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In a digital world, businesses are torn between e-marketing or direct mail. It’s apparent that social media and emails reach a wide audience, but we are exposed to at least 4,000 ads each day![1] Have you engaged with your customer? Have you cut through the noise?

To make marketing campaigns as effective as possible we work with you to advise how to target the right audience. We can help you…

• Produce powerful messages and designs
• Print and produce engaging marketing material
• Measure the success of your campaign.

1.    Eye Tracking Technology – scientific analysis of your creative

Eye tracking provides an insight into how customers are looking at your advertisement and how slight modifications to the creative can increase its effectiveness.[2] Following a reader’s eye movements through eye tracking technology explains how a mailing grabs our immediate attention; giving marketers that crucial insight into the customer’s perspective.

Heat maps provide a visual representation of what someone may be drawn to within the essential first few moments of your communication. Simply using different visuals or arrangements can have a significant effect on your customer’s response.

2.    Trees for Life – rewilding ancient forests

Sharp Cat makes it easy for everyone to be green! With each mailing sent out, a new tree is planted in the Trees for Life UK forest restoration project on your behalf.

We’ll keep you posted by giving you annual updates on the number of trees you’ve planted to show how your organisation is contributing to a better environment.

3.    Postal Information Reports (PIRs) – posting confirmation

Following your mailing, we provide a full postal information report as a permanent reference of the important statistics relating to your campaign. All PIRs will include:

• A description and image of what was mailed
• Valuable facts and figures about the data collected in your campaign
• A visual map of the households and businesses receiving your mail
• The number of trees you have indirectly planted
• The option to add your own branding, so you can present your PIRs to clients

Click here to have a look at our sample PIRs!

The Catters team are here to enhance your marketing strategy through mail and aim for your campaign to get the best results possible; providing reports, case studies, statistics and research tools so you can produce mail that will engage with your customer. Best of all, all these services are free of charge!

[1] https://www.forbes.com/sites/forbesagencycouncil/2017/08/25/finding-brand-success-in-the-digital-world/#295f249d626e

[2] https://dma.org.uk/article/focus-on-eye-tracking

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Confronted by the evident repercussions of decades of neglecting our environment, every business and individual is encouraged to take an active role in recycling.

Why should businesses monitor their environmental performance? Identifying and controlling your impact whilst demonstrating your commitment to protecting the environment will not only strengthen your brand, but also save costs through improving efficiency, productivity and reducing waste.

So, is direct mail a sustainable, communication resource to use? Yes! The reason being that paper is one of the most recycled products in the world, with recycling rates meeting 70-75% in most regions – generally the maximum recycling rate.[1]

To help maximise sustainability we’ve established some simple, straightforward approaches that can be implemented to make your mailing campaigns even more eco-friendly.

1. Re-Evaluate Plastic Envelopes

Plastic has become the most common form of marine debris and one of the central concerns we see pop up on our news feeds. Businesses are facing more pressure than ever to evaluate whether their plastic packaging is a necessity for their products. But how can you use plastic whilst minimising the consequences of the environment?

Sharp Cat has adopted a compostable and biodegradable polywrap – produced from potato starch. It’s a responsible alternative protecting your mail without leaving harmful toxins, whilst providing a robust and high-quality finish. At the end of its life, it can be thrown into the green bin or compost bin, allowing an enhanced customer experience where they can easily dispose of the packaging.

2. Have Your Data Cleaned

Whilst clean data is critical for the success of any kind of mail advertising, it can also reduce your environmental impact. Segmenting your audience by targeting interested recipients reduces the physical volume of direct mail pieces sent out, lowers costs and increases ROI.

Partially Addressed Mail is another responsible and GDPR friendly way to acquire new prospects, without using their personal data. Offering a solution to cold data lists, it applies data sources such as geo-demographics in order to identify postcodes and households with a strong match for new potential customers.

Personalise your marketing strategy towards those who have expressed interest. Use a returns handling service, such as Mail Opt Out. This provides a simple option for customers to choose to opt out of unwanted mailings whilst keeping your office space uncluttered. Visit mailoptout.co.uk for more details.

3. Only Work With Sustainable Paper Sources

Have you thought about where your printed paper originates from? Deforestation devastation is associated with unsustainable paper stocks. To ensure that your stocks are planted and harvested for paper use all you need to do is choose a printer that buys sustainably sourced paper stocks. Look for print and mail companies with PEFC and FSC papers.

It’s the small changes that add up to big differences in our environment.

[1] Two Sides 2019, Myths & Facts

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