UKLPS Direct Mail

Over the last 6-12 months, our partners UKLPS have had several new clients test Direct Mail and this is a great opportunity we wanted to make our clients aware of. With consumers spending greater time at home currently, direct mail response rates in 2020 have been some of the best that we have seen for a number of years. UKLPS manage one of the UK’s largest portfolio of GDPR compliant lists that can reach the 50+ audience. Combined, the team managed over 3 million mail order buyers in the last 12 months alone. These names are available across 25 different mail order catalogues and consist entirely of direct response buyers. These lists are very popular with the Charity sector, however, we have regular bookings from a number of mail order clients across the Health, Clothing and Collectable sector.

 

In addition to the traditional mail order catalogues we are seeing new clients test lists. The age and profile of our portfolio are the perfect match for their target audiences and since these are direct response generated names they are highly responsive.
The various sectors that we have supplied data to include:
Charity
Health Mail Order
Clothes Mail Order
Misc. Mail Order
Collectable
Publications
Home Products
Food
Funerals
Life Insurance
PPI
Mobility
Many of you may already be mailing your existing customers and some may even be involved in the mail order data pools like Abacus & Experian Club Canvasse. However, we have seen small tests of our lists turn into repeat bookings. The direct response nature of these lists mean that the individuals are attuned to receiving offers by post and more importantly buying.

Anatomy of a DR ad

Anatomy of a winning direct response ad by Steve Foster Head of Press Creative – 10 Essential elements

Here at Lavery Rowe we have been creating direct response press ads for over 40-years. Last year we published over 10,000 ads across 350 titles which we estimate resulted in approximately £75,000,000 of direct sales for our clients.

Writing & designing an ad that drives direct sales and at the same time conveys core brand values to the consumer is part art, part science. We can never guarantee results but our extensive experience ensures we can optimise your chances of success and minimise your risk. Below we’ve listed 10 elements that we know can determine the success of an ad:

1.  Benefit driven headline – answers (or creates) a need or desire

2.  Strong (time limited) promotion – SAVE / FREE / BONUS – creates urgency

3.  Guarantee or Trial – make the offer “Risk-free” – removes fear / uncertainty

4.  Body copy – explanation of features / benefits – should emphasise ease of use / speed of results / how it meets the customers needs / satisfies desires

5.  Strong images – images with call-out & captions that emphasise features / before & afters that tell a story

6.  Testimonials – professional / customer / celebrity / ratings – adds credibility

7.  Obvious call to action (CTA) – Phone / Web / Coupon / QR code – demands action

8.  Price – lead with low instalments if available – affordable to all

9.  Basic offer plus up-sell – lead with the lowest price / offer complimentary product / discount on multiples / upsell to an upgrade

10.  Terms & conditions – reduces queries / complaints

This list is by no means exhaustive but it does include many key elements. These then have to be wrapped up and presented in a narrative that is both engaging and persuasive whilst reflecting your brand image and values.

Our experienced team of in-house copywriters and designers look forward to working with you on your next project!

The value of press advertising

Press advertising continues to prove its value against other media channels!  
The ongoing lockdown across the UK has continued to drive high levels of engagement with national press titles and consumer magazines. This increased engagement plus the ongoing closure of high street retail is resulting in record ROI for many D2C businesses. This boom in D2C business is evidenced by the fact that Lavery Rowe clients are placing more ads than ever with the purpose of driving sales via the web, phone and coupon. In the month of February alone this year we have placed almost 1,000 ads in print, an impressive increase of +30% from last year. D2C clients are keen to take advantage of what has been a major shift in consumer behaviour and one which looks set to continue post-lockdown. A recent report conducted by ECI Media Management shows in great detail how “2020 was a year of linear media deflation.” It goes on to outline how most media took a significant hit but 2021 will see the bounce back of inflation across most media channels… all except print that is.
The cost of print media has plateaued despite its increased success at driving direct sales. Print, it seems, has fallen out of fashion with many brands and agencies who undervalue its trusted environment, its wealthy, mature readership and its ability to engage, persuade and sell. As the UK’s largest full-service press specialists, Lavery Rowe remains committed to bringing you the best media deals and the most engaging and persuasive creative so that you can gain maximum advantage from what remains a powerful direct response medium.

The power of print

Newspapers and magazines still combine strong engagement with massive reach!

Daily digital national news readership is up 20% YoY and with the increase in people reading national news brands online for free, it’s easy to forget that millions of affluent 45+ consumers still prefer to pay for their daily paper or favourite magazine!

An incredible 20 million people per week are still buying newspapers: this represents a third of the UK population. Most importantly these newspaper buyers are heavily invested in the newspaper they have paid to read.

Not only are there 20 million people reading newspapers, but they are also reading them for longer (IPA Touchpoints data). Readers are more engaged than ever, spending 24% longer reading their newspaper during the coronavirus pandemic. This works out to be an extra hour and 40 minutes of reading time. The attention and engagement of people that read newspapers is unlike those that consume other media: a newspaper is a physical product that an individual buys and because they have spent money on this product, they take time to digest it thoroughly. This demonstrates the unique relationship that readers have with their chosen newspaper or magazine: there is simply nothing else like it. This close affinity to the medium is something advertisers can harness to their advantage, not least because it engenders such a high level of trust.

These observations are backed up by research (RAMetrics) which concluded that print ad recall has improved significantly over the last 10 years, along with other measures such as interest, understanding and ultimately action.

It’s this increase in “action” that has been so apparent since the beginning of the pandemic and lockdown in March. Press is driving more sales, more profitably than ever before!