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How Returning to Direct Mail Increased the Profit of this Major Retailer
Macromark knows that what’s important in any marketing campaign is finding a way to stand out amongst the noise of whatever medium being utilized. Whether it’s TV, radio, online, or direct mail, a marketing campaign must find a way for the product or service to entice potential consumers enough so that they take the first step of engagement.
About six or seven years ago, U.K. fashion retailer Next discontinued direct mail as part of their overall marketing efforts. Next leader Lord Wolfson says the reason for turning off direct mail was because “there was too much volume.” She went on to say that the decrease in the amount of overall direct mail consumers currently receive has lead to Next reconsidering their strategies and reintroducing direct mail back into their marketing budget.
Seizing the opportunity, the reintegration of direct mail has so far contributed to “the strongest growth in many years.” Overall sales are up 10.3%, with retail and online sales up 7.5% and 11.5%, respectively. That’s a considerable jump for any company and is a direct result of successfully applying direct mail marketing initiatives.
The fact that a major retailer like Next, who routinely has annual sales figures at or near the billion-dollar mark, has recognized the power of direct mail as a way to increase revenue speaks volumes. As a direct mail list company, Macromark is aware of how many companies, similar to Next, assumed they no longer needed to include direct mail in their marketing budget and are now seeing positive returns after reintegrating it back into their strategies.
Realistically, it will take several forms of marketing over the duration of a company’s lifespan in order for that business to remain successful. Direct mail marketing is one of those mediums that has endured throughout the decades and continues to be highly effective in reaching consumers in a way that is personal and speaks to their needs. And it will continue to endure because of these factors, and Macromark will be at the front of the movement, brokering the best lists and orchestrating the most focused direct mail campaigns for our clients.
As we have shown in our articles, direct mail marketing is applicable to almost any industry, from beauty and cosmetics to finance, retail, alternative health—the list goes on. Let Macromark show you how to get the most out of your direct mail efforts and see the impact they have on your business.
Source:
Vizard, S. “Next returns to DM after seeing profit boost,” Marketing Week web site, September 11, 2014; http://www.marketingweek.co.uk/sectors/retail/news/next-returns-to-dm-after-seeing-profit-boost/4011606.article.
David Klein
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