Naked mailings are a form of print marketing that is put through the doors of your customers, but due not involve the use of an envelope. They have been proven to be highly effective for a range of business purposes, but what actually are the benefits you could get from embracing naked mailings for your business? Here we will explore these benefits further to give you more of an idea of what you can expect from this kind of marketing.
Naked mailings can present businesses with the perfect chance to use personalisation, which is one of the most fundamentally important aspects of quality marketing approaches. The great thing about this is that everything featured on the mail can be personalised to your preference, which means you essentially have a direct and effective line of communication to your customer, one where you get to dictate what they see and digest in terms of the content produced on the marketing material.
When you can personalise your content to that customer in particular, they are much more likely to proactively engage with that form of marketing as they will feel that it speaks to them personally. In this way naked mailings can give us a fantastic marketing tool for drawing in a multitude of new customers while retaining older ones.
Specific demographics or groups can be targeted with naked mailings in a way that other marketing approaches cannot accomplish. Segmenting by particular demographics (such as gender, income, age, geographical location) can be especially effective for the implementation of naked mailing marketing campaigns because by utilising the accurate targeting of certain groups you can produce much greater results for overall customer engagement, and even retention.
Segmentation of the market in this way also allows you to effectively meet certain market expectations that you might have previously set out.
Postal services have built a certain kind of trust which cannot be found elsewhere. Because mail is both a trusted and familiar marketing approach, recipient’s of mail are far more likely to read your marketing content if it is subsequently mailed through the front door, especially since they can physically handle what you have sent them time and time again. A recent study, for example, found that 82% of millennials view messages that are printed on paper as being more trustworthy than digital versions!
Neuroscience; the brain chemistry behind the facts
There have been numerous studies which have proven that your brain responds far better to naked mailings than other forms of marketing material, such as digital content. Naked mailing campaigns have been proven to require 21% less cognitive effort to process as compared with digital campaigns and so are far more easily understood by their customers. Recall from participants was also 70% higher with direct mail campaigns compared to digital methods. This obviously means that alongside a greater understanding of your messaging, recipients are more likely to remember your business in the future.
Naked mailings are a cost-effective method for marketing your business because of the fact that naked mailings receive much higher than average response rates. For example, when we compare digital marketing techniques such as e-mail with naked mailings on a ‘send cost per recipient’ basis, we find that e-mail comes up as cheaper. However, things aren’t as black-and-white as they seem. Since the aim of marketing campaigns is to get the recipient to take positive action in regards to your business, just measuring the cost-to-send factor here is not adequate, and it is therefore far more important to see what effect the send has actually had overall in initiating action from the customer.
Since there has been research which demonstrates that naked mailings have exceedingly higher response rates than e-mails, it then becomes evident to us that they are far more effective overall in this area. A higher response rate means they are more cost-effective overall because you are fully using the full extent of your budget to produce the best marketing results possible.
The Fulfilment Warehouse are experts in providing small and medium sized businesses with fully packaged fulfilment services. We will safely store, package and dispatch all your orders with complete care, giving you a peace of mind and a trustworthy, professional service. Take a look at our services here or give us a call on 0330 563 980 – we’d be happy to hear from you!