really top tier cheese, Mellis is the place for you!

    And when life goes back to normal they offer some great cheese and wine tasting events as well. Again, they are available to order online and the cheese can be delivered straight to your dad’s front door!

    They even tell you how to care for your cheese: https://mellischeese.net/cheese-care/

    @mellischeese

  4. We’re getting personal

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    In the circus of content that we absorb every day, it is difficult to cut through the noise and reach your audience effectively. The world we live in is fast paced, so it is easy for your message to get lost amongst the hive of activity or fall into the ‘unread’ pile. However, we have the answer…it is time to get personal. At Dragonfly, we are the biggest advocates for a bit of personalisation. It is easy to execute, it makes you stand out, and costs so much less than you may think.

    In 2018, the introduction of GDPR changed the way we market ourselves and posed new barriers to overcome that we have never seen before. The risk of heavy fines and bad reputations made people nervous to use data to personalise their advertising. Even though that apprehension still exists, we are seeing far more organisations embrace the value of data. Under Legitimate Interest we can target and segment people that you believe have a genuine interest in your product or service, based on various factors such as, the purchase of a similar or related product or service.

    Why personalise?

    In a direct mail campaign, investing in some added personalisation makes a huge difference to your ROI. Personalised mail usually receives a 6.5% response rate and non-personalised mail receives a 2% response rate. Direct mail campaigns that include personalised element can expect an ROI increase of between 300% – 1000% i.e. 3x or 10x more return. The use of personalisation makes people feel valued because they know that personalising what they have received has taken time, money and effort and they are being addressed by the sender rather than being part of a bulk mailing. In the charity sector, the use of personalisation is key to make you stand out from the crowd, if people feel they are being spoken to on a personal level they will be more inclined to donate.

    Despite personalisation being referred to as the holy grail of marketing, it is also important to not ‘over-do’ the personalisation, this can have a worse impact than not doing it at all. People can experience irritation or a sense of an invasion of their privacy. This is also why it is important to make sure your data is as clean and accurate as possible, especially when personalising!

    Take people on a journey

    Personalisation isn’t always putting their name on a letter. It can be less direct than that and even the smallest touches make people feel valued. For example, Spotify put together a ‘Discover Weekly’ playlist for each subscriber which is based around their most played songs and finding similar songs and artists. The idea behind this personalised playlist is not only to make the customer feel valued and giving them something extra, it is exposing them to new artists and new music. It’s been a huge success and highlights the benefits of doing something that goes above and beyond what your product or service offers.

    The key benefits of personalisation are: it doesn’t cost much, it is easy to implement and it increases your ROI.

    Contact us to discuss adding personalisation to your direct mail campaign.

  5. Print Item of the Month – May

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    Our Print Item of the Month for May is the partnership between Hallmark and Royal Mail who have been spreading kindness and love through the post. We love this campaign as it not only encourages messages of kindness and gratitude but also gives people something tangible to read, especially when everything is online and digital at the moment.

    Hallmark are giving away half a million greeting cards across the UK with a mission to help show gratitude and appreciation for the heroes in our lives. The packs include three cards: one that reads “You Are So Amazing”, one with an illustration of helping hands forming a heart shape which reads “What You Do Matters” and a Crayola card to colour in (great for kids) which reads “Not All Heroes Wear Capes”. Royal Mail’s message was: “Let someone know how much they matter by signing up to receive a free pack of three gratitude cards, while supplies last. Kindness and a desire to put a bit more appreciation into the world is all you need to participate. Because a word of thanks can make a world of difference.

    We think that this partnership is such an amazing idea and the fact that Hallmark have given the packs away for free, just shows it is not a campaign for profit, but for spreading love and kindness around the world during a difficult time. We hope, after this crisis, that people keep sending letters and cards to their loved ones because it really can make someone’s day.

    Use this link to sign up for your free pack of cards.

  6. How to make your print carbon neutral

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    There is a popular misconception around paper and deforestation and the damage it causes to the environment, however, this could not be further from the truth. At Dragonfly, we are helping to spread the positive message and help educate people that mail can be carbon neutral.

    What does carbon neutral mean?

    Carbon neutral means that you or your business is making efforts to remove as much carbon dioxide from the atmosphere, especially as a result of carbon offsetting.

    How can you make your mail carbon neutral?

    Firstly, you can ensure all printed material is produced on accredited paper. This allows the protection of ancient forests and the survival of European forests, which due to these schemes have grown by 44,000 square kilometres (the size of Switzerland) between 2005 and 2015. Accredited sources ensure European trees are not cut down for paper use only and 50% of the world’s wood harvest is used as fuel. Over 30% is processed for other industrial uses, such as construction and furniture. Interestingly, only around 13% is used to make paper.

    Currently, through responsibly managed forest programmes, European forests have been growing by an area equivalent to 1,500 football pitches every day. Given that on average, one acre of new forest can sequester about 2.5 tons of carbon annually, this is a lot of carbon being captured. (Two Sides)

    Secondly, aim to source eco-friendly paper, which is a greener version of traditional paper, with a much smaller carbon footprint and overall environmental impact. There are two main categories of eco-friendly paper, both types of paper are important in the paper making cycle.  The accreditations below require the raw materials to be sustainably managed through forest stewardships.

    • The first is recycled paper
    • The second is PEFC & FSC certified paper

    It is also important to implement as many efficiencies as possible and across all direct mail campaigns you should try to bulk buy and order the best possible paper in advance to avoid waste. Another tip is to ensure that your data is as clean as possible to eliminate any waste from creating and mailing packs unnecessarily.

    Why not make everything digital?

    The move to an online-only society can create risks leaving older people, the disabled, rural dwellers and those on low incomes disconnected. In terms of impact, businesses and individuals are increasingly using ‘cloud’ services. These mega datacentres store almost everything we do online; including our web searches, our social media posts and our online statements. An ordinary email that you click on, open, forward or reply to emits 4 grams of CO2.  If that email has an attachment of, for example 1 MB, the CO2 goes up to 19g and if that attachment is then forwarded or filed, the footprint for that one email could be as high as 50g!

    If an email is spam and blocked by a filter, then the number is only 0.3g. Every email has a unique footprint that reflects its size and the number of times it is moved around. The Information and Communications Technology industry accounts for around 2.5-3% of global greenhouse gas emissions and this is predicted to rise to 14% by 2040. “The electronic waste problem is colossal, and it’s growing.  In 2016 alone, 44.7 million tonnes of e-waste were generated globally”. Ellen MacArthur Foundation, 2018

    Get in touch if you would like more information or advice on making your mail carbon neutral.

  7. What is a press insert?

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    When you pick up a pile of post from your letterbox, you’re holding a huge variety of mail types. Pieces in different formats, sent from different people in different ways. There’s advertising mail and business mail, press inserts and door drops, programmatic mail and partially addressed mail.

    Today, Dragonfly are shining a spotlight on one particular type of mail – press inserts. Here we’ll explain exactly what press inserts are and how they can help deliver more than just being another flyer in a magazine.

    What is a press insert?

    A press insert, sometimes referred to as a media insert, is a piece of print advertising that is inserted into a pack. This pack could be a newspaper, a magazine, or an even an e-commerce package. Press inserts work two ways, either as an advertising piece for a company, or as a source of income for another. We’ve recently noticed e-commerce companies like PrettyLittleThing start using press inserts in their packages.

    These press inserts are designed to be an eye catching, efficient piece with a call to action that encourages conversion. They can offer anything from a free sample when you visit a store, to free shipping when you order online.

    Is a press insert just a flyer?

    No. Most press inserts will be similar to a flyer, but like door drops, they come in a variety of other formats such as postcards.

    Why do brands use press inserts?

    Press inserts are a great way to get your brand in front of a wider and relevant audience. By positioning your inserts with a company that has a similar audience to yours, or by using media buying tools to identify the right publications, you’ll know you’re hitting your target audience. Plus, press inserts can be cheap to print and cost effective to distribute, so it’s an economical way to reach cold targets and promote your brand.

    Do I need a database to send press inserts?

    No! As your press insert goes into someone else’s mailing, you’re using an external database that you don’t have access to. Plus, your insert won’t have any personalisation or personal details on it.  So, press inserts are a great way for brands who don’t have a massive database to reach a massive amount of people.

    Why would press inserts be relevant for my business?

    Press inserts can be a fantastic way to increase sales as part of an integrated marketing campaign. Press inserts could be used to amp up your quarterly sales or to introduce a new product to your audience and encourage them to try it. If you’re a business that’s trying to build brand awareness or encourage new sales but you have a small database, then press inserts can be the right fit for you!

    Does anyone even look at press inserts?

    Yes! Everyone loves a discount, especially when it’s for something they would actually use. If your press inserts are going into something that’s a good fit for your brand, there’s no reason why your press insert wouldn’t get engagement or uptake.

    Are press inserts GDPR compliant?

    Yes. There is no personal data carried on a press insert so they are entirely GDPR compliant.

    Are press inserts good value for money?

    Absolutely! You’re reaching a massive number of cold targets that are relevant to your brand and enticing them with an attractive CTA. It is a cost-effective way to potentially see a huge ROI.

    If you want to hear more about how press inserts can boost your marketing mix, get in touch.

  8. How to make a great welcome pack

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    What is a welcome pack?

    A welcome pack is a package filled with items aimed to surprise, delight and welcome someone into something. For example, if you join a new loyalty programme, insurance plan or start donating to a charity, you’ll likely be sent a welcome pack in the mail.

    What should always be in a welcome pack

    Getting a welcome pack is sort of like your introduction into a club. Therefore, it should always have a welcome letter. It should also include staple communications. For example, if a company send a regular newsletter, their most recent newsletter should be included. A good welcome pack will include an incentive or upsell of some sort. For charities, this is often an appeal to give more, to support specific campaigns or to give regularly (if you’ve donated as a one-off donation).

    What should be written in a welcome letter?

    The letter should include who the pack is from, why the recipient is receiving it, what kind of communications they can expect in the future and a thank you for joining.

    What is the most important part of the welcome pack?

    The message. If your welcome pack looks great and has a ton of interesting bits to it, that’s fantastic – but you need to make sure your message translates across. The Edinburgh Dog and Cat Home are a great example of keeping a consistent message. Each piece of their welcome pack related to being a ‘companion’ (being a regular donor). From the canvas tote bag, to the companion card which gives 15% off in store, to the Taily Mail newsletter, all their pieces were on brand and made the recipient feel a part of their goal to shelter and rehome pets.

    And, don’t forget to surprise and delight!

    Depending on what kind of company is sending the welcome pack, different pieces will be included that are relevant to that company and their industry. Charities that work in wildlife preservation might send a pack of seeds. The WWF sends a toy of the animal you’ve chosen to sponsor. Retailers with a loyalty programme might include an information pack about the various tiers the programme has, and incentives to join the higher tiers, or an incentive to shop now such as free shipping. The more creative a company gets, the better. It’s the extra thought that goes the extra mile and keeps you in the memory of your customer/keeps them loyal/makes you worth mentioning.

    Get in touch if you want to put together a welcome pack that wins over new clients.

  9. Print Item of the Month – April

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    Dragonfly’s Print Item of the Month for April had to be the door drop which we all received from Prime Minister, Boris Johnson, urging us to stay at home, protect the NHS and save lives during the Coronavirus pandemic.

    The past month the world has changed in many unprecedented ways, with the news being dominated by talk of the virus online, on radio and on TV. But there’s a reason the government chose to update the 30 million households in the UK by going offline with mail.

    Mail is trusted.

    Mail is the only format that doesn’t leave anyone behind. By sending a direct mail piece to every household, the government has a far higher chance of keeping the entire nation informed of their message about coronavirus.

    The postal service is a key part of the UK’s infrastructure and Royal Mail is committed to providing a lifeline to businesses and communities everywhere during the coronavirus crisis.

    At a time where we’re all staying home, mail is the perfect way to reach people right now. For some it is the only communication they receive. And what’s more, a letter can help to give people a sense of reassurance and normalcy in the midst of deeply unsettling times.

    Thank you Boris Johnson, Royal Mail and the NHS for looking after all of us during this extraordinary time.

  10. Ten ways catalogues compete

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    Catalogues are a powerful and resilient marketing tool. They continue to grow in popularity and implement technological innovations. Even the most internet-driven brands like Amazon output annual catalogues because they understand the purchasing power that this format has. Here are ten reasons why every brand should have a catalogue:

    1. Catalogues have a long-lasting impact. People love to read them, refer to them, share them with other members of the household and flick through them from time to time. In fact, 86% of people said they keep catalogues in the home for a period of time, and 65% enjoyed sitting down to look at them in their own time.

    2. Catalogues prevent digital fatigue. Did you know, most people prefer reading on paper to online? It’s the same for catalogues, 63% of people say it’s easier to browse products in a catalogue than in-store or online.

    3. Catalogues are now becoming more digitally integrated. Amazon’s 2019 toy catalogue included QR codes which allowed readers to check the price of each product. Their catalogue was loved by kids and adults alike, and was featured in more than one news article.

    4. Catalogues can be highly personalised. As many realised with Amazon’s 2019 toy catalogue, you can customise the catalogue for the recipient. This kind of personalisation goes beyond just the name it’s addressed to. By segmenting your mailing database into demographics, you can send each segment a customised catalogue geared towards their interests.

    5. Catalogues can build your brand’s reputation. MarketReach found that 71% of people surveyed said catalogues let them know what a brand can offer.

    6. They pave the way for more sales. 75% of people say catalogues give them ideas for things to do or buy because of the pictures used, or settings products are placed in, meaning you can capture a sale from someone who wasn’t considering your product before.

    7. They boost sales exponentially. Of those who purchase through catalogues, 52% said they bought more than planned when shopping with a printed catalogue. You can incentivise with free gifts or delivery when a certain amount has been spent. Charities like Erskine and YDMT are one industry who benefit from gift guide catalogues too. Consumers get something back whilst also giving to a good cause.

    8. Catalogues are a great marketing tool for the competitive season. You can use your catalogue to boost sales a busy time of the year such as Christmas. This is what Posh Totty did at Black Friday, and they saw a 35% higher online order value from those who received their catalogue.

    9. They build a loyal customer base. Catalogues give you the power to showcase your products and bring your brand directly into the homes of your customers. You are building a relationship with that customer as your catalogue sits on a coffee table, is picked up, read through and ordered from. If you’re one to send regular catalogues, you’ll find that your customers will start looking forward to the next one, like Celtic & Co. has.

    10. Catalogues can be adapted to suit any business’s audience. Their high interaction rate makes them perfect for those looking to dip their toe into direct mail. Use a small, digitally printed catalogue mailing to test your audience’s reception to catalogues.

    If your business is looking to introduce a catalogue into your marketing mix, we’ll make sure it goes the extra mile. Get in touch to find out how.

    Source: MarketReach, ‘How to grow your business with catalogues’

  11. What is direct mail?

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    Every day, an array of mail falls through our letterboxes. When you pick up a pile of post, you’re holding a huge variety of mail types. There’s ad mail and business mail, door drops and direct mail, programmatic mail and partially addressed mail.

    Today, we’re shining a spotlight on one particular type – direct mail. Here, we’ll explain exactly what direct mail is and why it delivers more than just another email in your online junk folder.

    What is direct mail?

    Direct mail is mail addressed to an individual. It can be used for either businesses sending bills, statements or account details to customers, or for brands to use it as marketing channel to send advertising direct to your customer or prospect. In order to send it, you need to have a database of people. Generally, this is your own database gathered with the consent of the individuals. However, you can mail to householders by using non-personally identifying databases through Royal Mail’s Partially Addressed service, which is 100% GDPR compliant.

    Is it just a letter?

    No! Direct mail isn’t always a letter. It could be a package, a catalogue, a postcard, or just about any other format. Garden centres could send a pack of promotional seeds to a customer, a laundry brand might incorporate a scratch and sniff element onto a postcard, banks could send new formats of credit cards, or a clothing brand could send a lifestyle led catalogue showcasing a gorgeous photography collection of summer clothes.

    Why do brands use direct mail?

    Brands use it to communicate with their clients, customers and potential customers. They tend to use direct mail for important information, like bills or changes to services. However, direct mail is also an effective way to market new business to your existing clients or generate sales from former or potential customers. A new innovation is programmatic mail, which sends a piece of direct mail to someone who, for example, visited an online shop, put items in their basket but never checked out. The shop could use direct mail to advertise similar products with an incentive such as free shipping to encourage the customer to return to the sale.

    Does anyone even open mail?

    Of course they do! Remember, this is mail that’s addressed to them, so it’s relevant and something they want to receive. Royal Mail found that 92% of direct mail is opened, and 48% of UK adults took action after receiving it. According to TGI, 58% of those over 65 and 46.6% of those in socio-economic group E have not used internet in the past year, so if you’re trying to reach this audience you need to be using mail.

    Why should my brand use it?

    Direct mail is an effective way to market new business to clients, generate sales from new customers and amplify your other marketing streams. BrandScience found that the online component of campaigns pays by 62% more and TV components 37% more when direct mail is added to the mix.

    Do I need a database to send direct mail?

    Yes. But there are ways around having your own database that are still GDPR compliant. One of our favourites is the partially addressed system, which allows you to profile on household level instead of individual. It’s easy to use – you simply upload your existing database against our partially addressed database and the technology shows you the addresses that aren’t already on your database. So, if you were a car brand, you could identify all the people on a street who didn’t already own your brand of car and target them with a personalised mail piece. The resulting mail would be addressed to the ‘householder’ and is one hundred percent GDPR compliant. 

    Is this GDPR compliant?

    Yes, as long as you’re sending it to your own database, which was consented in accordance with the GDPR, then it’s totally compliant. Make sure you run a data cleanse on your database before mailing so you are only mailing to people who are still at their address and you don’t end up wasting budget with letters returned to sender.

    Is it good value for money?

    It’s hard to estimate return on investment without knowing the size and demographics of the database. Though, Royal Mail estimate that direct mail delivers an average of £3.22 return on investment for every £1 spent. This is higher than digital marketing’s average of £3.12 for every £1 spent.

    Why not send an email instead?

    You might think that sending an email is the easier option. If so, ask yourself how many emails you ignore every day. We all receive hundreds of unopened email ads daily, far less than those coming through our letterbox. Mail stands out. Simply put, it’s more engaging and memorable than email. If you would like to plan a direct mail campaign with us, please get in touch.

    Source: Royal Mail

  12. Marketing in the time of coronavirus – better news than you’re expecting

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    It’s no secret that coronavirus has shaken up the world of business. Everyone, apart from key workers, is working from home and each newspaper is speculating on the long-term economic impact coronavirus will have. Dragonfly happily sat in on the Marketing Week webinar with Mark Ritson to hear his take on how marketing will or won’t be changed by coronavirus – and its better news than you’re expecting.

    Ritson said that the impact coronavirus is having has split businesses into three distinct sections:  flex, fix and freeze.

    Flex – These are businesses that are doing well as a result of the pandemic. In this section you will find supermarkets, delivery services or online fitness instructors. Sainsbury’s is a great example of a flex business.

    Fix – These are businesses that need to shift their strategy if they want to keep their business moving. In this category you’ll find businesses like local shops moving to e-commerce and delivery, or garden centres which traditionally have heavy footfall and will need to move online to sell their perishable plants. Any local pub or shop that has now shifted their offering to include online sales and delivery would fit in the fix category.

    Freeze – In this section is every business that has been forced to shut down and cease operating, and there isn’t a lot they can do to shift their strategy to bring in revenue in a new way and they are non-essential. For example, McDonalds shut its doors and ceased operating as they are non-essential and cannot justify staying open.

    Ritson advised on ways to carry your business through this period, how to identify new opportunities and, most importantly, what not to do. Here were the key takeaways

    1. Focus on the four Ps. Most marketing departments today focus too much on promotion, but businesses that look at all four have been able to change their product, price or place to benefit themselves and their consumers. Some great examples were Uber Eats, Meny and Woolworths Place.

    2. Don’t focus too much on your own brand. Ritson pointed out that the influx of emails from CEOs can make them seem disingenuous and that people, generally, don’t care about your brand. For example, McDonald’s Brazil’s publicity stunt in separating their arches came off as superficial and was berated online.

    3. Don’t buy into false pneuma, in Ritson’s opinion, coronavirus isn’t going to change the world forever. While things might change in the short term, Ritson believes that people will go back to doing the things they used to do before, don’t focus on changing your long-term goals, focus on the here and now.

    4. The one way to maintain long term growth during a recession is by investing in marketing. Ritson provided examples of businesses who invested in marketing during past recessions. The businesses that maintained or increased their marketing spend saw a massive increase in long term profits when compared to those who pulled funding.

    At the end of the day, we ought to focus our energy on what’s not going to change. Build a business strategy on what is stable, focus on good advertising and don’t buy into the ads that promise prosperity despite a recession! Marketing will be what carries us through. If you are looking to diversify your marketing plan and would like to discuss direct marketing, please get in touch. We’d love to help.

  13. Online or offline? Email or mail?

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    Communication is the key to gaining new and loyal customers. Ideally, you want your message to be heard by as many people as possible. Sometimes, email is the best way to communicate, other times, mail is needed. Here’s how to know when to use online, and when to go offline.

    When to use mail

    Mail is absolutely necessary when you need to communicate to a wide array of people, this is why the Prime Minister chose to use mail to update the country about COVID-19. When you’re trying to communicate to people of different ages, different incomes and different mosaic groups, mail is the common denominator. For example, when you access a service that the whole public uses, such as the council, the HMRC, the NHS or a bank, you’ll notice you always get communications through mail.

    Partially, this is because mail builds trust. Communicating through mail is one way to verify that your database is who they say they are. Plus, the public tend to trust mail more than email (Two sides source). The trust building aspect is important to note because it makes mail the best way to communicate important and vital changes to the way you operate. Around 80% of adults in the UK open all or most of their mail, so if you need your message to be heard, mail is a necessary investment.

    Mail is a worthwhile investment if your marketing mix needs a boost. Email marketing can fall flat if not used in conjunction with other marketing tools. If you’re not seeing the results or return on investment that you need, using mail can turn it around. Simply sending a postcard with a call to action or promotion code instead of an email blast can earn drastically different results and get your ROI to the place you want it to be.

    Mail is more personal, so you’re more likely to get an action out of someone through mail. It’s a great tool to engage lapsed customers or irregular clients and turn them into loyal advocates. Regular communication and exposure to your brand in a personal way will build a good reputation and keep you in their minds.

    When to use email

    The best reason to use email is because your message is highly time sensitive. Usually, this can be avoided by planning and managing your content effectively. However, some urgent messages need to get out as soon as possible, such as an order confirmation. Mail can be delivered in 24-28 hours, but if you need your message sent immediately, you should use email. If it’s a message of high importance, it should follow with mail so that more of your customers are actually reading the message as, according to MailChimp, 95-99% of marketing emails are ignored.

    Another important aspect to consider is the content of the message. For example, video content is infinitely more suited to email than mail. However, with the use of QR codes and AR, there are few online things that can be integrated with mail to help drive consumers online.

    The main reason people choose to communicate through email isn’t because it’s better, it’s because it’s perceived cheaper. If you don’t have the budget yet, email can keep you in regular contact with your database. Make sure you’re doing what you can to build a mailable database so that when you have the budget, you can allocate some to mail. We love trying out test and learn campaigns, if you would like to hear more please get in touch.

  14. DMA on integrating mail and digital

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    There was a brief period where mail was seen as being slow and difficult to track compared to the new and exciting email. However, modern advancements have married mail and tech together to offer slick marketing tools which overlap the personal and effective touch of mail, and digital tracking efficiencies. These tips on how to integrate your mail and digital marketing strategies were laid out by the DMA in the Using mail to get the best from digital webinar on 25 March 2020.  

    Here’s the top line:

    Mail is essential to creating a lifecycle journey

    Today it is five times more expensive to win a new customer than to keep a current one (econsultancy.com). It’s vital to keep in touch with your existing customers and transform them into loyal advocates of your brand. Data advancements have paved the way for personalisation and the targeting of key engagement points. Testing is key, 54% of customers say brands need to transform how they communicate with them. By testing and learning, you can identify which channels are most effective for you in each stage of your customer’s journey. It’s not enough to send an email and say it’s a job well done.

    Direct mail is the most effective communicator

    While Mailchimp has an average open rate of anywhere between 1-5%, mail sees that 80% of all adults open all or most of their mail. A further 25% purchased or donated after receiving mail (in the last 12 months). Mail might be offline, but most mail has a digital response. Link: JICMAIL Boden mail journey case study

    Streamline mail with automation

    You can now send mail the same way as email/SMS with programmatic mail. For example, if you’re an e-commerce company that sends an email when someone abandons their basket at the checkout, you can now replace that email with mail. A case studies with OVO energy showed that non-converters who received a direct mail pack within 1-2 days had a conversion rate of 5.5% and a return on investment of £15 for every £1 spent.

    The comeback of QR codes

    QR codes first hit the streets with no clear explanation of how to use them, leaving customers confused and reluctant to download a separate app. The public has since familiarised with them as tech giants created their own QR codes for popular apps like Snapchat’s Snapcode. Now, phones are smarter, and cameras can scan QR codes through the built in app. QR codes are now a fantastic way to implement a variety of activations, and can be easily used very effectively in combination with print.

    Mail that is measurable

    It’s easier to track and analyse data when mail is used in conjunction with technology. You can easily measure the impact of a mail campaign that uses personalised URLs (PURLs), QR codes or personalised promotion codes. You’ll get a clear idea of your return on investment and which calls to action were most effective, allowing you to adapt and improve in the future.

    Technology is continuing to transform the way we live, creating opportunities within the world of direct mail that you don’t want to miss out on. Get in touch to hear how we can transform your marketing strategy.

  15. JICMAIL’s Seven Insights on Business Mail

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    All businesses need to communicate with their customers, and mail is one way to get important messages to them safely.

    Business mail – sending bills, invoices, appointments and statements – is a pillar of direct mail and an essential communication tool for businesses across the world.

    To help you understand the intricacies and benefits of business mail, JICMAIL have created the 7 Essential insights on Business Mail booklet and webinar. JICMAIL’s data on business mail is useful for pitching, planning and measuring.  

    The insights booklet is packed full of meaningful data on how business mail performs. For example:

    Insight #1: Business mail delivers an additional reach of 16%. The average business mail item is seen by 1.16 people per household, that’s an additional 160,000 people for every 1,000,000 items sent!

    A screenshot of a cell phone

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    Other insights examined how long business mail lives in the home, the kind of media effects it has and which days of the week have the most interaction with business mail.

    We were lucky to sit in on JICMAIL’s business mail webinar – these are the three key takeaways we learned.

    1. Business mail can contribute substantially to above the line media planning KPIs.

    2. Business mail is interacted with frequently and has a healthy lifespan.

    3. Business mail can play a huge part in driving campaign efficiency.

    Visit JICMAIL’s website to download the booklet and read through their 7 Essential insights on Business Mail. Get in touch if you’d like to find out how Dragonfly use mail to grow businesses.

  16. Print Item of the Month – March

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    March’s Print Item of the Month is a welcome pack from WWF (the World Wide Fund for Nature). WWF are a charity dedicated to protecting wildlife and nature. Their ‘adopt an animal‘ programme allows donors to pick an animal close to their heart and make a donation to a fund which protects them. In this case, that animal was a tiger.

    The welcome pack alone is a great gift for children, and now a hands-on home schooling tool, as each comes with a welcome letter, fact pack, the promise of regular updates and a cuddly toy. From a direct mail perspective, we loved that the welcome pack is quite literally packed with value, as it entices potential and one-off donors to make a regular monthly donation. The pack has also been created with such detail that every piece reflects WWF and all that they do, which builds their brand reputation as a valuable asset to save the planet. Safe to say, we were highly impressed by this pack and look forward to hearing the next update on our new pet tiger!

  17. The difference between recycled and carbon neutral paper

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    Recycled and recyclable paper are both used by companies to reduce their carbon footprint and ensure that their print communications continue the life cycle of paper. Carbon neutral programmes are an effective way to offset carbon emitted in the print marketing process. We recently posted a blog about the various types of environmentally friendly paper like these, but now we’d love to share the specific differences between recycled and carbon neutral paper.

    Recycled paper

    There are two kinds of fibres in recycled paper: recycled fibres that have already been used, and new fibres that have been incorporated to ensure the paper can continue being recycled. Most recycled paper is not made of 100% recycled fibres because recycled fibres alone aren’t strong enough to be recycled again without any new fibres mixed in. Instead, most recycled paper is made up of both recycled and new fibres, ensuring it can continue to be recycled and live a long time in the life cycle of paper!

    Carbon neutral paper

    Carbon neutral paper is not necessarily made from recycled paper. Instead, carbon neutral paper is the result of carbon balancing programmes. These programmes calculate the amount of carbon emitted by the creation, transportation and usage of paper, and consequently offset the amount by equally investing in carbon enriching programmes. For example, the World Land Trust’s carbon balance programme reinvests in protecting the carbon rich habitat of the tropics. Carbon balancing programmes protect and promote the growth of forests but the products themselves are not necessarily environmentally friendly.

    Despite their differences, both recycled and carbon neutral paper are great eco-friendly alternatives to regular run of the mill, non-accredited paper. Still, they are the bare minimum we should be doing! Both carbon balancing programmes combined with the use of recycled or accredited paper is the most environmentally friendly option. Get in touch if you’d like to learn more about how to make your paper more environmentally friendly.

  18. Digital’s hidden environmental impact

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    “If there’s no strategy for a systemic shift, it is just greenwashing” – John Sauven, executive director at Greenpeace.

    We’re constantly bombarded with messages about cutting back the use of paper to ‘save the trees’, but is it really going green? A survey by Two Sides found that 64% of UK consumers agree that claims about switching to digital for the environment are made because the business wants to save money, and they’re not entirely wrong. In an interview with Printweek Two Sides, managing director Jonathon Tame said that of the 388 organisations using greenwashing messages, in most cases the business hadn’t done much research because they believed it to be correct. So why do we incorrectly assume that print kills trees while digital goes green? Here are the hidden environmental impacts that digital communications have.

    Source: https://www.twosides.info/anti-greenwash/

    The carbon footprint of email

    We’ve talked a lot about the carbon footprint of mail, but we never seem to discuss the elusive carbon footprint of email. A recent article in The Page by Two Sides discussed the topic. They found that 72% of the UK are unaware of the carbon footprint associated with email. 49% regularly send unnecessary emails to those within talking distance every single day. But, did you know: we could reduce our collective carbon output by the equivalent taking 3,334 diesel cars off the road by sending just one less email per day? The carbon footprint of a single email isn’t huge, but the number of unnecessary emails adds up. So, don’t forget that your ‘thanks’ email is taking a lot of energy to send for what it says.

    Source: OVO with Two Sides

    data centre

    Where the iclouds live on earth

    Server farms. Way back in 2014 the Guardian wrote an expose on the potential environmental dangers of them. In 2017 the Guardian followed it with a piece on the ‘tsunami of data’ that would consume one fifth of global electricity by 2025. This was followed by another expose on the tech industry’s carbon footprint titled ‘Our phones and gadgets are now endangering the planet’ in 2018. It’s not new news, yet it’s something few people are aware of.

    What are server farms? They are where all our internet actions take place. Every Google search, every YouTube view and every Tweet requires data stored and shared. This doesn’t take place in the clouds as some people think, but on the ground, at a data centre. Since 2012 the number of data centres or ‘server farms’ has grown from 500,000 to over 8 million, and the growth in tech usage has turned their use of global electricity from being forecasted as one fifth by 2025 into 10% usage by 2030.

    Source: Is our data destroying the environment?

    Do you recycle your laptop?

    Or your tablet, or phone? Have you brought them back to the store to recycle, thrown them away, or do you have a drawer somewhere in your house where all your old tech lives? E-waste is on the rise. Luckily, a lot of major producers like Apple have a recycle or trade in program to help prevent their trash from polluting the planet, so most e-waste doesn’t actually come from our personal devices. It’s estimated that 59% of global e-waste in 2020 will come from homeware appliances such as fridges, freezers, kettles, toasters and vacuum cleaners. Furthermore, only 41 countries internationally are tracking and sharing e-waste statistics.

    smart watch

    As society aims to become more environmentally conscious, better tracking and solutions such as tech repair instead of replacement, will become more common place. Tech repair ensures that tech and its pollutant components don’t end up in a landfill. As more everyday items such as watches, kitchen appliances and even lightbulbs become internet connected, e-waste is projected to grow rapidly. This is one environmental impact of technology that we will have to monitor and adapt to in the future, and one of the best ways to help manage it is by repairing instead of replacing.

    Source: BBC – Can we fix our growing e-waste problem?

    So why don’t we know about it?

    Clearly, digital technology leaves a heavy carbon footprint, so why don’t we know about it? Likely, the answer is simply because it is an easier solution for companies to cut out paper communications to ‘go green’ instead of cutting back on their digital communications. We’re constantly told that digital is ‘the future’, that to reach new customers we need to use digital communications. Not only is this untrue but how can we move towards ‘the future’ if by doing so we’re ensuring won’t have much of one?

  19. Why teens want mail

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    Saturday 21 March is National Teenagers Day, a day to celebrate youngsters everywhere. Known as Generation Z, today’s teenagers are a generation of climate activists, brimming with young leaders striving for change. They’re also notoriously tech savvy, spending hours on apps like Instagram and TikTok. But that’s not the whole story. In honour of today’s teens, we thought we’d share one of the more surprising facts about teenagers today: they often prefer print to digital.  

    Teenagers trust mail

    Modern teenagers have grown up in a digital world. They’ve always had a mobile phone, with easy access to Google, email and social media. Yet, youngsters are wary of information on the internet because they were raised to mistrust it. The world of misinformation and ‘fake news’ has become the norm for teenagers. Mail sets itself apart from the chaotic digital world. It’s one of the best ways to build a trusting relationship with the younger generation. 32% of them are more likely to trust information in print than online. (Source: Royal Mail)

    Print stands out

    In a world of emails and apps, Generation Z miss the physical nature of printed mail. It’s something they can touch, which makes mail unusual and exciting. This is why teens are more likely to notice the quality of the paper, and why mail marketing feels more luxurious. It’s easy to send an automated email, but hard to put together a personalised mailer on premium stock.

    Today’s teenagers notice the effort. If you’re trying to build brand awareness with young people, mail is a great solution. You can communicate the individuality of your brand not only with text and images, but also through the quality and feel of the mailing.

    Mail gets attention, even with teenagers!

    On average, a piece of addressed mail reaches more people aged 17 to 24 than people aged 65 and over, or, in fact, any other age group. Young people also keep mail in their house for over 11 days, higher than any other age group. The younger the recipient, the longer the mail stays on the coffee table or kitchen pinboard. (Source: JICMAIL)

    Got the message? Mail isn’t just for the elderly. It’s a highly effective way to stand out from competitors among a teenage audience. If you need to tell young people about your new environmental stance, a new product or a rebrand, mail is the perfect way to communicate it. Get in touch to plan your next direct mail campaign.

  20. How environmentally friendly is your paper?

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    It’s a common misconception that your bills, print outs and notebooks are worse for the environment than they actually are. The print industry is incredibly forward thinking when it comes to sustaining the environment as it requires a continuing lifespan of paper to sustain itself. There have been great innovations in the industry to make the production system more circular. All the printers Dragonfly use have environmentally friendly options and sustainable initiatives. These are the five main types of environmentally friendly paper that you’ll be using:

    1. Recycled paper – The product of all our recycling efforts! This paper is made either partially or entirely from recycled paper fibres. Most often it’s a percentage, as 100% recycled paper takes a lot of energy to produce and is no longer recyclable, as the fibres are not strong enough to be reused. Today, most recycled paper is made up of 54% used fibres and 47% new fibres. (Source: TwoSides)

    2. Recyclable paper – Without new fibres, the paper cycle collapses. Recyclable paper is any paper that can (and should!) be recycled. The few kinds of paper that can’t be recycled are foiled paper and greasy paper (looking at you, pizza boxes!) Greaseproof or coated paper can’t be recycled either. These are papers coated with silicone or laminated with plastic, often used for baking or in take away cups for hot drinks.

    3. Carbon balancing paper – The result of programmes where businesses offset their carbon output by investing in campaigns and initiatives which promote the protection and growth of the environment. One of the most popular is the ‘Carbon Balanced’ programme offered by the World Land Trust. This enables businesses to invest in World Land Trust initiatives which protect and restore carbon-rich wildlife habitats in the tropics, therefore offsetting their carbon footprint. Carbon balancing initiatives protect and promote the growth of forests, however the products created by carbon balanced programmes are not necessarily made from recycled or accredited paper, they’re just one piece of the puzzle!

    Whether your paper is recycled or not, you should ensure your paper is made with wood from sustainably managed forests. This is accredited paper. The most common types of accredited paper in the UK are from the Forest Stewardship Council (FSC) and the Programme for the Endorsement of Forest Certification (PEFC).

    4. FSC – You may already recognise this logo which is commonly used in print. This is a type of accreditation which supports the growth of forests. The system allows businesses and consumers to purchase forest products, like paper, that have been made with materials from well-managed forests and/or recycled sources. When you see the FSC ‘free tick’ logo (below) you know you’re purchasing a product that helps to grow forests. The FSC monitor wood production and ensure that trees are harvested and replanted in a responsible manner that promotes growth. This has ensured that forests are growing, rather than being depleted.

    FSC environmentally friendly paper

    5. PEFC – This programme provides accreditation for sustainably sourced forest products. Much like the FSC, forests need to be sustainably managed to become accredited. Sustainably managed forests are healthier, protected and great for the environment. Products that are from PEFC approved forests are printed with the PEFC label. Buying PEFC accredited paper with this label ensures that the area of accredited forests continues to grow. PEFC also partner with a range of stakeholders to amplify their message by creating campaigns such as the ‘Forest for Fashion’ initiative and developing national forest certification systems in the Balkans. 

    It’s programmes like the FSC and PEFC that have led European forests to grow by over 1,500 football pitches every day. More than 60% of forests in the EU and the UK are certified, and most of them are under the FSC, PEFC or both. Only 12% of the world’s forest areas are certified, so Europe is really leading the way when it comes to sustainable paper production.

    Sources for further reading:

    On recycled paper (fibres) – https://www.twosides.info/virgin-fibre/

    On why to use recycled papers – https://recycled-papers.co.uk/green-matters/why-use-recycled-papers

    On the tree to page cycle – https://www.twosides.info/from-tree-to-page/

    European reports on paper environmental impact – https://www.twosides.info/resources/research

  21. Mum’s the word!

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    Mother’s Day is the one day of the year to go above and beyond and show that special mum or mother figure in your life how much you care.

    This year Mother’s Day falls on Sunday 11 March. If you’ve not posted your Mum a Mother’s Day card yet, there’s still time! Post your card First Class before Royal Mail’s last collection on Friday 9 March.

    If you want to thank your mum for everything she does with more than a card, but can’t deliver it in person this Mother’s Day, then why not treat her to a mail order gift.

    Here are five ways we think you can send your love to your mum no matter where you are:

    Send her flowers. There’s nothing we love more than a Bloom & Wild package arriving in our office! The ‘letterbox flowers’ arrive in post box friendly packaging so they can be delivered whether or not someone is home at the time of delivery. They have lots of beautiful bouquets available at varying price points, including hand tied bouquets, plants, hampers and added gifts. So, you’re sure to find something perfect for your mum!

    Send her biscuits. Who doesn’t love a good biscuit?! Biscuiteers offer bespoke tins full of delightfully decorated biscuits. They have birthday themed biscuits, thank you biscuits, engagement biscuits and just about every other type of biscuit you can imagine. So, of course they have an entire Mother’s Day collection. Choose from a super-size super mum jolly ginger biscuit, to a flower bouquet tin of biscuits, or even a giant tin of bouquet chocolates personalised with your message. This is a sweet treat your mum is sure to enjoy!

    Send her jewellery. Ah jewellery, a classic favourite of Mother’s Day. Instead of buying something generic, Posh Totty offer delightful personalisation on their products. There’s a huge variety of styles, and you can add meaningful names, words or dates to many of them. You can send Gran a personalised locket necklace with a drawing by your children on the front. Or, personalise a Russian ring necklace with all the names of your mum’s children, and personalise it further with birthstones. The options are truly endless! Whether your mum prefers gold or silver, flashy or simple, you’ll be able to find something she’ll love.

    Send her some warmth. The Tartan Blanket Company offer customisable giftboxes with a wide array of products. In the Mother’s Day box there’s a lambswool scarf, specialty chocolate and a mug, plus added options of jewellery, bath salts and gift notes. Each product has the option for you to choose colour, flavour and style so its easy to make it something your mum would love! There are other giftbox options with different products like Isle of Skye Candles, tea and more. ‘Hug in a Mug’, ‘Slow Living’ or ‘Touch of Scotland’ are all great Mother’s Day alternative options!

    Send her something personal. Maybe your mum doesn’t like flowers, or biscuits, or jewellery. Or maybe, none of it feels personal enough for your special mum. Luckily, Moonpig and Not On the High Street are here to save the day! Both have a huge variety of options for Mother’s Day gifts, but the best is their personalised section. On Moonpig you can get everything from personalised mugs and aprons, to personalised bottles of prosecco. Meanwhile, Not On The High Street has personalised everything. From glasses stands to terracotta pots to bee hotels, they can personalise pretty much anything under the sun. So, if you’ve got a quirky mum or someone special in mind, personalise it to make it go the extra mile!

  22. Dragonfly help YDMT increase donations by 68%

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    The Yorkshire Dales Millennium Trust (YDMT) is a small charity doing great things to support and encourage the wildlife, nature, landscape and people of the Yorkshire Dales. They organise programmes that involve the community in the preservation and appreciation of everything the spectacular Yorkshire Dales has to offer. 

    As a charity, they know it’s important to give back to their donors and keep them updated on what’s happening in this special place. Their newsletter, Milestones, is mailed to their donor base quarterly. It updates the community on ongoing projects and offers a calendar of upcoming events over the next season. It’s a way for YDMT to thank their donors for their hard work and keep them engaged, as well as an opportunity for YDMT to appeal to one-off donors to give more regularly. 

    Milestones is sent in two versions, one to regular donors and another to those who have given one-off donations. When Dragonfly began managing the Milestones project with YDMT, we provided a few small recommendations to help them improve communication with their donors with the view of increasing donations.

    The first recommendation we gave was that YDMT made their cover letter more visually appealing, by using eye-catching images, logos and headings. We also encouraged them to include a clear call to action which is based around their key messages: “Help keep the Yorkshire Dales special” and “Do something amazing for our planet”. Dragonfly also designed a leaflet insert which was sent to occasional donors only, encouraging them to become regular givers.

    These changes were implemented in YDMT’s Autumn Milestones mailing in 2019, and the results were huge! YDMT saw a phenomenal 68% increase in donations compared to the previous year, with average donations increasing from £22 to £37.

    Mike Appleton, marketing and communications officer at YDMT said: “Our Autumn edition of Milestones was our first with Dragonfly and we are really pleased with the results. Nothing was too much trouble for Ellie and the team at Dragonfly and their advice really made an impact on how successful the newsletter was. We can’t wait to do the next one!”

  23. Celebrating inspirational women

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    Dragonfly champion influential women in the marketing industry, so for International Women’s Day, we thought we’d do something that would celebrate women of all shapes and sizes, and from all types of different backgrounds.

    We reached out to some inspirational women in our network and asked them: who inspires you? Whether it’s a celebrity, a historical figure, or someone they know, we’re passing on the celebration of inspirational women.

    Please keep the momentum going by sharing this post with a woman who inspires you!

    Here’s to strong women. May we know them. May we be them. May we raise them.

    Happy International Women’s Day!

    Ailsa Graham, Lead – Marketing Channels, Tesco Bank

    “Susanne Najafi, founder of a Breaking minds.

    She is one of those women whose story inspires you to be brave and really made me rethink my goals for the next few years. After reading her story, it really made me take stock, and realise my goals were in no way big or scary enough!

    She has taken some big risks in her career. Leaving the security of a high flying role at Procter and Gamble to start her own business. Selling her apartment to raise money for one of her business ventures. Now, she is an angel investor. Investing in start-ups that are often overlooked, particularly those led by women.

    All in all, pretty inspiring!”

    Jenny Ledgar, Wholesale Director, Royal Mail Group

    “Michelle Obama – fiercely intelligent, incredibly hard working. Her story of coming from an impoverished background but one filled with love to becoming one of the most influential women of our time is inspirational to me. Her championing of women, girls and education is something for us all to champion. Both she and her husband have a phrase when faced with criticism and backbiting and in this world right now it seems even more important – ‘when they go low, we go high’. Always maintain your own standards, no matter what!”

    Michelle Obama - International Womens Day

    Collette Hughes, Marketing and Be Kind Officer, Oliver Bonas

    “The woman that inspires me most right now has to be actress, activist and self confessed feminist-in-progress Jameela Jamil. As someone who is an avid user of social media it’s so easy to be presented with images and information that can be damaging to the way we view ourselves. Jameela is going out of her way to offer a different point of view, actively building a community to combat these issues and constantly uses her voice and position of authority in a really positive way.”

    Judith Donovan CBE, Chair, Royal Mail Strategic Mailing Partnership

    “I’m in awe of two queens, Queen Elizabeth I and Queen Elizabeth II. Queen Elizabeth I ruled for 43 years, on her own, fighting for her right to reign, and always trying to protect the country from powerful enemies. Our current Queen Elizabeth II has such a developed sense of duty that she has sacrificed much personal happiness and freedom of expression on that altar. And, all around her she sees the world having fun and her own family falling apart, and still she soldiers on! Two women working and winning against the odds!”

    Fiona McBeath, Research Analyst, Nestle

    There are many women in the world who inspire me. Many of these women are well known from our history books and their main attributes tend to be strength and resilience in the face of adversity. However one woman who inspires me far greater than anyone is my sister Diana. 15 years ago she gave birth to her son Ronnie, a happy healthy little boy. At the age of 2 everything changed and he was diagnosed with many health complications from epilepsy, ADHD and autism to name only a few. Ronnie has reached his teenage years now and Diana has never heard her son speak. She cares for him as a single parent around the clock as his needs are so complex. She does this every day with a smile on her face and the odd glass of wine. Her strength of character and selfless attitude is incredible and something for which I admire.

    ‘The strongest women are not those who show strength in front of us but those who win battles we know nothing about.’

    Mary Glasgow, Chief Executive Officer, Children 1st

    “As hard as it is if I had one woman to identify as an inspiration to me it would be Eleanor Roosevelt. She overcame many personal challenges and had to step out of the shadow of her powerful husband in order to make her voice heard at a time when women with strong and unpopular political views were rarely taken seriously.

    She championed the rights of Women and African Americans way before it was commonly accepted that inequality was unjust and harmful and in 1948 she was the driving force in creating The Universal Declaration of Human Rights.

    Eleanor Roosevelt inspires me personally because of her courage, her ability to think and act ahead of her time and for her incredible wit, warmth and clarity in communicating her ideals and values.”

    Eleanor Roosevelt

    Rachel Aldighieri, Managing Director, DMA

    “I’d like to celebrate Anneli Ritari-Stuart, MD of iProspect. The reason? Juggling a big job and family is a challenge in itself but throw in being a champion powerlifter and sitting on numerous Boards and Committees and I’m just in awe!”

    Roslyn Tumiotto, Co- founder of Rocco Venezia

    “So many amazing and inspiring women to chose but I will choose first Marie Curie, a pioneer in science, determined and with grit and perseverance to achieve world changing revolutionary advances in science despite being denied her right to an education by men. She is a symbol for me of women’s strength, determination and meaning… she’s pretty cool! 

    I also am utterly inspired by so many different women around the world but being a bubbles Queen founder of Italian brand Rocco Venezia, I am hugely inspired by women in the drinks industry who have shifted things and ruffled feathers but made huge headway in the world of champagne houses and drinks.

    I choose Madame Cliquot ‘The grande dame of the champagne world’, Madame Clicquot was the woman who started the female revolution in champagne by transforming her husband’s failing wine business and becoming one of the first international businesswomen in the world. 

    Fact: Veuve means widow… widows were allowed to run businesses unlike married or single women. Let’s raise a glass or Rocco or Veuve on International women’s day.”

    Natalie Alexandrou, Product Development Manager, Strathberry

    “I find Emma Watson inspiring. She has used her platform to raise awareness for gender equality, working on campaigns which give education to gives in poorer countries as well as her He for She campaign. Alongside this amazing work I think it’s fantastic how she only wears clothing and accessories which are sustainably and ethically sourced, supporting a brand’s ethos and not how popular it is.”

  24. What is a door drop?

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    When you pick up a pile of post from your letterbox, you’re holding a huge variety of mail types. Pieces in different formats, sent from different people in different ways. There’s ad mail and business mail, door drops and direct mail, programmatic mail and partially addressed mail.

    Today, Dragonfly are shining a spotlight on one particular type of mail – door drops. Here we’ll explain exactly what a door drop is and how it can help deliver more than just another piece of post onto a doormat.

    What is a door drop?

    A door drop is an unaddressed piece of mail – a flyer, brochure, letter, postcard or even a booklet of vouchers that is delivered through your letterbox. When people think of door drops, brands like Dominoes, Specsavers, and Sky all spring to mind, as do the door drops you receive when there is a General Election and politicians are canvassing for you vote.

    Is a door drop just a leaflet?

    No. Leaflets are a format, whereas door drops are a postage method.

    Why do brands use door drops?

    When done right, door drops are a really great way to engage with many people quickly and effectively. In fact, 80% of the UK’s top advertisers use door drops. Not only are they a cost-effective way to reach a large volume of people, but companies can choose the exact week in which to send their mail piece, so the door drop can land at a time when their competitors mail wont.

    Do I need a database to send a door drop?

    The good news is you don’t need an existing database to send a door drop. If you’re trying to grow your customer base, you can reach cold targets that are relevant to you by sending your door drops based on postcode sectors, or drive time to your business.

    Why would I use a door drop for my business?

    Door drops have a great variety of use. Dragonfly often recommend them to our clients who open a new office, shop or restaurant in a new location, like the Scottish Dental Care Group. This is because they can announce their arrival to the right people and reach out to them in a way that digital simply can’t. Plus, their cost-effective nature means a little budget goes a long way. Postcodes can be selected based on geography as well as affluence and other identifying criteria that can make the drops more targeted and relevant to the business.

    Don’t door drops just go straight in the bin?

    No! Statistics show that 73% of door drop items are opened, read, filed or set away for later. If you’re sending something that looks spammy, then people will treat it like spam. But, if you’re sending a nicely designed piece that’s relevant to the householder, then the piece will hit its target.

    Are door drops GDPR compliant?

    Yes, as door drops don’t rely on profiling any personal data, they are 100% GDPR compliant.

    Are door drops good value for money?

    Yes! 90% of campaigns that included door drops saw an increase in new customers, compared to 59% of those without. A case study by Maids & More even saw an ROI of 22:1.

    Sources for further reading:

    Royal Mail on door drops

    JICMAIL on door drops

  25. Print Item of the Month – February

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    Two Sides Valentine

    Ah, February, the month of love! Naturally, our print item of the month had to be a very special Valentine. We received this Valentine’s Day card from Two Sides, a not-for-profit organisation that aims to educate the public on the facts of paper, print and the environment. Dragonfly have been a long-time member of Two Sides and supported their battle against greenwashing, so we were delighted to see their Valentine’s Day card in the post!

    Two Sides have put together a piece that reflects their brand, is relevant to their audience and celebrates the season of love. In true Two Sides fashion, they’ve included some fun facts as ‘reasons to love paper’. Then, they got their romantic side out in the name of Valentine’s Day and wrote their own poem to say thank you to their members.

    One of the most interesting parts of the piece is directly below the poem, where there’s a smaller symbol that says, ‘Love Paper’. Love Paper is a project within Two Sides to promote the sustainability of print, paper and packaging. That symbol is the Love Paper mark, which is placed on printed products by companies who partner with the campaign. It signifies their commitment to sustainability. Big names like Oliver Bonas and Papier have already started using it, so keep your eye out for it!

    Love Paper campaign
    Love Paper Two Sides

  26. How to engage your customers

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    The DMA Event for Customer Engagement on 18 February 2020 discussed how to create user journeys with a contemporary touch. The event outlined how combining creativity and technology can improve your customer’s experience with your brand. These are the top seven tips we learned:

    1. Give the consumers their control back! More and more, people are feeling responsible for their own data. Customers are willing to share their personal data but want a better understanding of what’s being done with it. Brands need to start developing a clear statement for customers when asking to collect their personal data. If customers know it will benefit them, they’ll be more likely to agree.

    2. Just because you can, doesn’t mean you should. This is something that came up again and again. Just because you can send a personalised welcome pack to a cold target, doesn’t mean you should. Cold targets often find this intrusive and don’t respond positively. Just because there is a wealth of new marketing technology, doesn’t inherently mean it’s a good fit for you. As always, continue to think about your brand, what you sell and who you sell it to, and use what is relevant to you.

    3. Think in terms of experiences. The experiences in your marketing funnel aren’t just PR events and sales experiences. Nowadays even your branding, or the act of purchasing your product/service, are experiences for the customer.

    4. Know your audience. A few misconceptions about the general population were pointed out to us: did you realise millennials were born between 1980-1999 and now make up most of the current workforce? For most people, discounts and benefits are the most engaging call to action. But, they’re most likely to share their personal data not only if they get these benefits but if they’re relevant to them.

    5. Solving a problem isn’t enough anymore. Your marketing shouldn’t focus on just solving a problem. Your marketing strategy needs to create a user journey by having various touchpoints, offers and added benefits to the customer.

    6. Create personalised experiences through digital. One of the benefits of direct mail is that it is inherently interactive and can easily be personalised. However, there’s a lot you can learn through digital to tailor that personal message. By examining how someone got to your website, what they looked at and what they bought, you can tailor a follow up email or direct mail offer to suit their interests.

    7. Make an experience that’s made for your audience. Mi Rewards was a great example of this. Most loyalty programmes require you to have your loyalty card on hand. Colin Munro at Miconex found that this was a contributing factor to towns and cities not having a successful loyalty program – so Miconex adapted to suit their audience. They partnered with Fidel, the company which manages the data belonging to Visa and Mastercard to create a loyalty program in which customers link their Mi Rewards app directly with their debit card. Local businesses agree to participate and then offer discounts and offers to relevant users depending on where they’re spending.

  27. Myths and facts of direct mail

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    Direct mail is great – it can accurately target specific audiences and achieve fantastic results. But there are some myths out there that can make marketeers question this type of marketing.

    Here are 5 common myths from the world of direct mail and the facts you need to know.

    1. Myth: Direct mail is an outdated marketing platform.

    Fact: Direct mail continues to be a revenue generating marketing platform. Royal Mail found that 63% of people surveyed found it easier to browse lots of products by using a printed catalogue rather than online or in-store. More than half (52%) said they bought more than they originally intended to when shopping with a printed catalogue.

    Source: https://www.royalmail.com/business/guides-and-insights/catalogues

    2. Myth: Direct mail is only suitable for older people.

    Fact: Direct mail is popular with younger people. They don’t receive much, so it stands out. A study by MarketReach found that 32% of young people are more likely to trust information in print than on the internet. And, compared with the sample average, young people are 18% more likely to ‘welcome mail and find it memorable’.

    Source: https://www.marketreach.co.uk/resources/lifestages/fledglings

    3. Myth: Direct mail doesn’t fit in to a digital world

    Fact: Programmatic mail allows businesses to integrate their online and offline communications. It’s one of many ways you can use mail as a part of an omnichannel marketing strategy to maximise results.

    Source: https://www.marketreach.co.uk/programmaticmail

    4. Myth: Paper isn’t sustainable

    Fact: Paper is made from wood, one of the few truly renewable and sustainable resources. In order to recycle paper, recycled fibers need to be mixed with new fibers. The new fibres keep the recycled fibers from degrading and ensures the renewable cycle of paper production continues.

    Source: https://www.twosides.info/virgin-fibre/

    5. Myth: Direct mail isn’t memorable

    Fact: Neuroscientists found that mail evokes a brain response that’s 33% stronger than email, and 35% stronger than social media. Mail activates the areas of the brain responsible for long-term memory encoding 49% more than email and 35% more than social ads. Engagement with an ad is triggered by something of personal relevance, and mail has the ability to cross the personal boundary and generate meaningful interest from your target.

    Source: https://www.marketreach.co.uk/sites/default/files/RM_MarketReach_Mail-Cuts-Through-Report_0.pdf

  28. What’s your type this Valentine’s?

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    Valentine’s Day is just around the corner, but what do you buy that loved one in your life?

    Valentine’s Day gifts can be a source of stress for a lot of lovers out there. Dragonfly specialise in all things print and know the difference between a cookie cutter average Valentine’s Day card, and a gift that lasts a lifetime.

    Here are our five recommendations to woo your valentine this 14th February:

    1. A modern and memorable card – There are plenty of ways that printers have modernised the traditional card. One of the best and most innovative is the card-that-you-plant. Instead of getting a throwaway card, buy one that will grow like your love. These ‘seed cards’ have a unique texture, because they are made of compostable paper that is embedded with fresh wildflower seeds. After you have enjoyed admiring your card on your mantlepiece, simply plant the card according to instructions and you’ll have gift that lasts (with appropriate water and sunshine) a lifetime. A gift that keeps on giving!

    2. Your story told through pictures – For those who don’t know how to put it into words, photo books have come to the rescue. Unlike the average card, photo books continue to carry meaning and remain a popular choice for a loved one’s gift. For Valentine’s Day you could create a small photo book of a recent holiday, Christmas, or one that’s simply full of moments you felt truly in love!

    3. The love letter – The one tradition that is truly timeless, a handwritten letter. Love letters let you say exactly how you feel, without the pressure of being in the moment. You can take all of the little sweet things you think but don’t say and put them in one romantic piece of literature that your partner will keep forever. Keep that in mind when choosing your paper, write your drafts on regular lined paper, but make sure you pick something beautiful for your final product!

    4. A meaningful map – Many people appreciate having personalised large prints to hang in their home. Often these prints feature their wedding venue, their first home or a map of their hometown. One of the most romantic options is a star map of what the stars looked like on a specific date, time and place. You could order a star map of the first night you kissed, the night you said I love you, the night of your engagement or the birth of your child. It’s not something your partner will expect, but it’s something we’re sure they’ll appreciate.

    5. A personalised book – Have you already gifted a photo book? Is your home already covered in prints, pictures and posters? Luckily, you still have the option of creating a personalised book. Some options only let you personalise very specific aspects of your story, such as the name and interests of the main character. Others, like the ‘Why I Love You and ‘Our Love Story’ books, have been created for Valentine’s Day gifting purposes. They make it easy for you to create a book tailor made to your relationship and story.

  29. Using technology to maximise creativity

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    Harnessing creative technology and data in advertising workshop

    The ‘Collider’ workshop hosted by the University of Edinburgh’s Design Informatics team in collaboration with the DMA and IPA Scotland was held yesterday, 5 February 2020 at the University’s Inspace on Crichton Street. It explored the ways in which data can lend itself to taking creative advertising to a whole new level. The event was attended by around 35 creatives from agencies in and around Edinburgh.

    Dragonfly’s own Graphic Designer, Rich attended and had a lot to say about his experience, here’s what you need to know.

    “Collider was a great workshop and a real eye opener into the advances in creative technology and data in advertising. Data is the future and the time to embrace it and apply it to our daily lives is now. There were presentations with five lightning provocations by the Design Informatics team, experts in emerging creative tech. These briefly covered the use of data in the pull economy through the Internet of Things, Neuroscience, Natural Language Processing, Smart Contracts and Locative Media.

    Smart Contracts

    The presentation by Chris Elsden on Smart donations and contracts was particularly fascinating. Exploring the future of data driven giving, Blockchain and volunteering on the ledger are all very exciting innovations for the fundraising sector. Smart Contracts are a concept which allows donors to pledge funds that are only released if the data-drive conditions are met. The charities can then utilise the data to have a more flexible and sustainable approach to fundraising.

    Photo: Rich pitching his idea

    Putting our learning to work

    It’s not a workshop if there is no work! The creatives were split into groups of six and given the challenge of pushing boundaries in developing an advertising campaign for a product, service or event. They were given an hour and a half. This was a fun exercise as the creatives shared and explored some crazy concepts under the guidance of a member from the Design Informatics team. The most interesting part was presenting these ideas back to the workshop in an interactive way.

    Photo: Rich and his team presented an idea focusing which combined AI and health care to benefit the elderly

    It was hilarious. Ideas ranged from mystery holidays based on your online habits, to tree planting schemes using the blockchain to minimise our carbon footprint, to a wellness device for the elderly that uses biometrics and AI to ease the pressure on the NHS, and everything in between.

    All in all, it was a great experience. It got the creatives out of their routines, provoked a lot of imaginative thinking and exercised the grey matter. I look forward to attending the next one!”

  30. Scottish Dental Care Group use door drop to grow local client base

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    The Dragonfly Agency recently completed an exciting project for Scottish Dental Care Group, who provide family-friendly dental care across Scotland. Dragonfly’s campaign focused on the Bishopton Dental Clinic, a new state-of-the-art practice in Greater Glasgow. While SDC Group have surgeries in all far corners of Scotland, each practice has an appealing local community feel. Bishopton Dental Clinic are a top tier dental team that can look after your whole family. Naturally, they wanted to share the exciting news of their recent opening with the local community.

    To achieve this, Dragonfly organised a door drop of nearly 50,000 leaflets to local residents. The leaflets introduced the dentists, nurses and specialists who work at the practice, and outlined the treatments they offer. This way, future patients could learn about the practice while becoming familiar with Bishopton Dental Clinic’s team and services. This raised awareness of the practice among locals, establishing the clinic as an important part of the community.

    To ensure the leaflets were delivered to the right audience, Dragonfly identified target areas based on distance to the practice by drive time and bus routes. This data was then cross-referenced with households that reported the highest response rates to mail, maximising the SDC Group’s budget and optimising engagement.

    The door drop’s call to action included incentives like a free dental implant consultation and a discount on tooth whitening. These showcase the variety of treatments offered at the clinic and encourages residents to make an appointment.

    The door drop both was successful in both building the awareness of the Bishopton Dental Clinic in the community and incentivising potential clients to try out the SDC Group’s range of treatments. Direct mail continues to be a vital part of the Scottish Dental Care Group’s marketing mix.

  31. Print Item of the Month – January

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    This month Dragonfly have chosen a less conventional print item of the month that crossed our path. On Blue Monday our Senior Account Manager Gary was commuting to the Edinburgh office through a chaotic Haymarket station, when his attention was caught by captivating bags being gifted to commuters by the Benholm Group. Benholm had the wonderful idea of combatting the negativity around Blue Monday. The paper bags were emblazoned with ‘Turn Blue Monday Green’ and inside was a delightful surprise: a plant and fact sheet about the benefits of greenery in an office.

    Benholm Group specialise in ‘plantscaping’ for corporate offices, so this was topical to their area of expertise. It stood out as a relevant and experimental marketing piece and momentum was built off of the Blue Monday social media storm. Genius work by Benholm!

    #Turnbluemondaygreen was such thoughtful idea and certainly worked in our office. We continue to water and keep our plant which brightens up the space. This is just one way you can turn print into an experience that evokes emotion and memorability. It’s clever, and Dragonfly absolutely loved it. Thank you to Benholm Group for the kind gesture!

  32. The A-Z of direct mail

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    The ultimate A – Z of direct mail marketing, brought to you by Dragonfly!

    A is for artwork – First impressions count! The look and feel of a direct marketing piece will grab your audience’s attention in the first millisecond. Make sure to follow brand guidelines and keep creative online and offline consistent.

    B is for budget – Direct marketing can be a cost-effective way to communicate with your customers and target customers. When plan a budget, take data processing, postage and production costs into consideration. Don’t think a one-off mailing will do the trick. DM is like a club, once you have paid the membership fee you must keep paying your monthly subscription, so keep mailing! 

    C is for copy – Keep copy simple. Use language that resonates with the audience you are speaking to. If it doesn’t make sense to you, will it make sense to them?

    D is for data – Your database is at the heart of all good marketing activity. The information you hold is gold dust that can tell you about trends and habits. Make sure you invest in keeping your data in good health – run health checks to remove duplicates, moved or deceased contacts. Why would you send mail to people to who are no longer there?

    E is for engagement – Different audiences engage in direct mail in different ways. Older generations think a brown envelope means a bill, whereas digitally savvy younger audiences who aren’t used to receiving mail appreciate quality paper stocks and high-quality designs brightly displayed on the outside of an envelope.

    F is for formats – There are many different direct marketing formats including direct mail shots, door drops, press inserts, email marketing, SMS and social media. The method most appropriate for your business will depend on who you are targeting, the message you want get across and the response you want to generate.

    G is for GDPR – It’s well over a year since GDPR came into force. And what a great thing it is! The ICO allow you to mail cold data under the Legitimate Interest Act, so you can still grow your database and speak to new and existing customers.

    H is for housemovers – Did you know there is a whole host of data sets available to target the 66 million people in the UK? Have you recently moved to a new house and been sent flyers from utility companies, tradesmen, or your local council? It’s not a fluke! This has all been planned based on data!

    I is for insight – In the world of marketing, finding good insights is vital to the success of campaigns. Any insight you gather is a true revelation of your consumer. If you know what they think, how they behave or what they feel, then you can target them in the way they want.

    J is for journey – What do you want your customer to do once they receive your direct mail piece? The conversation doesn’t end once an action has been completed. All good marketing campaigns are planned with a beginning, middle and end. Have you mapped your journey?

    K is for knowledge – Knowledge is king! What ways can you test and learn from your direct marketing? Keep a control pack and introduce a test element to each campaign to learn what your audience react to best. It could be changing the envelope shape, colour, adding personalisation or a specific picture.

    L is for learnings – Log all your learnings so you can track what works and what doesn’t. There are loads of great CRM and marketing systems out there that can help!

    M is for message – A direct marketing campaign with a clear call to action can help you boost your sales to existing customers, increase customer loyalty, recapture old customers and generate new business. Make sure the message is clear and relevant!

    N is for new business – How do you acquire new customers, new business, new contacts, new suppliers? Writing a letter, sending a brochure or mailing an offer are all great ways to engage a new audience.

    O is for omni channel – What’s the first thing people do when they receive direct mail? Go online! So, make sure your campaign message, creative and journey carries across omni marketing channels.

    P is for personalised – You get much more engagement and a better response when you add personalisation to mail. Think about it: if you were to send your friend John a card, would you just write ‘Hi!’ Or would you write ‘Hi John!’?   

    Q is for quality – The standard of marketing materials reflects your business. Quality can be created from formats, paper, foiling, design, die cutting, fonts, colours and texture. Or, from adding testimonials, Trust Pilot logos, pictures of ambassadors or the recycle logo.  

    R is for reading – Can your recipient clearly read your mail pack? And the call to action within it? Royal Mail have guidelines on fonts and sizes that can help your mail deliver. 

    S is for sales – Always include a call to action. What are you selling and how do you want the customer to buy that service or product? Make it stand out – a dark circle on a lighter background gets the best results.

    T is for targeting – A poorly planned or targeted campaign can be a total waste of money. Take time before you hit print to make sure you have considered who you are mailing and when it will land in their letterbox.

    U is for USP – What makes you stand out from your competitors? Use this unique selling point in your direct marketing as it will make you stand out from the crowd.

    V is for validation – Why should a consumer pick you? Validate your offer or service with pictures, case studies, examples, or welcome copy. There is plenty of space on a direct marketing piece to validate yourself. 

    W is for warehouse – Data warehouses, production warehouses, fulfilment warehouses, Royal Mail warehouses, paper warehouses… It all has to be stored somewhere. Mail is the third largest media channel in the UK by spend (after internet and TV)

    X is for xxxx – kisses! That’s it!

    Y is for YES! Yes, you can use direct marketing as part of your marketing plan! It’s easy and efficient and has worked for many brands for many years.

    Z is for zig zag – Zig zag fold also known as the concertina fold. There are hundreds of creative formats you can use in direct marketing. Being quirky can help you stand out.

  33. Print Items of the Month – December

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    This month we decided to expand our Print Item of the Month to include a few of the best pieces of Christmas print items that came through our letterbox in December. The first up was easily designated as a winner from the second we saw it – a cardboard advent calendar beautifully sculpted in the shape of a sleigh.

    This was sent to Stephanie from Deutsche Post as a Christmas thank you, so it works as an advertising piece, a thank you and a yummy advent calendar all in one! If that wasn’t enough, each day is a puzzle piece which can be rearranged on each side to make a new image inside of the sleigh.

    Another clear winner in our office were the food catalogues put out by each and every supermarket. We particularly liked Lidl and Asda’s. Lidl stood out with their smaller size and festive gold foiling. Asda’s Food Guide design exuded Christmas from front to back and had mouth watering images throughout.

    Speaking of food, we loved seeing all the festive menus put out on display this season. A few favourites were from some of Edinburgh’s best bars and restaurants.

    In Bruntsfield, Black Ivy’s elegant booklet menu features lovely imagery of the venue and the cosy Christmas interior which oozes festive cheer, whilst Montpeliers (Edinburgh) Ltd Group commissioned illustrator Lydia Bourhill to sketch a series of fabulous exterior prints of the venues. The Raeburn’s simple design had all the right elements and proved that you don’t need to go over the top to create good print marketing. Festive menus are something that you see so much of in December that you often think they need to really stand out, but you also need to make it easy for people to get all the information they need.

    john lewis catalogue 2019

    This year we also saw catalogues make a comeback in a big way. Amazon came out with their modern take on the old school toy catalogue. Their catalogue had no prices, instead you could scan QR codes to shop, with the catalogue content personalised to the household receiving it. This is the second year Amazon are running a catalogue, and though they’ve updated it with modern tech, they’re clearly continuing to use it because this nostalgic approach to shopping works. Physical print builds a better emotional connection, so even brands who don’t implement the tech of QR codes are making catalogues, everyone from the Tartan Blanket Co. to John Lewis, to Boots!

  34. Print Item of the Month – November

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    Our Print Item of the Month for November is shared between two different newspaper wraps which were carried by the Metro. We picked one wrap from People’s Postcode Lottery which we worked on, and one from Sainsbury’s which featured as a Print Item of the Week earlier this month.

    For those who may not know, wraps are a cover page that goes atop the normal front page and back page of a newspaper, in this case, Metro. They’re an effective print advertising platform, especially when done right. In November both People’s Postcode Lottery and Sainsbury’s used their wraps to work to their advantage in very different ways.

    People’s Postcode Lottery

    PPL have chosen a traditional advertising wrap style. They’ve bolstered up the eye catch factor by having their recognisable bright red colours feature heavily on both the front and back of the wrap. Once your eye is caught, you’ll recognise the usual People’s Postcode lottery logo, along with some familiar faces. Clearly, they’re on their way to knock on some doors in the lucky postcode of the day! You may even notice that their license plate reads ‘#30KADAY’, we love the little touches!

    Flip to the back and you’ll see this isn’t just any PPL advertisement. They’re announcing that in the month of December they will be awarded £30K to one lucky postcode each and every day. Note the van is driving away, then see in the copy stating that you have to sign up by midnight the next day in order to play in the December draws. In this ad, PPL have ensured that all the necessary elements are there. The message and call to action are both easy to find because of their attractive images and bright colours. Have you thought about how hard it is to make colours pop on a newspaper? Spoiler: we have.

    Sainsbury’s

    Unlike PPL, Sainsbury’s have opted to make their ad look like a traditional newspaper front and back. To understand how clever this is, you need to know that the Sainsbury’s Christmas ad came out a few days before this wrap featured (watch it here). You also need to know that the ad was set in the past and featured a bit of clementine stealing and orange gifting. So, the front features fake articles that feed off of the ad, with headlines like: ‘Clemen-crime strikes West End!’

    This copy and content directly relates to what happened in their Christmas advert. Metro readers who hadn’t seen the ad would be prompted to go online to watch it. On the other hand, Metro readers who had seen it might have a little laugh to themselves and read on. Attention to detail in this case is highly effective. Readers are encouraged to engage to find out more, or to search for more titbits that relate back to the ad. In any case, it builds brand awareness and props up their Christmas ad which faces stiff competition. This is one great example of how print marketing can compliment your digital marketing.

    The back page of the wrap featured an ad for easy peeler oranges. Again, this relates to the Christmas ad. But, it does also function as an attractive retro ad regardless of whether you know or care about the Christmas ad! And we all know oranges are a very popular purchase around Christmastime.

    These are two very different but equally effective ways to engage readers through print marketing. Well done to People’s Postcode Lottery and Sainsbury’s, our November Print Item of the Month winners!

  35. Charities to consider supporting this Christmas #UKCharityWeek

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    Known as the season for giving, Christmas is the most important time in the calendar for many charities to receive donations. Dragonfly love to support the charity sector in every way possible. So, in honour of #UKCharityWeek, we thought it would be apt to put together a list of charities to consider supporting this Christmas.

    Environmental Issues

    With Extinction Rebellion on every corner and Greta Thunberg nominated for a Nobel Prize, global warming and carbon footprints are on everybody’s mind. We pride ourselves at Dragonfly for being an eco-conscious company. Many of us were taught to recycle because of the misperception that paper kills trees. While recycling is a great value to instil, it’s taking a lot to reverse the misinformation surrounding paper’s environmental impact. Paper is one of the only truly sustainable media forms out there, which is one reason we’re so dedicated to it. There are many environmentally focused charities out there too, so it’s easy to find one that means a lot to you.  Want to protect our seas and oceans? Consider donating to SeaLegacy. Have a soft spot for polar bears? Check out the WWF’s ‘Adopt a Polar Bear‘ campaign. Coral reefs? There’s the Reef-World Foundation. Replanting trees? Plant one with World Land Trust!

    Animal welfare

    Edinburgh Dog and Cat Home

    Whether you’re a dog person or a cat person, there’s an animal charity for you. Cats Protection is a great UK wide charity who help rescue and rehome cats and kittens. Closer to home for us is the Edinburgh Dog and Cat Home that rehomes and cares for homeless animals in the Lothian areas. On top of animal shelters, there are so many charities who work with big animal welfare issues. For example, issues of captivity, big game hunting, poaching and more. It’s easy to find one that tugs at your heartstrings. One of our favourites campaigns to keep track of this year was #LionsofLyon. It was an effort made by the Born Free Foundation, where they rehomed four lions from horrible conditions in France to a big cat sanctuary in Shamwari Private Game Reserve, South Africa.

    Poverty in the UK

    When we think of charities to support at Christmas, our minds often jump to larger charities like UNICEF. The big names that fundraise to combat poverty and famine around the world. While we’ve been pointing out some types of charities that focus on other issues, it’s important to remember traditional ones that target issues of poverty. There are a lot of charities that fundraise to fight poverty. So if you’d like to make things more personal, consider one that focuses on poverty in your local area. Donate to, or volunteer at a local shelter. In Edinburgh, we have charities like Streetwork and Homeless Action Scotland which both focus on combating homelessness.

    Charities devoted to children

    Children1st Kiltwalk

    Children can sometimes find themselves in a vulnerable place without the support or understanding they need to get out of that position. Almost everyone knows a child that means a lot to them. So you can understand why charities that are dedicated to protecting and defending the rights of children are worth supporting. Our CEO Vicky is going so far as to trek in the Arctic in support of Children1st, a local Scottish charity focused on advocating for children. In part, she was motivated because of her own children and the knowledge that her sons are afforded many privileges that others can’t access. Supporting Children1st helps even that gap by advocating for Scottish children and giving them a reason to smile again.

    Illness 

    Illnesses effect everyone, and Christmas can be a difficult time of the year for those who are dealing with an illness in the family. Charities that are dedicated to illnesses come in all shapes and sizes. In some cases, they use donations to try finding cures. In others, they use them to help support people dealing with that illness. Consider the viral ALS Ice Bucket Challenge which raised over $115 million in eight weeks alone. Those donations went on to fund nine global research collaborations that resulted in two new antisense drugs going to trial. Sometimes people think that donations to charities which focus on illnesses make little to no impact on advancing new research, but the Ice Bucket Challenge is proof that this isn’t true. Consider donating to a charity that focuses on an illness that has touched your life.

    Charities that make life easier

    Age UK Loneliness Campaign

    …For those in old age or living with a disability. Some charities, like Abbeyfield, are dedicated to sheltering and caring for elderly people. Other charities use donations to provide hearing aids and other accessibility tools. Or, to create activities and communities to combat loneliness in old age. There are many local charities that run programs like Age U.K.’s befriending service which combats loneliness by matching the elderly with youths. Similarly, there are many charities that make life easier for those living with disabilities by providing services and raising awareness. These charities advocate for changes to be made to make the world more accessible for those living with disabilities and often create a community full of support and services for them.

    If you’re really stuck for charities to donate to, just think of the many charity shops you see. There’s Shelter, the Salvation Army, Oxfam and Save the Children, to name a few. If you’re not in a financial position to donate, maybe it’s time to clear out your wardrobe and donate the things you love but don’t wear. Or, consider volunteering with a local charity. There are so many paths to supporting charities! You’ll always be able to find one that suits you.

    Click to read how Dragonfly works with charities.

  36. How mail delivers extra spending at Christmas

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    Retailers love Christmas. Why? Because it’s the biggest annual spending boom.

    Marketing departments start working a year ahead on crafting their in-depth Christmas marketing strategies with one main goal in mind: get their Christmas message heard by customers new and old. The biggest challenge they face is how to translate their message into spending at the busiest time of the year. Each year new strategies emerge, for example Gap completely cut out TV adverts this year. But statistics show that mail remains one of the most effective ways of engaging with your target audience. This is why direct mail and Christmas go hand in hand.

    Messages are in our email inbox one second and out the next. The tech revolution is telling us that online advertising is the way of the future, but direct mail marketing can be the difference between an average result and excellent results. Here are a few reasons to include mail in your Christmas marketing:

    On average, mail has a higher return on investment

    Advertising online can be a cheap way to get a lot of impressions, but mail delivers a higher rate of engagement and return on investment. Digital agencies have recently been shouting about how every £1 spent on influencer marketing sees a £6 return. Mail, on the other hand, can deliver an average £14 return for every £1 spent.

    Mail has a strong B2B and B2C marketing presence

    Mail is the most responsive advertising medium, with one study showing 60% of consumers responding eventually and 37% responding within 12 months. It has a high purchasing power, with 56% of consumers having purchased after receiving advertising mail. In an office, 32% of managers say they always open their mail and a further 30% say they open it if it looks relevant. Whether you’re a business or a consumer, mail stands out. You’re more likely to get engagement per mail than per email, that’s exactly what makes it more valuable.

    Mail makes email significantly more effective

    The strongest campaign is built by using both mail and email. Let each pick-up the other’s slack and compliment its strengths. Using both mail and email reiterates your campaign’s message in the minds of your target and can create a clear call to action which increases engagement. CentralMailing’s study compared mailed campaigns to similar campaigns that didn’t include mail, those that did had achieved over twice (205%!) the market share growth. If you want to increase your email pool, or if you want your emails to drive more engagement, consider using mail to achieve it. For example, retailers who rely on digital can really build their brand and their engagement by including the personal touch that is a Christmas card.

    Mail is worth testing during the high season

    Every year there are more and more Christmas advertisements. While the largest companies compete for the viral advert of the year, some will hardly be seen, and smaller companies will fall to the wayside. One jewellery company, Posh Totty, decided to trial a mailing catalogue in the run-up to Black Friday to see what effect it could have on their sales. As a Royal Mail First Time User they received a discount and were able to mail 50k catalogues to customers and prospects. The 25-page catalogue was highly successful as conversion to sales on their website tripled over the weekend. On average, those who received the catalogue spent 35% more than those that didn’t. Mail was the key that turned their Black Friday weekend into a success.

    Personalisation has more power in person

    All advertising emails are personalised, but we don’t expect the same standard from advertising mail. Famously, Emma Bridgewater, a pottery company that regularly mails Christmas catalogues, trialled a new design that proved highly effective. To stay competitive and stand out, Emma Bridgewater decided that they needed to up their targeting game. They took their catalogues to the next level by personalising the front cover. Typically, they would feature a variety of their iconic products on the front, likely a best-seller, to spike interest. The cover of their 2017 catalogue had a traditional Christmas mug – except instead of ‘Your name here’ they put the name of the recipient. This clearly landed well with their audience. It generated some social media buzz, and their ROI increased by 25%, proving all it takes is a small touch to go a long way.

    Direct mail and Christmas are a match made in heaven. Despite being thought of as a thing of the past, Christmas mail campaigns continue to prove to be wildly effective for companies across industries. At Christmastime, you need something personal if you want to stand out. Nothing screams personal like a personalised Christmas card, letter or catalogue. The letterbox is the one place where the public aren’t being overwhelmed with Christmas messages, use it to your advantage. Get in touch with us if you’d like some help on making your Christmas mail campaign a success. 

  37. How to create a comprehensive Christmas campaign

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    Christmas is in the air! Festivity and cheer are spreading through the city. Christmas markets are opening their gates, shops are putting out their Christmas window display and streets are glittering with fairy lights. People everywhere are overwhelmed with these Christmas messages – so how can you make yours stand out? Emails of adverts for the perfect Christmas gifts and promotional offers to meet Christmas budgets are starting to come from every platform. Heaps of Christmas cards fall upon Christmas mailers through letterboxes day after day. How can your company cut through the noise? Here’s the Dragonfly Agency’s guide to a comprehensive Christmas campaign:

    Use an omni-channel marketing strategy

    The first step to a well-planned, comprehensive Christmas campaign is to ensure it’s recognisable. This means developing an omni-channel strategy, one that covers all your targeted areas of marketing. Include digital and direct to say the least. If your biggest revenue-generating platform is TV, ensure your Christmas campaign has a TV advert. Simple enough? Even something as easy as following up a mailing campaign with an email aimed towards those who didn’t engage the first time can be wildly effective at provoking engagement.

    Pay special attention to timing

    You can understand then why timing is everything. Each component of your strategy needs to work in time with its complementary components. Make sure your mailing is going out at the right time so it reaches people’s homes at the same time the rest of your campaign has gone live. This will help people recognise your advert, and you’ll stand out from the crowd. If you’re sending a follow up email, make sure you’ve given them an appropriate amount of time to engage with their mail. If you’ve included a call to action to go online to a specific URL, or to use a code, make sure those components are already functioning before you mail those pieces. Without accurate timing in place, your omni-channel strategy will fall flat.

    Get creative with design and format

    Don’t forget design! The logic and planning that needs to go into creating an omni channel strategy and to ensure the timings are perfect can make everything seem quite logistical. Get creative with your creative! Your piece still needs to stand out from the crowd. Use previous mailings to decide which styles are most effective with your audience and build from that. A print piece that is well crafted with complimentary colours, luxurious quality paper and an overall interactive and eye-catching design will be a winner in the Christmas mail pile.

    If you need help with your Christmas mailings, please get in touch as soon as possible.

  38. Dragonfly and jewellery, a case study

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    Admittedly, the Dragonflies are big fans of luxury jewellery. You could say it’s one of our weaknesses, but we see it as one of our strengths. We’ve worked with jewellery companies to create beautiful printed products to match their beautiful brands. Here are two case studies that show the many ways Dragonfly can help showcase the best in jewellery:

    Laings

    Dragonfly created virtually every print item you can imagine for Laings the Jeweller. We helped design and print everything from business cards and brochures, to wrapping paper and stickers. We helped Laings create a consistent branded stock for all their printed marketing collateral. Dragonfly designed, printed and delivered these products to either Laings for their use, or to their customer for promotional projects. We worked on a few special promotional projects with them too, including:

    Their name rebrand: At the time they were known in the South of England as ‘Parkhouse’, but they were rebranding their name to ‘Laings’. Dragonfly created a direct mail piece that communicated the name change, but assured customers that nothing else was changing. The company was staying under the same management, just with a new name. We picked the most stunning stocks we could find, added intricate die cutting and foiling, and included a handwritten letter from the owner. We wanted the mailing to match the level of luxury that the customers were used to from the jeweller.

    Their bespoke products:  Laings created a highly luxurious, highly valuable piece that deserved its own bespoke packaging to go with it when it was sold. This was a piece known as 175, a diamond necklace that was created to celebrate their 175th anniversary. 175 was the highest quality jewellery and completely one of a kind. Dragonfly was tasked creating a book to be given to the customer who purchased the necklace. As you can imagine, the book had to be of the highest quality to fit with the brand of such an expensive and luxurious piece of jewellery. It had to celebrate 175 years of jeweller excellence and showcase the best of Laings.

    Hamilton & Inches

    More recently, the Dragonfly team have been honoured to work with Hamilton & Inches. Hamilton & Inches are a heritage jeweller based in Edinburgh. They are a company dedicated to creating a consistent quality of luxury in everything they produce, and this is reflected in the printed pieces we create for them. We work on several projects with them, creating everything from business cards, to brochures, to Christmas cards and more. The pieces we work on with them are some of the most beautiful to pass through our offices. Recently, we were invited behind the scenes at Hamilton & Inches to tour their facilities and see how their luxury jewellery is crafted. We’re looking forward to working more closely with them in the future!

    Smaller specialised projects: Dragonfly have also worked on smaller projects for Tru Diamonds and Daniel Henderson Jewellers. These were highly specialised projects. For example, Daniel Henderson has beautiful wallpaper by Timerous Beasties in their Rose Street shop, and they wanted their business cards to match this design. Daniel Henderson didn’t want to copy the Timerous Beastie creative, so they came to Dragonfly to commission a bespoke design that complemented the wallpaper but didn’t copy it. Dragonfly is always happy to work on special little projects like these, especially when we get to be creative.

    Whether you’re looking for full and complete print marketing collateral, a direct mail campaign, or just new thank you cards, we would be happy to hear from you! Please get in touch to see what we can do.

  39. How Dragonfly work with the hospitality industry

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    The Dragonfly Agency works with a wide variety of hospitality industry companies on campaigns that aim to build brand awareness and meet their sales goals. From Edinburgh based favourites such as Montpeliers and The Huxley, to beautiful destination accommodations such as the Glenmore Lodge nestled in the Scottish Highlands, or the magical small ship cruises The Majestic Line, Dragonfly works with stunning venues of all shapes and sizes.

    Luxury accommodation

    The direct marketing needs of hospitality providers are as varied as the industry itself. Generally, luxury accommodation companies are looking to create collateral that showcase how fabulous their residence is. Most often we’re tasked with creating promotional content for them to use for brand awareness. On some occasions we’ll work on a specific promotional campaign. For example, Dragonfly is currently working on a brochure to advertise wedding packages at Melville Castle that highlight what a beautiful wedding venue it is. As Christmas approaches, we’ll be working with restaurants on promotional mail for their Christmas events and offers.

    Food & drink

    Restaurants often have promotional campaigns to run, particularly if they’re changing their menu, opening a new location or hosting a special event. The Dragonfly Agency make sure that the design is engaging, the print and production are of a high quality, the data is targeted and up to date and the mailing is delivered on time. However, different companies may come to us with their envelopes already printed, their data already cleaned and targeted, and their strategy ready to go. These are cases where Dragonfly is brought in to help pull it together. Depending on what the goals are, and where the company is at, we’ll work with them to create catered direct mail strategies, and then handle as much of the campaign as they would like.

    Special projects

    One of our previous clients, Beer 52, is not your average hospitality company. They’re the UK’s number one craft beer club and they deliver small batch brews directly to their subscriber’s doors. Their business model relies on the power of post, so they really understand it. While Beer 52’s subscription model is working a treat, they enlisted the help of Dragonfly for their Christmas card. We implemented an eye-catching Christmas card with a special offer inside and delivered them to Beer 52 subscribers. They needed a card that would stand out from the crowd during the busy Christmas season, and our team delivered! Responses showed that 78% activated the call to action inside the card. This is just one example of the many special hospitality projects that Dragonfly works on day to day.

    Whether you need help with design, print and production or mailing itself, you’re always welcome to get in touch and see what we can do. Direct mail is an essential part of any well-developed marketing strategy in the hospitality industry, and we’re happy to help you build a strategy that works. We will target the right people in the right places at the right time, and make sure your message is heard.

  40. Print Item of the Month – October

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    October’s Print Item of the Month is from Charles Tyrwhitt. This piece plays off humour and customer relationship, while maintaining the Charles Tyrwhitt brand. It does all this while creating better brand awareness! On the cover is Nick Wheeler – clearly identified with the copy at the top for those who don’t recognise him. Nick Wheeler established the brand in 1986, and here is shown wearing a classic headset. On the inside, Charles Tyrwhitt share some of the funny questions that have come through their customer support over the years. Also included is a 20% off voucher, with a message that says ‘Keep them coming… Call it a thank you for the laughs’, signed by Nick Wheeler.

    This clever piece stands out because of how it demonstrates the relationship between Charles Tyrwhitt and their customers. All the while, it tells the customers a little bit about the company and it’s long track record in a playful way. The personalised signature from Nick Wheeler, along with his image on the front makes the customer more aware of exactly who Charles Tyrwhitt is and where they come from. The print piece is also well designed and well made, which makes it well loved in this office!

  41. How Dragonfly save charities money on their marketing

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    When you’re trying to fundraise for a good cause, the last thing you want to do is overspend on a budget. Ideally, you want your money to go as far as it possibly can. The Dragonfly Agency always try our best to find ways to financially idealise your strategy. We’re not looking to convince you into spending more than you can, so we start out by discussing budget. Once we know your budget, we’ll do everything we can to take it as far as we can. Here are some of the ways we make that happen:

    We know the postal system inside and out. Not only are we familiar with all the postage services out there, but we hear about what new services are coming and when they’re coming. We’ll be able to recognise in an instant if you’re campaign is eligible for a specific service. Or, better still if there’s a way you can stretch your budget further without cutting back on quality.

    We effectively incorporate testing into your strategy. One of the best ways to gauge whether a strategy will work is by testing your theory. At Dragonfly, we’re comfortable launching tests before a mailing. These can tell us anything from which designs are most engaging, to which targeted demographics respond best. This way, you won’t waste money on a strategy that isn’t optimised.

    We know charities inside and out. We’re a member of the Institute of Fundraising and we work with a variety of charities on their direct mail strategies. So, we have a good understanding of fundraising through direct mail. Whether you’re trying to re-engage old donors, generate new donors, or say thank you to loyal donors, we’ve been there every part of the way. We’re specialists in retaining and acquiring new donors and creating a donor journey through mail channels including door drop, partially addressed mail and direct mail. You’re not going to have to test each aspect of every new project, our expertise and past research mean we often already know what works best.

    As a company that specialises in all things direct mail, Dragonfly are adept at achieving high goals when it comes to direct mail strategies. We can do it all and we would love to help you. Last week, we covered the basics of what we do for charities, click to read more. If you want to know more, please get in touch.

  42. The Basics: How Dragonfly direct mail works for charities

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    The charity sector has always used a marketing strategy with a strong emphasis on post.

    As a donor it’s typical to receive some variation of welcome packs, thank you letters, gift mailings and regular newsletters from a charity. When charities are targeting new donors, they’ll often mail packs that include information booklets, donations forms and return envelopes. It’s expected that charities follow up donations with more information about the charity, and/or where that donation is going. As it stands, charities are one of the longest creators of user-journeys through post.

    As experts in post and direct mail, Dragonfly often work with charities to make sure their targets are met. Direct mail needs to work with data and online channels, in a developed omni-channel marketing strategy in order to pack the biggest punch. We don’t forget about digital when creating our strategy. But at the heart of it, our in depth understanding of the postage system is what makes a difference. Here are some of the ways Dragonfly has helped charities make their mark:

    Hitting targets with the most efficiency

    We’ve been able to help charities hit their targets and go beyond. For example, a charity we worked with was spending their whole budget on mailing when they could have saved by mailing a bit more and getting a cheaper rate. They saved 40% of their budget and got to send 3,000 more letters to prospects. We also work closely with Royal Mail and effectively test using their eye-tracking software. This means we’ll know that we’re sending packs with eye-catching designs that encourage interaction.

    Sourcing and maintaining data that works

    The core of every marketing strategy is data. You could have the perfect design, perfect journey and omni-channel strategy timeline all in place, but if you’re targeting the wrong people, your campaign will fall flat. We’ll make sure you’re not sending mail to someone who has gone cold because they’re at a new address now by cleaning your data and keeping it up to date. This allows you to stay in touch with your loyal donors. Plus, we can look at your target demographic and identify look-a-like prospects to target. Depending on what your goals are, we can source data to suit, all safely and GDPR compliant.

    Direct and Digital

    Mail is a pillar for fundraising, it’s not something that ought to be lost in the digital age. However, at Dragonfly we recognise that your mailing strategy should complement your digital strategy. When possible, we can help you hit your targets in an omni-channel strategy that includes social media, TV, radio, Out of Home, Press and direct mail.

    If you have a marketing goal that you’re struggling to meet, if you’re looking to go above and beyond or if you’re simply curious about what Dragonfly can do to help you meet your fundraising goals, please get in touch. To learn how Dragonfly save charities’ money on their marketing, read more.

  43. Post boxes from around the world

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    Every time someone from the Dragonfly Agency heads off on holiday, they search for a new post box. Upon spotting a post box, they happily take a picture to share with the rest of the office. It sounds nerdy, but what can we say? We really love mail! In honour of World Post Day, we went #Postboxspotting, and shared the best post boxes we’ve found around the world. Here they are:

    Make sure you’re following the Dragonfly Agency on Twitter (@agencydragonfly) because we do a lot of fun Twitter campaigns like this one. Have you seen our Print Items of the Month? We do Print Items of the Week on Twitter too!

  44. Five things Dragonfly love about post

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    Celebrating World Post Day!

    Today is World Post Day, a day to mark the anniversary of the creation of the Universal Postal Union. The UPU began in Switzerland in 1874 and marked the beginning of postal communications around the world. The Dragonfly Agency lives, breathes and celebrates post every day when we come to work. In honour of World Post Day, we’ve widdled down our favourite things about post to the five things we love most:

    1. How universal post is – Since the beginning of the UPU mail has been sent and received around the world. It’s more popular and trusted in some areas, but it’s understood and used by everyone. No matter where you are, you can always find a way to send some mail.

    2. Its low environmental impact – There’s a popular belief that paper kills trees and destroys our planet, but we know better. Paper is one of few truly sustainable products. Most of the energy used in paper’s production is renewable, so it’s carbon intensity is low. We all know paper is recyclable, so naturally it’s one of the most recycled products in the world! This is why we’re such big supporters of Two Sides, an organisation dedicated to promoting the sustainability of the print industry.

    3. How creative you can be with it – There are infinite ways to create, design and send mail! This is one of our favourite things about what we do. Finding new and innovative ways to create mail that stands out and lands well with its audience is a challenge we love to tackle.

    4. How it’s grown to become a special delivery – We know that digital technology has changed the landscape of how we communicate with one another. While many thought it would be the death of mail, it ended up being the opposite! In a digital world, mail stands out. Receiving something by post creates a special moment.

    5. The way it brings us together – Mail still packs a punch when it comes to communication and community. It plays an important role when it comes to sectors like charities, luxury retail and hospitality because of how it creates a feeling of being a part of something. From sending a simple postcard while travelling, to sending a care package, to getting an exciting piece of mail yourself, mail always has this sense of excitement to it. We know that mail has been on a journey to get to us. Creating that journey is what Dragonfly do.

    Follow us on Twitter as we share post boxes from around the world in celebration of World Post Day!

  45. Ten lessons learned at the Scottish Fundraising Conference

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    Scottish Fundraising Conference 2019 collateral

    This week Dragonfly had the pleasure of attending the Institute of Fundraising’s Scottish Fundraising Conference. The packed out event was held at the DoubleTree by Hilton Glasgow Central and allowed us to immerse ourselves in the latest best practices, insights and successes from the Scottish fundraising community. Having recently joined the IoF, we loved catching up with some of our clients and making new friends.

    Here are our top ten lessons we learned at the conference:

    1. Capture donors as individuals. Build meaningful relationships with potential donors so they understand your purpose, your message and everything about your charity. In turn, you’ll understand them better as an individual. They’ll be inclined to be more loyal to your charity and you’ll be more personalised and targeted when communicating with them. Gerald Richards of The Super Power Agency aptly put it this way: “Time and money are the most valuable things a person has. If you want someone to spend both with you, you need to invest in them on an individual level too.”

    2. A personal touch makes a difference. At Brain Tumour Research, the CEO hand-signs every letter. This is a nice personalised touch that’s not incredibly uncommon. What sets Brain Tumour Research apart is their PS – each letter gets a personalised one. You’ll get a personalised message depending on who you are and why you’re engaged with the charity. This shows that Brain Tumour Research really get to know each donor and shows the donor that they are valued, not just their donation.

    3. It’s okay to say no as a community fundraiser. Everything can start to seem like an opportunity to further the cause and brand of your charity, but it’s ok to acknowledge when you simply can’t do it all. Niki Bell of CharityNikki says “no doesn’t have to be a negative – and you can always turn the no into a positive opportunity”. Connect stakeholders with others from your team that can help. Or, say yes but build it into something that will be more purposeful. This is one we think can be adapted to any work place.

    4. Online donations and online awareness are different things. As it turns out, 46% of people can’t remember which charity they donated to the last time they supported a friend online. Can you? Many of us may donate to a friend running a marathon for charity without paying attention to which charity it is. It’s important for charities to make their online presence more recognisable. Just because they pull in a lot in donations doesn’t necessarily mean that they’re also growing brand awareness.

    Opening talk of the Scottish Fundraising Conference 2019

    5. The three questions to ask when writing snappy copy: Who are you talking to? What do you want them to do? Why do they need to do it right now? This is essential for letter-writing. Cut out the added details and stick to the point! Keep the potential donor’s attention and get to all the important things right away.

    6. You don’t have to focus on the negative to evoke a response. Headlines that turn heads don’t need to focus on the worst parts of why your charity does what it does. Base your headline off your target audience and make it about what your charity does. Shock-value can work, but it isn’t everything. Sometimes people will respond better to an uplifting headline that urges them to help rather than one that pressures them to.

    7. Test, test, test! Cats Protection put on a positively wonderful presentation all about their most recent digital marketing campaign. What we learned is that digital, like direct mail, takes some testing to get perfect. Test, learn, optimise, expand! Identify your targets and then test some communication options. Take your results, cut down to the most successful designs and build off them to expand your strategy.

    8. Everyone can leave a legacy. Approximately 1 in 5 people in Scotland are retired and these retirees are likely to be updating their wills. But how do charities pitch the right ask? Founder of Radcliffe Consulting, Richard Radcliffe told us that everyone has the capacity to donate in their will, but the current demographic, Baby Boomers, want to dedicate this money to a charity they know will have an impact on the future. Charities should be targeting Baby Boomers to give them the idea to leave their charity a legacy. Individual giving is growing, but legacies are often a forgotten pathway to giving.

    9. Volunteers are your ambassadors, nurture your network. Don’t think of a volunteer as someone who just collects donations. They are often the first point of contact the public have with your charity. Plus, they’re the people who get to know you best! They share about you on social media, with their family, their friends and colleagues. They are also potential donors, and they’re likely to be loyal ones. Invest in your volunteers and nurture your relationship with them, it’s one of the most valuable ones you have!

    10. Create a journey that surprises and delights. We found the biggest take-away was how important it is to create a journey for the donor. Make sure the journey is one that builds a relationship between the donor and the charity. Always think about what you can offer in return for their donations. For example, if someone runs a race to raise funds for your charity, send them a congratulations and thank you card when they finish. Make sure they feel like their efforts are seen and appreciated!

  46. Print Item of the Month – September

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    September’s Print Item of the Month is by Biscuiteers. Celebrating their 12th birthday, Biscuiteers sent out this gift to their loyal customers. The design team is to be applauded for this one! They’ve put a gift box artwork on the front with a clear call to action. A tag saying ‘find your pressie inside’ tells you to open up their gift. Once you’ve quite literally opened the gift box, your eyes are immediately drawn to the “£10 gift” text in the centre. The essential details of the voucher (why you’re getting it and how to use it) are directly below. Then, Buiscuiteers have placed supporting information at the bottom and on the sides. This includes the various ways you can shop, and a variety of their best sellers and current faves to entice you to pick something you like.

    Well done Biscuiteers! Not a newbie to our Print Item of the Month, Biscuiteers also won in May with their Mother’s Day mailing. Clearly their direct marketing team know what they’re doing!

  47. JICMAIL’s Seven Insights on Partially Addressed Mail

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    Partially Addressed Mail is one of the new and innovative ways that direct mail marketers are reaching new heights. Partially Addressed Mail is exactly what it sounds like: mail that is targeting customers using postcode data. Therefore it uses no personal data. Partially Addressed Mail is sent when a post code area has been assessed and matches an appropriate marketing campaign instead of relying on personal data. This opens opportunities for companies to reach new audiences!

    To help you understand, JICMAIL have created a 7 Essential Insights booklet. For example:

    Insight #1: For every 100 people reached with partially addressed, an additional 10 people will see your mail item. Partially addressed mail is shared and has an additional reach of +10%.

    JICMAIL Insight 1: For every 100 people reached with partially addressed mail, an additional 10 people will see your mail item. Partially addressed mail is shared and has an additional reach of +10%. Item reach: 1.13/Direct Mail. 1.10/Partially Addressed. 1.05/Door Drops. Source: JICMAIL Item Data Q4 '17 to Q2 '19. n=49,755. Direct mail items 23,416 Door drop items 2,428 partially addressed items.
    Photo source: JICMAIL, https://www.jicmail.org.uk/data/partially-addressed-mail/

    JICMAIL’s other insights discussed statistics such as how often partially addressed items are interacted with, what demographics it’s is most popular with, and which types of content get the most interaction.

    Visit JICMAIL’s website if you want to read through their 7 Essential Insights booklet: https://www.jicmail.org.uk/data/partially-addressed-mail/

  48. Print Item of the Month – August

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    RSPB

    August’s PITM is an RSPB membership pack. The first feature that caught our attention was the oversized window on the outer. This created room for a ‘thank you’ image to appear through the window. The outer envelope is vibrant and most definitely stood out on the recipient’s doorstep, which is key to any successful piece of mail.

    The cover letter was simple and engaging with big, bold headings. We often see blank reverses on cover letters which is disappointing as it is a huge area for opportunity and extra content. This letter utilised the space well with a lovely image and thank you message, making the recipient feel valued and appreciated.

    The main piece in this pack was an A3 leaflet folded to A4 on a nice, thick uncoated stock. It included a pass for each member of the recipient’s family with beautiful, bright pictures making them engaging for all age groups. The leaflet is packed full of activities and fun facts, acting as a great retention piece to keep the brand alive in the home.

  49. Print Item of the Month – July

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    July’s Print Item of the Month is something a bit different. As much as we love mail here at Dragonfly, it is important to consider all types of print, including packaging. This bright, eye catching box encapsulates summer whilst reflecting the high-quality brand that is Marks and Spencer. As lovely as the products were inside, it is important that the carrier is attractive to a potential consumer and has simple and clear messaging for instant engagement.

    M&S have successfully combined intricate die cutting with a simple and consumer friendly opening mechanism which makes this box a delight to have this summer!

  50. Print Item of the Month – June

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    The University of Edinburgh

    We have chosen The University of Edinburgh Alumni newsletter as our Print Item of the Month for June. The main reason we chose this piece is because of how they incorporated updating their database into the newsletter on the back of GDPR. They asked the recipient to send back their updated address and an opt-in so the university can keep in contact with them.

    Even though the purpose of the newsletter was to keep their alumni students up to date with events and news, it was also incredibly eye catching. The Art and Design students at the university created the vibrant and engaging cover.  Alongside this, the messaging on the cover “What the world needs now” was impactful and touches on current environmental issues.