PROMOTED CONTENT
“We know from Royal Mail research and our own analyses that mail which is personally addressed is massively more powerful than mail which isn’t personalised. Direct mail stays in the home. Customers acquired by direct mail also have a much higher lifetime value than customers acquired through press inserts or advertising”
“Consumers are going to be spending more time at home in future,” said Swabey. “With so many having discovered the sheer convenience of direct home shopping over the past six months, the response to personally- addressed advertising mail is now greater than ever before. Response rates to our catalogue mailings have soared by over 75 per cent compared with 2019.”
Mail Train Media will enable advertisers to leverage the strong relationship between the Scotts & Co. brands and their customers – a relationship based on trust. These consumers have already self-identified as being highly responsive to direct mail advertising.
Over the next 12 months, advertisers and agencies
34
will have access to this pre- qualified audience through more than 200 million targeted insert opportunities in high-volume mailings for Scotts & Co.’s biggest catalogue titles: Scotts of Stow, Expert Verdict, Gift Discoveries, The Traditional Garden Supply Company, and Bloom.
Each mailing will place an advertiser’s insert, as a printed leaf let, directly in the hands of up to three million individual Scotts & Co. customers throughout the UK – at a cost of less than £30 per thousand.
All Mail Train Media mailings will be fully personalised, with all mailing files screened against ‘gone-away’ and deceased records, and the Mail Preference Service. Mail Train is fully compliant with GDPR and allows advertisers to
reach all of Scotts customers, not just a limited segment of the database.
Headed by Jeff Taylor, Scotts & Co.’s Group Data Marketing Manager, the new direct advertising channel has been dubbed ‘Mail Train’ because all mailings will have a fixed departure schedule. Advertisers are being urged to “Catch the Mail Train” as regular insert clients always occupy at least two of the six insert slots available in each catalogue mailing.
Scotts & Co.’s Nigel Swabey believes media buyers should focus on today’s impressive volumes and response rates rather than any historical perception of direct mail as an advertising medium: “We’re offering the largest qualified audience of ABC1 over-55s who have
Continues overleaf > Direct Commerce |
homeofdirectcommerce.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70
